Magazine Readership Patterns among University Students in Sindh, Pakistan

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Muhammad Ibrahim
Bashir Memon


Magazines play a key role in creating and enhancing university students' awareness and reading habits. The purpose of this study is to determine the magazine readership patterns among university students in Sindh Province, Pakistan. In this context, a cross-sectional survey was conducted using multi-step sampling techniques from students of Sindh's 3 largest public sector universities, namely, University of Karachi, Karachi. University of Sindh, Jamshoro. And Shah Abdul Latif University, Khairpur, which has a Faculty of Social Sciences. The results show that a typical university student is a magazine reader, especially a weekly magazine. While female students read more to the magazine than male pupils. However, women prefer to read monthly magazines instead of weekly magazines. Whereas, in the context to ethnicity the statistsics revealed that the Urdu speaking students on average are higher magazine readers than Sindhi students and other ethnicities. Further was observed that those who studied media or mass communication on average were more magazine readers than those who studied international relations, political science, and sociology. Finally, subject to university in which the sampled students were studying it surfaced that on average the students of Sindh University on average were more magazine readers than those students who study at Shah Abdul Latif University and Karachi University. This type of study should be conducted in other provinces of the country to know magazine reading patterns among students there.

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