RADIO LISTENERSHIP HABIT OF MARKET WOMEN IN AKUNGBA - AKOKO

BY

AKINWALE, JOSEPH OLUWAFEMI

MATRIC NO: 120102040

BEING A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF MASS COMMUNICATION, 

FACULTY OF ARTS, 

ADEKUNLE AJASIN UNIVERSITY, AKUNGBA-AKOKO, ONDO STATE, NIGERIA.

IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR OF ARTS DEGREE (B.A HONS) IN MASS COMMUNICATION.

MARCH, 2017

AFFIRMATION

This is to affirm that this project was carried out by AKINWALE JOSEPH OLUWAFEMI of Mass Communication Department, Adekunle Ajasin University, Akungba-Akoko.

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AKINWALE JOSEPH Date

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DR. R.O. ABIMBOLA Date

Supervisor

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DR. IFEDAYO DARAMOLA Date

   Head of Department

DEDICATION

This project is dedicated to God and my late Father, Mr Solomon Akinwale 

ACKNOWLEDGEMENTS

I give glory to God for the grace and resources to complete this project. I also appreciate my sweet Mother, my Uncle Mr Saidi, and my back bone and most prized possession, Mrs Toyin Jimoh for her immeasurable, moral and financial support towards the success of this study. I pray you reap the fruit of your labour. A big thank you to my siblings, MasterNiyiAkinwale Master Tosin Akinwale, and Mrs Kemi Solomon for their moral and financial support. God bless you all.

A big thank you to my project supervisor, Dr R.O. Abimbola, for his support, guidance, time and advice towards ensuring that this research work is properly conducted. God bless you Sir.

Thanks to all my lecturers in the department of mass communication who have taught and imparted me with all I know about the course. The H.O.D, Dr Ifedayo Daramola, Mr IsholaLamidi, Mrs Ade-Johnson, Mr Olarotimi among others. Thank you all for your academic contributions.

My line of appreciation will be incomplete without appreciating my Pastor, Dr Gbenga Oyeyemi and his lovely wife Mrs Roseline Oyeyemi, thank you for everything. You are more than a shepherd to me. To Mrs Ibukun, thank you for your encouragement and support. To my wonderful friends, Sunday, OlugbadieyeKehinde and all my course mates, you all made my stay in the university fun and remarkable. Thank you. 

TABLE OF CONTENTS

PAGES

TITLE PAGE i

CERTIFICATION ii

DEDICATION iii

ACKNOWLEDGEMENT iv

TABLE OF CONTENTS v

LIST OF TABLES viii

LIST OF FIGURES ix

ABSTRACT x

CHAPTER ONE: INTRODUCTION

1.0 Introduction 1

Background to the Study 1

Profile of Akungba-Akoko Community 2

Statement of Problem 3

Research Questions 4

Objectives of the Study 4

Significance of the Study 4

Scope of the Study 4

Limitations of the Study 5

Definition of terms 5

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction 6

2.1.1 Brief History of Radio Broadcasting in Nigeria 6

2.2 Broadcasting and the Broadcast station 7

2.2.1 Broadcast media Ownership 8

2.2.2 Radio and Radio Communication 8

2.2.3 Radio Audience 10

2.2.4 Audience Disposition to Media Messages 12

2.2.5 Characteristics of Radio 13

2.2.6 Uses of Radio Communication 15

2.2.7 Impact of Radio on Listeners 17

2.2.8 Market Women as a Concept 19

2.2.9 Understanding the term Woman 19

2.2.10 Roles of Women in the Society 20

2.2.11 Women and Mass Media 22

2.2.12 Radio Listening 24

2.2.13 Analysis of Radio Listenership 24

2.2.14 Advantages of Listening 26

2.3 Empirical Review ` 27

2.3.1 Radio listening Habit of rural women 27

2.3.2 Radio listening Habits of New Aberim 28

2.4 Theoretical Frame work 29

2.4.1 Uses and gratification theory 29

CHAPTER THREE: METHODOLOGY

3.1 Research Method 32

3.2 Research Design 32

3.2.1 Study Population 33

3.2.2 Sample Size 33

3.2.3 Sampling Technique 33

3.2.4 Instrument of Data Collection 33

3.2.5 Method of Data Collection 34

3.2.6 Method of Data Presentation, Analysis and Interpretation 34

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1 Introduction 35

4.2 Data Presentation and Analysis 36

4.2.1 Demographic Data 36

4.2.2 Research Question One 39

4.2.3 Research Question Two 42

4.2.4 Research Question Three 46

4.2.5 Research Question Four 50

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary 54

5.2 Conclusion 55

5.3 Recommendations 56

5.4 Suggestion for Further Studies 56

References 57

Appendix 63

LIST OF TABLES

TABLES   -- PAGES

Table 1:  Showing Marital status of Respondents   -  36

Table 2:   Showing Age Distribution of Respondents  -  37

Table 3:  Showing Educational Qualification of Respondents   -  38

Table 4:  Showing Whether Respondents listen to radio   -   39

Table 5:  Showing Information on the most preferred radio  listening devices - 40

Table 6: Showing Information on how often the respondents listen to radio  - 41

Table 7:  Showing the radio station respondents listen to  - 42

Table 8:  Showing How Often Respondents listen to radio station of their choice - 44

Table 9:  Showing Respondents most preferred type of Radio programme - 46

Table 10: Showing Respondents distribution of why they prefer their kind of radio programme  - 48

Table 11: Showing the main reason why respondents listen to radio station - 50

Table 12:  Showing why respondents listen to radio  station of their choice 52

LIST OF FIGURES

FIGURES - PAGES

Figure 1:  Showing Marital status of Respondents  - 36

Figure 2: Showing Age Distribution of Respondents - 37

Figure 3:  Showing Educational Qualification of Respondents - 38

Figure 4:  Showing Whether Respondents listen to radio - 39

Figure 5:  Showing Respondents most preferred radio listening devices - 40

Figure 6:  Showing Information on how often the respondents listen to radio  - 41

Figure 7: Showing the radio station respondents listen to - 42

Figure 8:  Showing How Often Respondents listen to radio station of their choice - 44

Figure 9:  Showing Respondents most preferred type of radio programme  - 46 

Figure 10:  Showing Respondents distribution of why they prefer their kind of radio programme  - 48 

Figure 11:  Showing the main reason why respondents listen to radio station - 50

Figure 12:  Showing why respondents listen to radio  station of their choice  - 52

ABSTRACT

The study examines the radio listenership habit among market women in Akungba Akoko. The major purpose of the study is to find out the extent to which Akungba Akoko market women listen to radio and to determine the type of radio station in Ondo state that enjoy more  listenership among Akungba Akoko market women. The uses and gratification theory provided the theoretical basis for this research. Survey research method is adopted and questionnaire is used as an instrument of data collection. A total number of One hundred and twenty (120) copies of the questionnaire were administered on market women of Akungba Akoko using the available sampling technique. The study found out that majority of the respondents listen to radio very often with most respondents (79.1%) preferred listening to Adaba FM. It also found out that the respondents derive information from radio which is daily used in the community to access information in radio stations of their choice. Findings of the study show that a good number of market women in Akungba Akoko listen to radio and the programme that interest them most is the news and current affairs programme. It also revealed that 56 (23.6%) respondents who participated in this study agreed that clear audio signal influence their decision to choosing their preferred station. It was therefore recommended that radio stations in Ondo state should include programmes that will promote people’s culture and the radio stations should also encourages fair competition among one another to improve their content.