RADIO LISTENERSHIP HABIT OF MARKET WOMEN IN AKUNGBA - AKOKO

BY

AKINWALE, JOSEPH OLUWAFEMI

MATRIC NO: 120102040

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, Analysisand 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.