CHAPTER I

1.0             INTRODUCTION

1.1     BACK GROUND OF THE STUDY

          The Nigerian society is a heterogeneous one with divergent communication need, coupled with the growing world of awareness. Different people have different perception of what roles communication, in it’s totality should play to the listening audience in higher learning.

          According to me Bride Seam 91:980) “communication is considered in it’s broadcast sense, not only as the exchange of news and messages, but also an individual and collective activity embracing all transmissions and sharing of ideas, fact and data. Its main function in any social system be identified as information socialization motivation, discussion, debate, education, cultural promotion, entertainment and integration.

          The mass media as an institution have been tasked to perform all these immeasurable roles. However radio which is not only the most important media in Nigeria, but also the most commonly spread, affordable and accessible to perform this enormous function as expected. One of the challenging feature of the media of mass communication is the composition of it’s audience

          The audience of radio is highly heterogeneous with number having socio-economic stance and different interests.

          Base on different kinds of radio audience, it is signifies that preferences of medium as well as its content will differ among members of audience, while some need a particular station or programmes for emotional releases, others may prefer serious programes, little news and current affairs, documentaries, commentaries all pending on one’s interest.

          Discoing the mass media in American Bargas (1973) opined that “the media experiences in part time or activity of people engage in at certain time of the day where they have nothing of overriding importance to do and when they want to relax from boredom. The radio audience capability to the success or failure of any station and effectiveness will be should have the masses in mind before planning a station side tracks the audience interest will wear away and the image of the station will be at stake.

          Therefore, for radio medium to arouse audience interest such station should select interesting programmes as well as particular message. Berelson and Jarowite “Regular viewers of news programme can be exposed to every thing that is broadcast.

          The decision whether or not watch any documentary programme is novel likely to be made on the basic of the issues than on the point of view which will be used for emotional release, relaxation e.t.c. In his own contribution Williams Rivers (1969) in voice of AM form lecture confirmed and highlighted other aspects of selection process. That female’s students on their part pay greater attention to entertainment programmes that news and current affairs and other programmes.

          Radio progammes produces especially a competitative situation, try always to satisfy their audience by good programming and audience has the tendency to select the type of station or progamme to listen to. Because of the heterogeneous nature of the media audience, the radio station should put in their best to make sure there is a forum which its audience will hear their view concerning the station progammes. This therefore called for two ways communication; it is obviously that radio journalists do not maintain this needed two ways communication between them and student of I M T.

1.3     OBJECTIVES THE STUDY

          This study is aimed at achieving the following purposes. Measuring the level of student’s attitude and interest in the total content of radio progrmme. Individual perspective to listening habit of students to radio progammes.

          This study also aim at identifying the extent by which such variable as sex, course of study age, affect audience towards radio programme.

1.4     SIGNIFICANCE OF STUDY

          It is important that radio station at times take a critical look outside and feel the hearing of its audience.

          This study is not only important to the students but will also serve as a green light to the media houses. Lecturers and media practitioners on how best they will restructure their programme so as to suit, and attract more audience and patronage from the general public especially students.

1.5     LIMITATION OF THE STUDY

          In any research work, there are some set backs that follows it. Some of such limitations is the factors which is on essential requirements and undertaking.

          Scarcity of finance is another factor, which could have hindered the distribution of great number of questionnaires.

          The researcher was also face with the task of combining the research work with normal lecture because it was at a time when the research was preparing for examinations. Lack of mass communication books and well equipped literary also constitute a problem. The researcher could not lay hand on much books considering the high cost of books.

1.6     DELIMITATION OF THE STUDY

          As the topic suggests, the study constitute on only the mass communication students of the institute of management and technology

(I M T) Enugu, both regular and part-time students.

1.7     RESEARCH QUESTIONS

          To help in carrying out this investigation of following research questions were posed.

(a)              Does a students course of study influence his or her radio listening habit.

(b)             Is there a relationship between age and radio listening habits of student in higher institutions.

(c)              Does gender play any role in the contents of radio programme.

(d)             Does students listen to radio at the beginning of the semester than any other time.

1.8     RESEARCH HYPOTHESES

Hi      Students of mass communication tend to play greater attention to

radio programmes than students in other disciplines.

Ho     Student of mass communication tend not to play greater attention

to radio progrmme than students other disciplines.

H2     Young students tend to listen more to entertainment programme

than old student.

Ho     Young student do not tend to listen more to entertainment

programme than the old students.

H3     Female students tend to listen more to entertainment programmes than their male counter part.

Ho     female students do not tend to listen more to entertainment programmes than their male counter part.

H4     Students tend to listen more to radio when the academic load is minimal or reduced.

Ho     Students do not tend to listen more to radio when the academic load is minimal or reduced.

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