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Audience Perceptions of Media Credibility of a Hyperlocal Newspaper in Nigeria

DOI : https://doi.org/10.36349/easjhcs.2023.v05i06.002
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This study investigates the readership patterns, perceived credibility, and community roles of the Oriwu Sun community newspaper in Ikorodu, Lagos State, Nigeria. Grounded in agenda-setting theory, the research examines how demographic factors influence media trust and civic engagement in a local journalism context. Using a quantitative design, data were collected from 104 residents through structured questionnaires. Findings reveal that while awareness of the newspaper is relatively high, consistent readership remains moderate. The most frequently read content includes local news, community stories, and visual content such as photographs, reflecting the community’s preference for relatable and visually engaging information. The newspaper was perceived as generally credible, with high ratings for accuracy, writing quality, and trustworthiness, although some respondents noted room for improvement in fairness and comprehensiveness. Respondents also recognized the Oriwu Sun as a platform for community voice and mobilization, but rated its watchdog and economic development roles lower. The study concludes that community newspapers, when perceived as credible and relevant, serve as critical tools for civic participation and local development. It recommends enhanced editorial strategies, broader outreach, and increased responsiveness to community needs to strengthen engagement and trust.

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