Influence of Print Media Communication on Sport Engagement in Kwara State

ABSTRACT
Sport engagement encompasses the various ways individuals interact with sports, including fan involvement, active participation, and general interest. It reflects a person's emotional, cognitive, and behavioral connections to sports activities, teams, or events. This study investigated the influence of print media communication on Sport Engagement in Kwara State.
The study adopted a descriptive research design, involving 240 youths selected via stratified random sampling technique from a population of 4,777 youths in Ilorin metropolis. A validated, reliable researcher-designed questionnaire was used to collect data on demographics and attitudes, analysed using descriptive statistics (frequency, percentage) and inferential statistics of chi-square at a 0.05 alpha level.
The findings revealed that the majority of respondents agreed that print media significantly influences sports participation and engagement in Kwara State. It highlighted the role of print media in promoting awareness and encouraging youth involvement in sports. Respondents demonstrated a moderate to high level of awareness of sports events through print media, frequently engaging with sports sections and sharing articles within their communities. The study also found that print media impacts sports interests differently across demographic groups: older adults and educated residents showed higher levels of engagement, while younger people tend to rely more on digital platforms for sports information. Respondents further identified several challenges facing print media in promoting sports engagement, including slower updates compared to online platforms, reduced newspaper purchases, and limited distribution in rural areas. Overall, the analysis revealed a significant relationship between print media consumption and sports engagement among residents of Kwara State, as the calculated chi-square value exceeded the critical value.
Based on the findings, it was recommended that print media outlets should modernize their sports content delivery by including more visuals, infographics, and interactive features to attract a broader audience and there should be increased investment in expanding newspaper distribution networks, especially to rural and underserved areas.