Radio Listenership Among the Elite in Cape Coast Metropolis

doi:10.7176/nmmc/94-03

Abstract

The paper investigated into the radio listenership among the elite in Cape Coast Metropolis (CCM) . The study employed the descriptive cross-sectional survey design. The population of the study comprised 379 elite from the public and the private sectors. Stratified and simple random sampling techniques were employed to select respondents from the various strata and to administer self administered survey questionnaire. Quantitative data collected was analysed with descriptive statistics and inferential statistics such as frequencies, percentages, means, standard deviations, and one - way analysis. The study found that majority of elite listeners of radio in CCM were 20-25 years, males, government employees and first-degree holders. The best three radio stations in CCM were Atlantic Fm, Cape FM, and Eagle FM. The major programme of interest to listeners of radio in CCM was the morning show. Respondents in CCM listened to the radio more in the morning and evening (before work and after work) as compared to during working hours. The level of satisfaction for radio in CCM by respondents was very good; however, they also listened to other radio stations outside CCM largely from Accra, for which respondents’ level of satisfaction was rather excellent. It was therefore recommended that management of radio stations in CCM continue to partner with radio stations in Accra for broadcasting their major news; and introduce new and interesting programmes to capture and retain listeners during working hours and for listeners within the age bracket of 41 and above. Keywords: Radio, Listenership, Elite, Metropolis, Programmes and Factors DOI: 10.7176/NMMC/94-03 Publication date: December 31 st 2020

Highlights

1.1 Background to the Study Radio broadcasting plays several important roles in peoples’ lives all over world and is used as major sources of information and news on what is happening within the local community, at the national level or at the international level (Anquandah, 2012, Gathigi, 2009)
The three research questions were what caliber of people listens to radio in Cape Coast Metropolis in terms of gender, age, and employment status and level education?; How do demographic variables of respondents affect the predetermined factors on their choice of radio in CCM?; and lastly what programmes and timing make the best radio station in the CCM to respondents and why would respondents choose a radio station outside CCM?
4.1 Research Question One: What category of the elites listens to the radio in Cape Coast Metropolis? Research question one sought to determine the category of the elites that listen to the radio in Cape Coast Metropolis and this was examined in terms of gender, age, employment status and level of education

Summary

Introduction

1.1 Background to the Study Radio broadcasting plays several important roles in peoples’ lives all over world and is used as major sources of information and news on what is happening within the local community, at the national level or at the international level (Anquandah, 2012, Gathigi, 2009). Radio provides an opportunity for people to interpret the world on their own (Hendy, 2000). For these reason Gathigi, (2009) revealed that radio remains a simple medium and the less expensive as compared to other media. He further concluded that radio has the emancipation power and allows people who are otherwise excluded from other forms of mainstream media such as print media, a channel to express their voice and a role to play in public discourse. Political, economic, and cultural information access and participation of different population groupings

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Conclusion