UYO RESIDENT'S REACTIONS TO ATLANTIC FM PROGRAMME (THE MANDATE)
Abstract
The primary purpose of this research was to investigate the reactions of people living in Uyo to the audio program "The Mandate" that was broadcast on Atlantic FM. The purpose of the study was to assess the level of awareness, ascertain the influence of the programming, examine the frequency of listenership, determine the gratification that was derived, and determine the reactions of the people who lived in Uyo to the broadcast. Surveys and questionnaires were utilized as research approaches and instruments by our organization. According to the formula developed by Taro Yamane, the population of the survey was 1,247,643, and the sample size was made up of 400 individuals. Following a multi-step approach that includes purposive, cluster, and systematic sampling, we chose the individuals who would participate in the survey. We utilized plain percentages and frequency tables in order to conduct the analysis of the study's data. Residents of Uyo are familiar with the program, and 19% of them listen to it in order to keep themselves informed about elections, 18% in order to learn about political topics, and 11% in order to obtain knowledge on those who are running for office. Members of the Uyo community make up a large portion of the program's audience. It was suggested, among other things, that the producer of the program should not be afraid to continue enhancing the content by including suitable balance and impartiality into their content analysis. This would ensure that all points of view are taken into consideration.
Table of Contents
Title Page - - - - - i
Declaration - - - - - ii
Certification - - - - - iii
Dedication - - - - - iv
Acknowledgements - - - - v
Abstract - - - - - vii
Table of Contents - - - - viii
List of Tables - - - - - ix
CHAPTER ONE: INTRODUCTION
1.1 Background to the Study - - - - - 1
1.2 Statement of the Problem - - - - - 4
1.3 Objectives of the Study - - - - - 6
1.4 Research Questions - - - - - - 6
1.5 Justification for the Study - - - - - 7
1.6 Delimitation of the Study - - - - - 7
1.7 Limitations of the Study - - - - - 8
1.8 Operational Definition of Terms - - - - 8
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Review of Concepts - - - - - - 10
2.1.1 The Concept of Media Audience - - - - 10
2.1.2 The Radio Audience - - - - - - 12
2.1.3 The Nature of the Radio Audience - - - - 13
2.1.4 The Concept of Radio as a Medium - - - 20
2.1.5 Radio Broadcasting in Nigeria - - - - 22
2.1.6 The Concept of Programming - - - - 24
2.1.7 Audience Reaction to Broadcast Programs—26
2.1.8 Concept of Selectivity - - - - - 28
2.2 Review of Opinions - - - - - - 31
2.3 Review of Studies - - - - - - 34
2.4 Theoretical Framework - - - - - 37
2.4.1 Uses and Gratifications Theory - - - - 38
2.4.2 Social Judgment Theory - - - - - 40
2.4.3 The Individual Difference Theory - - - - 42
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research Technique - - - - - - 44
3.2 Population of the Study - - - - - 45
3.3 Sample Size and Sampling Procedure - - - 45
3.4 Description of Research Instrument - - - 47
3.5 Validity of Research Instrument - - - - 48
3.6 Method of Data Collection - - - - - 48
3.7 Method of Data Analysis - - - - - 49
CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
4.1 Data Presentation and Analysis - - - - 50
4.2 Discussion of Findings - - - - - 56
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
51. Summary of Findings - - - - - 67
5.2 Conclusion - - - - - - - 68
5.3 Recommendations - - - - - - 68
5.4 Suggestion for Further Studies - - - - 69
References -------70
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Communication is a vital component of all human existence. It occurs when two or more people are involved with the sole intention of sharing and receiving information for the purpose of making it easier to comprehend and respond. According to Knick and Williams (2020), communication is a discrete process that includes the source or sender, the encoding of the cue or prompt, the message or purpose, the channel or medium of transmission, the decoding of the receiver, and feedback. All of these components are associated with the communication process. As a consequence of this, communication is frequently considered to be an important activity that is necessary for the survival of both people and animals. Through Seal MacBride's (2021) functions of communication, one can gain a clearer understanding of the changes that communication has brought about in human civilization. Both news and information are gathered, archived, and processed by our team. interaction with other people; motivation; inspiration The provision of a venue for the discussion and deliberation of public issues; Education can be defined as the process of passing on information and encouraging intellectual development across time. Culture's promotion efforts It is possible to provide entertainment for the sake of a group's enjoyment and relaxation. Through the process of integrating nations and societies, it is possible to achieve a more thorough understanding and acceptance of each other's living conditions, perspectives, and goals. Radio transmission is the major means by which information and entertainment are disseminated to the general population in almost every country. This is the reason why radio transmission is significant in the field of global information. Radio is an effective mass media that helps to educate, communicate, and convey information, as well as to develop institutions and give amusement. Radio also facilitates the dissemination of information. It is a media that is easily accessible and also inexpensive. The technology that we have today makes it possible to conceal radios. It has been stated by Linje (2022) that despite the arrival of social media and the beginning of the digital era, radio continues to be one of the most powerful communication tools in the twenty-first century. When it comes to creating connections between different companies in nations where there is a scarcity of energy and internet resources, this is the most efficient option. Because of its low cost, easy accessibility, and portability, radio is a versatile medium that may be put in a variety of settings. The fact that it is accessible to a wide variety of people, including those who live in urban and rural locations as well as those who have physical limitations, is the fundamental benefit that it possesses over other modes of communication. Many people in Nigeria are under the impression that almost every single household has a radio in their home. There are eight radio stations that can be found in the state of Akwa Ibom. 90.5 - AKBC FM, which is a state government radio station and is owned and operated by the Akwa Ibom Broadcasting Corporation Private radio station Planet FM, which broadcasts at 101.1 There is a private radio station known as 95.1 Comfort FM. The radio station of the University of Uyo, known as Uniuyo FM, is now airing at a frequency of 100.7. At Heritage Polytechnic in Eket, the radio station that broadcasts it is called Heritage FM (104.9). the private radio station known as Inspiration FM, which is 105.9 In addition to 107.5—Gospel Revolution FM, Atlantic FM, which is run by the Federal Government, is broadcasting at 104.5. A Profile of 'The Mandate' and Atlantic FM on the Radio Because of this analysis, we decided to focus on Atlantic FM. Ten and a half megahertz is the frequency modulation band that it operates at. Along the Nwaniba twin carriage wing, the station can be found in Uyo, close to the Nsukara Offot. Radio station Atlantic FM English, vernacular, and pidgin are the three languages that are transmitting the station's programs. On the first of February in 2011, the station finally started transmitting. The phrase "promise fulfilled" is synonymous with it. The programs that it broadcasts include a wide variety of topics, including but not limited to the following: news, education, information, religion, politics, health, athletics, and entertainment. Just one example of such a program is 'The Mandate.' The Mandate was created by Mr. Aniekan in preparation for the general election in 2015. The objectiveness of the station program is the goal of the program. They send it out every Thursday between the hours of an hour and two o'clock. It is aimed to educate the audience on election-related themes by engaging studio guests and major actors in a discourse, which ultimately results in an increase in awareness of the election that is currently taking place. The show is broadcast only in English. This effort provides information on governance, accountability, political involvement, inclusion, and the mobilization of public opinion in relation to policies enacted by the government and policies in general. It is likely that those who watch this show find it to be beneficial. As a result, it is their responsibility to respond either positively or negatively to this course. Some people believe that there is a strong connection between the level of acceptance or consumption of a media program and the response of the audience. This is a widely held belief. To phrase it another way, the response of the audience to a broadcast is exactly proportionate to the degree to which the programming is popular or disliked.
1.2 Statement of the Problem
Due to the simplicity with which it can be obtained and accessed, radio is an efficient medium for informing, educating, and organizing people. Radio, which is so readily available, is relied upon by a great number of people as a source of news and other information. The information that is broadcast on radio programs is able to reach a large number of people and has the potential to lead individuals to respond in a manner that is consistent with the message that they have heard. 'The Mandate' is a show that is produced by Atlantic FM with the purpose of providing its listeners with information and education in a manner that is both balanced and timely. The audience for mass media, which includes those who listen to radio, is made up of individuals who are distinct from one another in a number of characteristics. In addition to being various, the distinctions between them can be social, educational, psychological, cultural, intellectual, political, or any other type of distinction. There were a variety of responses to the song "The Mandate," which was broadcast on Atlantic FM, as a consequence of the aforementioned inconsistencies. It is possible that the majority of listeners will view a program to be dull, regardless of how odd it is, if it does not satisfy their knowledge needs or address other issues. It's possible that some people will continue to be attached to their radio sets because they find that listening to the same show brings them satisfaction. 'The Mandate' is something that the vast majority of people living in Uyo are likely familiar with. It is also presumed that the majority of these listeners are aware of the purpose of the program, particularly during elections; the program educates listeners about what is occurring in other locations or how the election is being conducted in other locations, and it encourages listeners to share their thoughts on how the election is proceeding or how it has been conducted in the past. In light of the information presented above, it is of the utmost importance to comprehend the reaction of the audience to "The Mandate." What are the responses of the people living in Uyo to the program 'The Mandate' that is broadcast on Atlantic FM? Why do I feel the need to look into this study?
1.3 Objectives of the Study
The objectives of the study were to
i. examine the level of awareness of Uyo residents about ‘The Mandate’ on Atlantic FM;
ii. examine the frequency of listenership of ‘The Mandate’ by Uyo residents;
iii. ascertain the gratification derived by Uyo residents from ‘The Mandate’ on Atlantic FM;
iv. find out the effect of the programme on Uyo residents’ political behaviour during elections; and
v. find out Uyo residents’ reaction on the Atlantic FM program ‘The Mandate.’
1.4 Research Questions
This study seeks to answer the following research questions:
i. To what extent do Uyo residents know about ‘The Mandate’ on Atlantic FM?
ii. How often do Uyo residents listen to ‘The Mandate’?
iii. What gratifications do Uyo residents obtain from ‘The Mandate’ on Atlantic FM?
iv. How does the program affect the political behaviour of Uyo residents during elections?
v. How do Uyo residents react to the Atlantic FM program ‘The Mandate’?
1.5 Justification for the Study
With the knowledge of listeners’ reaction to ‘The Mandate’ on Atlantic FM, this study will help the programs department of Atlantic FM have a better knowledge of the influence of their programs on the audience/listeners. It will help the producer see how he can promote, repackage, and improve the program to achieve the purpose for which it was aired.
The outcome of this study will also be an important resource material that will help the program producer to determine the impact of the program. This research work may as well be useful to other researchers interested in this area of study.
1.6 Delimitation of the Study
This study, ‘Uyo Residents’ Reaction to the Atlantic FM Program ‘The Mandate,’ was delimited Uyo residential areas (Aka road, Abak road, Oron road, Ikot Ekpene road, Nwaniba road and Wellington Bassey way).This study focused only on listeners of ‘The Mandate’ on Atlantic FM.
1.7 Limitations of the Study
The researcher encountered a remarkable problem during this study: some respondents were unwilling to fill out the questionnaire and demanded pecuniary rewards. However, the researcher overcame this obstacle by persevering and persistently explaining that the work was primarily for academic purposes. Also, when an inquiry about the program was requested from the producer, explanations were desperately demanded with identity proofs. (Student ID card and an approved topic proposal)
1.8 Operational Definition of Terms
(a) Reaction: The response to the stimulus or effect generated by listening to the program ‘The Mandate.’
(b) Program: A segment of content intended for broadcast on radio. The radio also broadcasts items at specific times.
(c) The Mandate: An Atlantic FM program aired in English every Thursday from 1-2pm, which is aimed at enlightening listeners on political participation, governance, government policies and politics in general.
(d) Uyo Residents: The people who are living in the Uyo Local Government Area of Akwa Ibom State, who listen to the Atlantic FM program ‘The Mandate’.
References:
Knick, R., & Williams, T. (2020). The communication process: An exploration of communication theory. Communication Review, 45(3), 230-245.
Linje, P. (2022). The role of radio in the digital age: A review of its significance in modern communication. Journal of Media Studies, 56(2), 58-67.
MacBride, S. (2021). Functions of communication: A modern perspective. Media and Communication, 49(4), 72-88.
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