INVESTIGATING THE RADIO LISTENING HABITS OF STUDENTS OF HIGHER INSTITUTIONS IN NIGERIA: A STUDY OF MADONNA UNIVERSITY

Abstract

The study examined the radio listening habits of students at Madonna University, Okija Campus. The main objective of the study was to ascertain the radio listening habits of university students and their attitude to broadcast programmes. The Survey research method was adopted, while structured questionnaire and personal interview were the research instruments used. Madonna University (Okija Campus) was the area of study. The population of the study was two thousand, six hundred and nineteen (2,619), while the sample size was two hundred (200) students. The study is hinged on the Uses and Gratification and the Individual Difference theories of communication. It was discovered that students have an easy access to radio in the campus, but do not listen to radio regularly. The programming pattern adopted by radio stations influence students’ attitude to programmes. It is recommended that radio stations adopt creative means of ensuring that programmes that satisfy the expectations of the audience are introduced.