Abstract
In this study it is argued that the well-known Palmgreen and Rayburn model of uses and gratifications based on a expectancy-value perspective can be utilized for the analysis of radio listeners' use of radio programmes. This model was originally developed from research on television news. It seems necessary to adjust this model to increase its generalizability regarding intercultural studies and the use of different mass media. This research was done among Black radio listeners in the PWV area. From the results it seems that the majority of the respondents were able to satisfy their needs for information, education and entertainment through selective exposure to radio programmes.
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