RADIO LISTENERSHIP PATTERN AMONG MARKET WOMEN (A Case Study of Gbaji Market Women, Ibadan and Akpan Andem Women Market, Uyo)

CHAPTER ONE

1. Introduction

1. Background to the Study

Radio broadcasting in Nigeria began in 1932 with the introduction of wired broadcasting popularly known as Radio Distribution Service, (RDS). Under this form of broadcasting, programs were relayed or distributed using wires connected to loud speakers installed in the homes of subscribers who had paid a small subscription fee for this system and were also provided with a make shift and home apparatus (Uche,2013). The Lagos studio distributed programs originating from the British Empire Service from Daventry, England as part of the British Broadcasting Corporation (BBC) external service. The increasing popularity of the Radio Distribution Service in Nigeria made it to expand to other stations outside Lagos. This method of broadcasting known aswired broadcasting; bywired wireless; differed from the wireless broadcasting; which is the transmission of programs through radio waves (Electro-magnetic waves).

Radio listenership is an effective way of communication especially in Nigeria. Most people who cannot afford television easily resort to radio as it is the easiest means of getting across to the poor in developing countries (Andre 2007).

Radio being usually used by people of the lower class in Nigeria have got a series of pattern through which it is being listened to especially by market women In Akwa Ibom state as necessitated by this study.

Mass communication media are made up of print and electronic broadcast media. “John witz” a famous scholar in mass communication described mass communication as comprising institution and techniques by which specialized groups of people interact, whether knowingly or unconsciously (Cheestango 2012: 63).

Another school of thought says, it is a process in which communication make use of mechanical media to disseminate information rapidly and continuous to arose intended meaning to a large diverse audience in an attempt to influence them in a variety of ways(Robert 2005: 45).

Charles Wright in his own account says, mass communication is a special kind of social communication involving distinctive operative conditions. Primarily among which are; nature of the audience, subject of communication and the experience of the communication” Mass communication, can simply be classified under three (3) categories. We have the T.V and radio production, public relation section and print medium.

But this study basically dealt with radio. Radio is one of the most ubiquitous, the most effective and cheapest medium of mass communication available to man. This provided opportunity for men to understand both his immediate and distant environment. With the use of radio, we can communicate across space see and distant points.

Likeany   electronic   media   radio   broadcasting   involves the following;

PROCESSES: The first is production of programs, the second istransmission and the third stage is reception.

Unlike watching T.V, reading a newspaper, radio listening is usually done by one person alone, it is a personal one-to-one medium and it i also mobile. As a matter of fact, it is generally undisputable that daily and weekly reach of radio exceed other media.

In addition, radio brings sense of intimacy and personal involvement between the presenter and the listeners. The audiences of radio are limited only to the elite in the society; it also includes the transporters, the house wives, and market women and so on.

As women constitute the bulk in the populace, their role in sustainable development cannot be over emphasized. Their resources have been properly mobilized and channels in order to achieve the desired goals.

The women are noted for being custodians of the future.

Nowadays different classes of women exist in Nigeria, the position of women determine how they relate to their various environment one cannot compare the contribution of the less privilege women in the society to the privilege ones. Unlike the olden days where women are regarded as cooks, now, women are also in the top position. They as well participate in politicsthy get first-hand information from the mass media by listening to radio watching T.V and reading newspapers and magazines.

1. Statement of the Problem

This is the study of the effect of broadcast media on the society with particular reference on “Radio Listenership Pattern among market women in Akwa-Ibom state” has steadily declined overtime; this has often led to the difficulty in information dissemination. Some scholars are of the view that the pattern of radio listenership may have been responsible for this menace others say that it may have been as a result of loss of interest in radio listening. But whichever way, the difficultly in information dissemination have necessitated this study.

1. Research Questions

1. Is broadcast media essential to the market women?

1. How has the broadcast media served the market women?

1. Do market women engage in broadcasting media?

1. Is broadcast media the fastest mode of disseminating of information to the market women?
2. What is the fastest and cheapest means of information dissemination?

1. Objectives of the Study

1. The aim of the research work is to determine radio listenership

Among market women.

1. To highlights the role of broadcast media to women.

1. To examine the fastest and cheapest means of information dissemination.

1. To examine the pattern of radio listening in market women.

1. To examine how radio listenership has contributed to information dissemination.

1. Significance of the Study

The finding of the research work will assist radio planners in designing programmes to attain maximum message effectiveness among market women.

However, this study will show the duties of broadcast media on the market own, it will examine how broadcast bring dissemination of information to Itam market women in Ibadan and Akpan Andem market women in

Uyo.                                                                                                                                          -

1. Scope of the Study

The scope of this study is majorly on the assessment of radio listenership among market women in Akwa Ibom state with a case study of Itam and Akpan Andem markets.

1. Limitation to the Study

The study was limited by two major factors; financial constraint and time. Insufficient fund and time tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in theprocess of data collection (internet, questionnaire and interview).

1. Operational Definition of Terms

Radio: The activity of broadcasting programs for people to listen to; the programs that are broadcast.

Radio is a piece of equipment used for listening to programs thatare broadcast to the public. It is a process of sending and receiving message through the air using “ELECTROMAGNETIC” waves. Radio is on electronic devise that uses electromagnetic magnetic waves for the transmission of messages, information communication and it possess some attributes which place it upon the television broadcasting. The radio broadcast also involves the communication process i.e. SMCR. In radio broadcasting, there are several methods of categorizing a radio station. Its broadcasting band can

assist  one  to  know  whether  it  is  an  A.M,  F.M  or  S.W.

Market Women:These are people that display goods for sale in a market.

These are the people who interpretation for these activities and try to co-ordinate them. In other hand market women getting the right good at the right quantities and qualities to the right people in the right places and at

Audience:The group of people who have gathered to watch or listen to something( a play,concert,somebody speaking etc.)

This is a term that is well understood be media practitioners asthose people who are exposed to media message.