Journal of Global Social Sciences December 2020, Volume 1, Number 4, 19-33 ISSN: Print 2735-9344, Online 2735-9352 GENDER AS A PREDICTOR FOR MEDIA PREFERENCE AND USE AMONG YOUTH: EXAMINING THE USES AND GRATIFICATION THEORY Rosemary Ebiere GOVERNOR, University of Africa, Department of Mass Communication, Toru-Orua, Bayelsa State, Nigeria, ebiere.governor@uat.edu.ng & Ukamaka C.M. AKATA, (Corresponding Author) University of Nigeria, Department of Mass Communication, Nsukka, Nigeria, Ukamaka.akata@unn.edu.ng Abstract Literature focusing on the relationship between gender, media preference and use of youth in less developed countries like Nigeria is scare Also, the uses and gratification theory has not been examined within the prism of gender. In this study, the researcher examined the relationship between gender, media preference and use of among the young population within the theoretical framework of uses and gratification. Multistage sampling technique, was used to draw sample from Bayelsa State, South –South Nigeria. In the analysis of data for the study, both descriptive and inferential statistics was used while data was presented in tables. The study found that gender significantly predicts media preference and use among the sample studied. The results of this study present both theoretical and practical significance. The study has contributed to our understanding of the uses of gratification theory. Practically, the study has provided a blueprint for communicating behaviour change messages to the young population in the twenty-first century era. Keywords: Gender, Predictor, Media Preference, Youth, Uses and Gratification Theory