Influence Of Digital Journalism’s Gratification On News Access And Choice In Kenyan Universities: A Case Study Of Chuka University

Abstract

The aspect of digital journalism on news access and choice has not received proper empirical research. The question whether digital journalism gratifications influencenews access and choice is an area that requires additional research.This study sought to explore the extent to which digital journalism audiences’ gratification has influenced news access and choice among university students in Kenya.The study was carried out in four selected Universities. The study employed descriptive research design. The target population of the study was 64,497. Purposive sampling was used to sample the universities. Random sampling was used to sample 384 respondents from the sampled universities. Data was collected using questionnaire. The data gathered was analyzed using descriptive statistics using statistical Package for Social Sciences (SPSS) Version 17.0. Frequencies and percentages were used for analysis. The study found that diversified digital journalism products gratify the interests and demands of internet users. The study recommends that media practitioners should conceptualize their audiences and digital journalism platforms that gratify them. Media houses and the government to develop internet infrastructure, formulate ethical framework and policies to guide digital journalism practice in Kenya. The finding of this study would provide knowledge on how digital journalism content is packaged and styled to appeal to the audiences.