Attitudes of Yemeni Audience towards Local Private Radio stations: A Field Study on FM Stations

Abstract

This study aimed to explore the attitudes of Yemeni audience towards the local FM radio stations. It investigated the attitudes of the audience towards the performance of the new radio stations in the country. A field study was carried out on a sample of the public audience in the vicinity of the capital Sana'a by conducting a survey on a random stratified sample of 300 respondents. The study revealed that Yemeni audience had positive and negative attitudes towards the performance of the modern radio stations. The findings showed that there was a positive correlation between the level, motivations and gratifications of exposure and the attitudes towards the local private radio stations. The results also revealed differences among the Yemeni audience in the level of their attitudes towards the radio stations based on the variations in variables of gender and level of education.