RADIO LISTENERSHIP HABIT OF MARKET WOMEN IN AKUNGBA - AKOKO
BY
AKINWALE, JOSEPH OLUWAFEMI
MATRIC NO: 120102040
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, Analysisand 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
TABLESPAGES
Table 1:Showing Marital status of Respondents36
Table 2: Showing Age Distribution of Respondents37
Table 3:Showing Educational Qualification of Respondents38
Table 4:Showing Whether Respondents listen to radio39
Table 5:Showing Information on the most preferred radio listening devices40
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 choice44
Table 9:Showing Respondents most preferred type of Radio programme46
Table 10:Showing Respondents distribution of why they prefer their kind of radio programme48
Table 11:Showing the main reason why respondents listen to radio station50
Table 12:Showing why respondents listen to radio station of their choice52
LIST OF FIGURES
FIGURESPAGES
Figure 1:Showing Marital status of Respondents36
Figure 2: Showing Age Distribution of Respondents37
Figure 3:Showing Educational Qualification of Respondents38
Figure 4:Showing Whether Respondents listen to radio39
Figure 5:Showing Respondents most preferred radio listening devices40
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 choice44
Figure 9:Showing Respondents most preferred type of radio programme46
Figure 10:Showing Respondents distribution of why they prefer their kind of radio programme48
Figure 11:Showing the main reason why respondents listen to radio station50
Figure 12:Showing why respondents listen to radio station of their choice52
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.
