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 JOSEPHDate

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DR. R.O. ABIMBOLADate

Supervisor

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DR. IFEDAYO DARAMOLADate

   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 PAGEi

CERTIFICATIONii

DEDICATIONiii

ACKNOWLEDGEMENTiv

TABLE OF CONTENTSv

LIST OF TABLESviii

LIST OF FIGURESix

ABSTRACTx

CHAPTER ONE: INTRODUCTION

1.0 Introduction1

Background to the Study1

Profile of Akungba-Akoko Community 2

Statement of Problem3

Research Questions4

Objectives of the Study4

Significance of the Study4

Scope of the Study4

Limitations of the Study5

Definition of terms5

CHAPTER TWO: LITERATURE REVIEW

2.1Introduction6

2.1.1Brief History of Radio Broadcasting in Nigeria6

2.2Broadcasting and the Broadcast station7

2.2.1 Broadcast media Ownership8

2.2.2 Radio and Radio Communication8

2.2.3 Radio Audience10

2.2.4 Audience Disposition to Media Messages12

2.2.5 Characteristics of Radio13

2.2.6 Uses of Radio Communication15

2.2.7 Impact of Radio on Listeners17

2.2.8 Market Women as a Concept19

2.2.9 Understanding the term Woman19

2.2.10 Roles of Women in the Society20

2.2.11 Women and Mass Media22

2.2.12 Radio Listening24

2.2.13 Analysis of Radio Listenership24

2.2.14 Advantages of Listening26

2.3 Empirical Review`27

2.3.1 Radio listening Habit of rural women27

2.3.2 Radio listening Habits of New Aberim28

2.4 Theoretical Frame work29

2.4.1 Uses and gratification theory29

CHAPTER THREE: METHODOLOGY

3.1 Research Method32

3.2 Research Design32

3.2.1 Study Population33

3.2.2 Sample Size33

3.2.3Sampling Technique33

3.2.4 Instrument of Data Collection33

3.2.5Method of Data Collection34

3.2.6Method of Data Presentation, Analysis and Interpretation34

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1Introduction35

4.2 Data Presentation and Analysis36

4.2.1 Demographic Data36

4.2.2 Research Question One39

4.2.3 Research Question Two42

4.2.4 Research Question Three46

4.2.5 Research Question Four50

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1Summary54

5.2 Conclusion55

5.3 Recommendations56

5.4 Suggestion for Further Studies56

References57

Appendix63

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 choice52

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.