AUDIENCE PERCEPTION OF RADIO BROADCASTING AS A TOOL FOR CREATING AWARENESS ON GIRL-CHILD EDUCATION IN KADUNA STATE: A STUDY OF KSMC RADIO’S A CECE SU.
AUDIENCE PERCEPTION OF RADIO BROADCASTING AS A TOOL FOR CREATING AWARENESS ON GIRL-CHILD EDUCATION IN KADUNA STATE: A STUDY OF KSMC RADIO’S A CECE SU.
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Date
2016-06
Authors
ABDUL, ONOZARE
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Abstract
The major focus of this study is to find out how the audience perceives the radio programme
A Cece Su (which means Let’s Save Them in the Hausa language) as a tool for creating
awareness of girl-child developmental issues. The survey method was adopted for the study.
A questionnaire containing multiple-choice and written-response questions was administered
to three hundred (300) respondents from three randomly selected local government areas of
Kaduna state in Northwest Nigeria. Data obtained from copies of the returned questionnaires
were analysed using simple percentages and chi-square-based statistics. Analyses reveal that
majority of respondents do not see the selected radio broadcast programme as sufficient on its
own (in its present form) to bring about increased awareness on issues concerning the girlchild,
her education and development. Particular important are concerns by many respondents
in their written responses on how broadcast messages could help feed the girl-child and hence
their recommendations for functional education that translates to income generation to be a
part of the broadcast. Their recommendations are consistent with the Social Responsibility
model of the press. Furthermore, chi-square analyses of the results at the 5% level of
significance showed some statistically important demographic differences that could inform
policy in favour of the girl-child. Particularly, statistically significant (p<0.001) and strong
(Cramer’s V parameter 0.52) differences were found for radio access in favour of the male
and for opinions on equal gender opportunities and educational level (p<0.001 and Cramer’s
V of 0.47), with educated respondents showing a bias for equal opportunities. The former
could inform a radio drive to provide radios for females while the latter indicates a bias that is
consistent with the interaction and social integration aspects of the Uses and Gratification
model (one of the audience perception theories).
Description
A THESIS SUBMITTED TO THE SCHOOL OF POSTGRADUATE STUDIES
AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD
OF A
MASTER OF SCIENCE DEGREE IN MASS COMMUNICATION.
DEPARTMENT OF MASS COMMUNICATION,
FACULTY OF SOCIAL SCIENCES
AHMADU BELLO UNIVERSITY, ZARIA
NIGERIA
Keywords
AUDIENCE PERCEPTION,, RADIO BROADCASTING ,, TOOL,, CREATING AWARENESS,, GIRL-CHILD EDUCATION,, KADUNA STATE,, KSMC RADIO’S A CECE SU,, STUDY,