05 Gender Differences in News Media Consumption: A Repertoire Approach

Abstract

Pakistani television has gone through enormous growth and significant structural change since 2001. There are certain factors such as the increased number of channels, the establishment of overseas channels, increased reliance on advertising, more diversified programming, and heightened market competition etc. which have created the new multichannel media environment which has the potential to reshape patterns of news media consumption and in turn affect the motivation level of consumers. The researcher used two approaches, Uses and Gratification and Rubin (1984) motivational scale for measurements of multiple news media consumption. Using simple random probability sampling with digital dialing, the researcher has successfully completed the survey with 506 people. The result of the study shows that individual factors influence the media repertoire size and the frequency of the media type usage. Demographic variables play a significant role in building the media repertoires; specifically gender has an effect on the new media usage…