A STUDY OF SELECT RADIO DRAMA PROGRAMMES ON

BROADCASTING COPORATION
Abstract

The research study was aimed at radio drama as a tool for the eradication of social

vices in Abia State Broadcasting Corporation. The study addressed four research

questions. The study adopted the survey research design method using the

questionnaire as the research instrument. The findings revealed among others that

there are factors that hinder development of rural areas and its dwellers through the

broadcast media (radio). The study recommended amongst others that the government

should put up more and effective developmental programmes on radio ranging from

educational programmes to enlightenment programmes and instructional programmes

to foster development in rural areas and its dwellers. The study also suggested that

further studies should be carried on radio broadcast programmes and rural

development to eradicate the possible challenges emerging from rural development.

 CHAPTER ONE

INTRODUCTION

Background Of the Study

For the past years, the issue of social vices such as corruption, bribery, cheating,

stealing, lying, drunkenness etc. has become matters of utmost concern to the society.

There is therefore, the need to explore veritable tools of communicating to people in

order to cause them to change for good by possibly educating them more on the above

social issues. Drama seems to be one of those most appropriate and suitable means of

disseminating vital information to a mass audience. Its reach through the radio and

accessibility of radio as a medium of communication makes it a veritable tool. Almost

everybody can afford a radio set in the society. Lassnell (1998).

Derlo (1996) see drama as entertainment programme, which shows how men react to

situation and the environment. It uses the activities and action of characters in the

plot. Through appropriate method of delivery to excite human feelings. Drama

programmes entertain and enliven people, but their ultimate good is to educate. Most

of the radio and television houses in Nigeria work with drama sketches with

occupationally serious themes. More local drama performance with salient social

vices messages could be staged and acted by the primary and secondary school

people. In both rural and urban area for instance, comment: rephrase the underlined

words. To which their parent and guardians will be lavished that is attracted large

audience. This because people tend to engage more in non-serious and entertaining

programmes than serious entertaining programmes.

The drama of individual countries can be found in the natural literature articles such

as American literature, French literature and Spanish literature etc, they are also

separate articles on English drama and Greek drama among others. At the very start of
Western drama the Greek recognized the complex interaction between actors and

audience and enquired deeply in between actors and audience and enquired deeply in

communication and practice into the meaning of an institution that was the hart of

their civic and religious life Wikandar (2000).

In Abia State radio, drama programme is always prominent in the programme

schedule of the station and takes various forms and names. It is sponsored by society

for family health, the United State Agency of International Development, Federal

Ministry of Health, Ministry of Social Welfare and so on. According to a free

Encyclopedia in the internet Wikipedia drama achieves wide spread popularly within

a decade of its initial development in the 1920s. By the 1940s it was a leading internal

popular entertainment.

. 1.2 Statement of the Problem

Issues like social vices require serious attention. There is the need to alert, to make

people be aware of issues like corruption and other social vices. This is because the

public needs to be informed and educated on some of these issues. It means therefore

that ignorance as a problem should be eliminated through public information.

The problem however, is how to identify the best way or approach to communicate

vital societal vices to a heterogeneous and mass audience with a high rate. At the

same time, choosing a method of arousing the audience towards changing their

attitude regarding social vices, the question before this study is, can drama serve as a

tool for eradication of social vices? This is the puzzle, which the researcher intends to

tackle in the course of this work.

1.3 Objectives of the Study

The main objective of the study is to examine drama as a tool for eradication of social

vices. The specific objectives are to:

Ascertain whether drama is an effective and suitable too for eradication of social

vices.

Examine the effect and impact of the message content in the audience using drama.

Find out the best and possible ways to reach the mass audience in issues of public

concern.

Proffer solution or make recommendation of the problems of drama in reaching the

target audience and heterogeneous populace.

1.4 Research Questions

The following research questions could be asked to guide the researcher:

Does drama really serve as an effective tool for the eradication of social vices?

Do people perceive drama as a tool for eradication of social vices?

Has drama programme any impact on social vices?

Has drama programme been made to achieve its intended objective?

1.5 Significance of the Study

This research significant is in various ways. It is hoped that the result of the study will

be of immense of benefit and useful to the money makers and communication

planners because they will be furnished with basis for curriculum development which

will take cognizance of the analysis of drama as a tool for eradication of social vices.

It is hoped that both state and federal ministries of information and radio houses will

make use of some of the findings in their policy formulation.

It is believed that the findings from this study will serve as a valuable and useful

guide to future researchers as it can serve as a reference for further researchers in the

field of mass communication and other related disciplines.

1.6 Scope of study

The study is restricted to radio drama as a tool for the eradication of social vices in

Abia State Broadcasting Corporation. The drama programmes studied include: “one

Thing at a Time” “Story, Story”, and “Flavour”. The editions studied are those played

in the first half of 2016.

1.7 Limitation of Study

The study in one way or the order has its set-backs. Time was a limited factor, the

time allowed for the research was too short, since the researcher had in addition to

writing this project other academic cause to handle at the same time as such a vices

was constrained.

Moreover, due to current economic problem in the country it was difficult for the

researcher to extend the research to any order radio house. Most importantly the

researcher was faced with financial constrained to probe into many variables because

of fare. Another limitation was the unwillingness of the respondents to attend to the

research instrument.

1.8 Definition of terms

Drama: This is an entertainment programme which shows how man react to his

situation on the environment it uses the activities and action of characters in the plot

through appropriate language of delivery to excite human feelings.

Programmes: This is a lineup of activities or shows a television or radio broadcasting

as for a particular day

 CHAPTER TWO

LITERATURE REVIEW

2.0 INTRODUCTION

This section of the research is focused on carrying out an extensive literature on the

concept under study. This chapter is compartmentalized into three sections namely;

conceptual literature, theoretical framework and empirical literature. The gap in

literature was also elucidated.

2.1 CONCEPTUAL LITERATURE

2.1.1 Radio and Development

Since the dawn of civilisation about two and half million years ago, every society’s

growth, survival and continuity depends on among other things, a system of

communication, through which people exchange of ideas, feeling; an economic

system for the production of goods and services, a health system to counteract disease

and ensure human reproduction; a sociopolitical system to maintain control and order

and a defence system to protect their territories against external aggression (Ugboaja,

2010).

Ndolo (2006) observes that the partial success of modern mass media application for

development projects, especially in the rural areas have resulted in various calls by

communication scholars for rural development agents in the field, for a greater

utilisation of indigenous communication channels for rural development.

According to Mogekwu (2009), the importance of rural radio in the introduction and

sustenance of change in rural communities is undeniable, yet, successive Nigerian

leaders have continued to utilize the Western mass media as the panacea for rural

development, thus, there is a pressing need to improve and create more rural stations

and create programmes that will meet the needs of the rural dwellers, thereby,
bringing about national development. Radio can be used to mobilise the people at the

grass root level for community development and national consciousness. No serious

mass-oriented development programme, especially in rural communities in Africa

ever succeeds without the active involvement of the people within the traditional

system.

Rural radio programme serves as a source of cultural, political, health and other

educational and enlightenment programmes for the masses, leading them towards

self-actualisation and national development. It is in this light that Okam (2013)

submits that much of the failure that attends government mass–oriented programmes

are traceable to the fact that policy makers at the national level fail to utilise this

powerful and credible medium. Radio can be used as a source of entertainment

through arts and cultural festivals, musicals and dramatic performance, by local

singing groups, masquerades and other music and drama groups. Radio is a medium

of communication through which the individuals share the world around them and

beyond their immediate environment. Radio in a country should influence social and,

especially the political fabric. The social objective of using radio to mobilise people in

Nigeria entails the area of education, information and entertainment. It is essential to

provide through radio a kind of general education for people, irrespective of their

educational background. This would be by a combination of formal and informal form

of education.

Electronic media generally, according to Asemah (2014), provide the public with

information. Electronic media serve as watchdog and do not abuse power. For

education, there is thrill of learning from the source material. Radio as an electronic

media, is expected to play the role of improving and changing social, cultural,

political and technological thinking, which will, in the long run, have positive results
on the process of rural development. This sensitive role expected to be played by

radio is not far from the fact that it shows special qualities in disseminating

information. Radio is so powerful that it brings political, economic and social news to

any community or group of communities faster than other medium. Nwuneli, cited in

Asemah (2013) in his own contribution on the role of radio, says, it has brought

stimulus into the house, brings about competitions within families, thereby, grooming

people who will contribute positively to the process of development. This fact agrees

with the idea of Wigwe (2015) because of the emphasis on grassroots development.

Salama (2013) notes that radio serves as an opinion leader in its news commentary

and editorial. It mirrors the society in programmes like drama that present issues

relevant to society in action which creates easy understanding and learning.

It informs and educates the listeners in its discussion and documentary programmes. It

entertains in its light programmes like musicals, sports comedy and dances. It also

seeks to improve the society in its special occupational programmes geared towards

agricultural business and other related areas. In essence therefore, radio can be

employed to pass across vital information about latest techniques in agriculture, trends

in agricultural extension services, etc, to the generality of rural dwellers. Moemeka

(2012) remarks that a local broadcast media like radio, if well managed, fully

operated, will provide a continuous flow of educational information on all aspects that

affect the lives of rural communities and also arouse their awareness with a view to

changing what is detrimental to their lives. Thus, radio can be effectively used to

promote health related issues. Radio educates, informs and enlightens the public of

which the rural populace are included.

Radio just like television is a tool that can be used to bring about positive attitudinal

change in the audience. Radio helps to achieve development, both in the rural and
urban areas, as issues of development are aired to the audience in the form of various

programmes and individuals are exposed to happenings in and around their society,

through listening to programmes.

Radio can be employed to pass vital information about the right attitude, behaviour,

knowledge, techniques and skills, which are expected from the members of the public.

Radio has been found to be one of the most effective media of transforming a hither-

to, under-developed society to a developed polity. Ojebode (2003) concurs when he

says that with few years of its emergence, radio has metamorphosed from being an

object of private concern, to a political and development instrument in the hands of

governments and NGOs. The information dispersing and the enlightenment role of

radio is the commonest of its functions. This disseminating function according to

Asemah (2011), covers information to people‟s alertness to health, agriculture,

education, economy, politics, etc. In this case, lectures, news, entertainment, drama,

discussions etc, can be used. Radio stations in Nigeria often relay special programmes

that promote rural development. More so, radio has the capacity to mobilise support

for government programmes. Thus, the government at various levels - local, state and

national, have used both radio and television to mobilise support for its programmes.

Arulogun and Adesiyan (2008) notes that successful governments in Nigeria have

used the media to console people and reassure them of their support in times of fire

disaster, religious crisis, flood and other catastrophic events. During the crises in

plateau state, the government relied heavily on the mass media in holding together the

people; not only in terms of crisis, but also for the continuous peaceful coexistence of

the different ethnic groups. Both private and public television and radio stations have

introduced programmes, relayed jingles that lay emphasis on the need for peaceful

coexistence.
2.1.2 Concept of Development

Development as a concept is broad and therefore, does not subject itself to a single

definition. It indeed covers a wide range of human endeavours. According to Asemah

(2010), development is a process of change in attitude, social structure and general

acceleration of economic growth, through reduction of poverty and inequality.

Asemah (2011) notes that development in human society is a many sided process. At

the level of the individual, it implies increased skills and capacity, greater freedom,

creativity, self discipline, responsibility and material well being. The achievement of

any of these aspects is very much tied in with the state of the society as a whole.

Development involves the creation of opportunities for the realization of human

potentials. Human beings have certain basic requirements, which must be satisfied so

that they can properly function in the society. Among these are enough food,

employment and the elimination of the kinds of inequality, which lead to poverty.

Asemah (2010) sees development as a gradual process of bringing about positive

attitudinal change in the people. It is a continuous process of improving their living

conditions, through positive change. The essence of development according to

Asemah is the development of people with change in their attitude, leading to change

of habit. This means that just changing things without concurrent change of habit or

attitude is not a healthy development. Development is seen as a changing process of

knowledge, attitude and practices. It is in this context that the writer looks at

development. Keghku (2005) says that development generally implies change.

2.1.3 Development Communication

Information and Communication Technologies (ICTs) were recognized worldwide as

agents of development and they had made some strides in Nigeria. These ICTs

brought about radio of which the environment was such that it could not deliver
significant dividends for development. No scholar disputes the fact that the media has

enormous impact on any society. The only disparity of thinking is on whether the

media-induced changes are good or bad for the community. It is also a question of

how long it takes for media products to cause change in the lifestyles of people.

Therefore the need to be aware of the happenings around us and embrace change

brought about development communication. In the opinion of Okunna (2002:293)

development communication, implies communicating development message. Quoting

Edeani, she further defined development communication as the use of all forms of

communication in reporting, publicizing and promotion of development at all levels

of a society. In an attempt to give a vivid definition of the concept, Okunna cited

Quebral who viewed it as the art and science of human communication applied to the

speedy transformation of a country and the mass of its people.

Asadu (2009) demonstrates that development communication can also be called

communication for development, development journalism or communication for

social change. He further explained, that it simply means applying communication

principles to development objectives of a society. It is a multi-communication

approach aimed at informing, empowering, educating and mobilizing or motivating

the people to better lives in a sustainable way. At the community level, this type of

development exposes experts and local technologies in the village. Frazer and

Restrepo-Estrada as cited in Asadu (2009) defined communication for development as

the use of communication processes, techniques and media to help people towards

consensus, to help people plan actions for change and sustainable development, to

help people acquire the knowledge and skills they need, to improve their condition

and that of society and to improve the effectiveness of institutions.

In development communication, the people are the drivers of their own development.

It as well recognizes and respects the culture, attitude, intelligence and traditional

wisdom of the people. Therefore development that does not occur with the consent or

involvement of the beneficiaries, does not mean true development. Because people

will not feel committed to the project. By 2003, there were 113 radio broadcasting

stations in Nigeria, among these were 83 government-controlled and 30 commercial

stations. All the existing radio stations were located in the urban areas which were

either administrative capitals or commercial locations. Therefore the programmes of

radio, catered for the tastes of the population in these areas for instance government

agencies, elites etc.

And this makes development communication process unsuccessful when compared

with that of other countries; in terms of the level of development in those countries.

According to Ekwelie as quoted by Okunna (2002:293) a remarkable feature of

development communication is that it is only concerned with peoples welfare as

defined by them. The broadcasting environment as defined in policy, legislation and

regulation was also unfavourable. For example, the existing National Mass

Communication Policy is also unfavourable.

2.1.4 Modes of Mobilization for Social Change in the Rural Area.

According to Longman Dictionary of Contemporary English (1978) the verb

‘‘mobilize’’ means to gather together, people or things for a particular service or use.

Ucheanya (2003:70) demonstrated that mobilization increases the participation of

mature people in public issue, in quoting Nyirand he maintained that mobilization is

aimed at mustering national support for a successful programme. Thus it helps in

favourably modifying peoples behaviour and it enlightens people for mass

participation in public programmes. Radio, mobilize the masses for social change
through its various types of development programmes, which can also be called a

typology of development programmes. In definition, typology of development

programmes, means the different types of programmes that are deemed to be

development-oriented. The interpretation of the development orientation of the

different programmes is derived from the emphasis put on the development needs of

the rural dwellers. Some of the programmes, apart from news bulletins, should be

entirely in the local language. The time and days of the programmes are considered

more important because of the time and days they attract more listeners. Therefore,

programmes given more time also attract greater public interest than those given less

time in a week.

Firstly, the news programmes are among the most programmes listened to. The fact is

that the radio stations, schedule their news bulletins – both in the local language and

in English – around the same time. According to Okunna (2002) news as a

programme normally comes up around 7.00 - 8.30 local time and lasts for a duration

of 30 -45 minutes. Which shows that news is among their top priorities, apart from

major newscast, most radio stations also broadcast news updates, news commentaries,

news analyses and news talks as addendum to major news cast. These are the times

with highest number of listeners. As people always want to know what is happening

around them, in the federal government or State government and outside the country.

When things happens in the government house, within a few minutes even people

deep in the rural areas have already gotten the information, this is development

brought about by radio. This is good because it keeps the local community abreast

with what transpires in other parts of the continent after the media have relayed with

the foreign media or the internet.

Secondly the peace and reconciliation programmes are broadcast so as be able to

bring peace to warring countries or communities after years of war, which is one of

the duties of the media. For years now, the radio stations package peace and

reconciliation programmes, in collaboration with church leaders and Non-

Governmental Organizations (NGOs), drumming the spirit of reconciliation and

forgiveness of the rebels who have killed, abducted or maimed many people, as well

as destroyed or looted people’s property, the programme presenter play songs for the

rebels. The songs are often dedicated by members of the audience of which provisions

are made for phone-in, for the comments of the audience. So that after prolonged

insurgency; people are desperate for peace, which is a prerequisite for development.

Thirdly are the cultural awareness programmes, of which the programme presenters

are supposed to be well-versed with the norms, values and traditions of the

community which surround them. This contributes to “preservation” of culture and

knowledge of the traditional artefacts and certain important cultural practices which

would otherwise be extinct and should be discarded. Local music are broadcast to

promote culture and local artistes, The local musicians are invited to the studio to talk

about their songs, the lyrics, how they started etc. These processes help to inspire

other people, especially young ones, who may emulate and start performing or

compose their own songs. Radio, have become the best “marketing forum” for

musicians, through this musicians are brought to the limelight. The themes of the

songs are mostly on social issues and therefore a source of education for the public on

social values. This is one way to enhance development because the songs, motivate

people into doing positive things advocated for in the songs.

In addition, the religious programmes apart from DJ presentations, music and

advertisements, religious programmes are broadcast to enhance development, for

instance church leaders preaching to people to obey God, love one another, repent of

their sins in order to be forgiven, or renew their faith in the Lord. Sometimes prayers

are said and people receive healing and deliverance especially from the barbaric

activities in the rural areas and also ungodly acts. The fact that the radio stations

package religious programmes, means that they are important to the community. It

also mean that the radio stations choose to lay emphasis on religious programmes

because they believe most of the listeners are Christians.

Health Education is an aspect that should not be neglected because, the society can

only develop when people are healthy and the media have a responsibility to help

people live healthily. Along this line, the radio stations broadcast programmes during

which medical doctors appear in the studio(s) to talk about general or specific

diseases, their causes, symptoms and how to avoid them or where to seek for

treatment. Through it, the community gain tips on simple but important things like

disposal of garbage, cleanliness of the surroundings and utensils, and also personal

hygiene. This is an important element of development, because once people keep their

surroundings clean, then they can certainly reduce the risk of catching bacteria-

induced diseases.

The HIV/AIDS pandemic is another area that should be of interest to the radio crew.

As a reflection of the national agenda, which considers HIV/AIDS as a big threat to

national development, the radio crew package programmes aimed at sensitizing the

community on the disease (http://www.nationsencyclopedia.com.September

11,2011page two). The medical officials are invited to sensitize the community on the

ABC (Abstain, Be Faithful, and use Condom) model of HIV prevention, as well as on

HIV/AIDS counselling, prevention of transmission from mother to child among

others. The fact that health programmes are broadcast, reflects the ranking of health as
very significant to the community. As a factor of development, human health is very

important, and should be taken care of. The HIV patients should be taken care of and

advised on how to move on with their lives and also socialize with others in order to

move on.

Another vital point is information on Agriculture, the significance of radio in the

promotion of rural agriculture and helping people improve the peasantry lifestyles of

the rural dwellers show that farming is of great importance as a whole nation can be

wiped out without it. The other type of programmes are those initiated by the radio

crew themselves to update farmers about market prices, new crop uses, or the market

demands for certain crops. It also teaches farmers about animal and crop husbandry,

including techniques for planting, weeding, harvesting, storage and marketing

approaches. Farmers are encouraged to grow organic crops, which fetch higher prices

in the world markets. There should be a partnership between the agricultural experts

and the radio crew which help to drive home the right messages for the farmers.

Through radio, agricultural experts will be able to raise massive farmers awareness on

the symptoms of crop disease and how to handle it. Without radio, most people would

probably not know about the various plant diseases. However, the money realized

from farming and agricultural products could help solve some household problems

and alleviate poverty.

Furthermore, environment alert is of utmost importance too. Over the last decade,

following the first global summit on environment held in Rio de Janeiro, Brazil, in

1992, there has been a growing need for human beings to harness the

environment/natural resources for sustainable development. Radio, can sensitize the

public on the benefits of tree planting, nature conservation, protection of wetlands,

garbage collection for recycling and disposal, and a number of other environmental
topics. The key messages of the environmental experts should be, that for every tree

cut down two trees should be planted to replace it. And many people have taken heed

by planting trees.

2.1.4 Problems Associated with Using Radio for Rural Development

There are so many factors that hinder development communication in Nigeria. This

informs why most social development programmes in Nigeria often fail. Among the

problems are:

Communication Related Problems: The communicator plays a very significant role

in the process of communication. The communicator is the man or woman who

disseminates the information. The communicator has a big task to play in order to

affect the people positively with his social development messages. If in the process of

communication, the communicator is weak or bad, it will negatively affect the whole

communication process.

Message Related Problems: The message is the actual physical product of the

communicator. The message is the contents, the feelings, notions, ideas, etc, which we

pass across to the people, so as to affect them. In communicating social development

programmes, the communicator has to use the right codes, symbols, languages, etc.

Thus, Nwosu (1990) says that one of such problems is the use of correct codes and

symbols for communicating messages. This has to do with correct language, diction

or right choice of words. What is called for here is correct use of whatever language

you are using to communicate to your audience. The message must also appeal to the

people's interest and value, before it can get their attention. The people, especially

those in the rural areas are easily influenced when communicated messages are in line

with their pre-existing attitudes. The message must reflect the culture, belief,

attitudes, etc, of the people. The message according to Nwosu, must have some
utilitarian values before it can catch people's attention, arouse their interests and

possibly, move them to action. The message must also have attention getting devices

such as bold heading, carefully selected typography, boxes and illustrations in order to

be effective. However, many communicators in Nigeria do not yet seem to realise the

import of good message presentation or are not putting into adequate practice what

they know on this issue. The general trend is that, most communicators know what to

say but, they do not know how to say it well. Any message that does not contain any

substance will not be effective, even if it is well written, spoken or presented.

The Use of English Language by the Electronic Media: Most development

communication messages are still carried out in English language, even when they are

aimed at the rural dwellers. Despite the fact that radio and television sets are made

available to Nigerians, research has shown that there are still by far, more English

language programmes in Nigerian radio and television stations than local language

programmes. Virtually all the broadcast programmes in our stations are produced in

English language. This implies that the rural dwellers are not taken into consideration

thus; the message will not have any effect on them.

Multiplicity of Language in Nigeria: There are so many languages in Nigeria and

there is always a kind of confusion on which one to use to communicate development

messages that will touch on every ethnic group. The problem of multiplicity of

languages in Nigeria is largely responsible for the inefficient system of

communication in Nigeria. Nwosu (1990) notes that there seems not to be an absolute

agreement on the actual number of languages in Nigeria. While Frank Ugboaja says

we have 178 Nigeria languages, William Hatchen says that we have 250 languages in

Nigeria. Nwosu maintains that mediated message still go to literate Nigerians who can

read and write English or any of the local languages while the majority of Nigerians
who are illiterate and live in rural areas are still cut off from the flow of mass

mediated information.

Lack of Audience Feedback: Feedback is very important in communication process.

Little or no audience feedback can also hinder the social development programmes.

Feedback according to Asemah (2009) is the reaction to the message sent to the

receiver. The way the receivers (target audience) understand the message can affect

their reactions or responses. Feedback, whether positive or negative, is necessary for

effective two-dimensional or multi-dimensional communication process. It is

important for the communicator to find out through feedbacks how his messages are

perceived, good? bad?, etc. If the feedback is negative, he (communicator) will be

able to make necessary adjustments that will improve and sustain his communication

effort. The audience- members can also help by participating more in the

communication process through feedback mechanism. Feedback is important because

it enables the communicator to know whether the audiences actually understand the

message and whether they are willing to practice what they have been told.

Dearth of Qualified Personnel: One of the problems facing development

communication has to do with the quality of personnel. Most of those in the business

of development communication are not really experts in various aspects of

development studies. Most are at best experts only on core communication courses,

without basic knowledge in other social science courses like rural sociology,

economics and other related development studies, which promote sustainable human

development.

Urban- Centred Development Journalism: A corollary to the above is that, because

of the nature of their training, they are exposed to their foreign related mass

communication. Most of the reports of development journalist are urban-based. Most

development journalists focus mainly on the activities of urban setting. This is not

unconnected with the fact that there is larger concentration of media practitioners in

urban areas like Abuja, Lagos, Ibadan, etc.

2.1.5 Community Radio Broadcasting

Community broadcasting is a grassroots focused system of public communication

which has become popular in many countries of the world especially Europe, North

America and Latin America. Interestingly, the African Charter on Broadcasting

recognises and advocates for a three tier radio regime in individual African countries:

public service, commercial/private and community.

Pate and Abubakar (2013) quoting Fraser and Estrada (2001) observes that public

service broadcasting is generally conducted by a statutory entity, usually but not

necessarily state-supported or state-owned corporation with broadcasting policies and

programming often controlled by a public body, such as a council or a legally

constituted authority… and community broadcasting is that non-profit service that is

owned and managed by a particular community, usually through a trust, foundation,

or association. Its aim is to serve and benefit that community; relying on the resources

of the community. A ‘community’ in communication parlance is understood within

spatial and social contexts (Alumuku, 2006; Ayedum-Aluma & Olatubosun, 2011). In

its spatial context, community is viewed relative to geographical territory or a

particular cultural or political entity. In the social context, it is defined in terms of

shared interests, tastes, and values as well as demographic and psychographic factors.

It must be emphasized that people form community, not simply by living in proximity

and having functional ‘utilitarian’ contacts with each other, but because they truly

communicate with each other and create common symbols and meanings together.

Therefore, the community for community radio is defined along these two contexts.
Thus, according to Ayedum-Aluma and Olatubosun (2011), the community of

community radio “may refer to a group having a common language, a common

history, a common lifestyle, as well as a common residence or locality.” This also

means that the community is not just a local entity, but could also be a global entity,

reinforced by Information and Communication Technologies (ICTs). From a

simplistic perspective, community radio is the radio station established and operated

by the people of a specific community to advance, promote and protect the

community’s common interest and objectives. In a broader sense, the African Charter

on Broadcasting defines community radio as the “broadcasting which is for, by and

about the community, whose ownership and management is representative of the

community, which pursues a social development agenda, and which is non-profit”

(portal.unesco.org).

2.2 Theoretical Framework

2.2.1 Development Media Theory

Theories are used as conceptual clarification in the conduct of a research that ought to

be carried out as a guide to a subject practice. This is to help a researcher to design

questions to apply for an investigation that is suitable for the study. The development

media theory seems appropriate for this study. The theory holds that the media have a

role to play in facilitating the process of economic development in the developing

countries. According to the development media theory, the media are to be used to

serve the general good of the nation. The media are seen as agents of economic

development and social change in any community thus, the theory says that the media

should be used to complement government's efforts by carrying out programmes that

will lead to positive behavioural change among the people. The development media

theory according to Okunna (1999), accepts that economic development and nation
building should take precedence over some freedom of the press and of individuals. In

addition, the theory advocates that the mass media should assist the government in the

task of nation building and that government should control the media as well as

journalist to achieve this goal. The theory is relevant to the study because it lays

emphasis on using the media to develop the society. This implies that the media have

the capacity to positively affect the society. Thus, the media need to be employed to

bring about social, political and economic development in the society.

2.3 Empirical Literature

Some of the related studies carried out on the concept under study will be reviewed in

this section.

Olusegun (2015) carried out a study on making a Case for Community Radio in

Nigeria. According to him, community radio has assumed a monumental growth in

the last two decades in several nations of the world. This development is largely due

to its potential to democratize and provide a horizontal form of communication, thus,

contributing more meaningfully to development efforts than the other forms of

broadcasting. Despite these efforts, it is very disheartening to note the non-existence

of a single community radio in Nigeria, while there are over a thousand community

radios across Africa. Thus, the country’s political aspirations for inclusive

participation of the majority and contextualization of development remained elusive

due to non-democratization of access and use of information for freedom of

expression. This imperative to positively and qualitatively hasten progress has eluded

the citizenry due to unfavourable policies, legal and regulatory frameworks. This

paper is a clarion call for immediate promotion and operation of community radio in

Nigeria, from legal provision in holistic practice in consonance with the Universal

Declaration of Human Rights, The African Charter on Broadcasting and the

Windhoek Declaration to establish, maintain and foster independent, pluralistic and

free press; all of which are essential to guaranteeing the fundamental human rights of

Nigerians.

Princess (2010) assessed rural enlightenment and socio-economic development

programmes of government radio broadcasting stations in Kaduna state, aimed at

identifying the rural enlightenment and socio-economic development programmes,

sectors involved, their aims, as well as the level of benefit and satisfaction derived

from the programmes by the rural populace in Kaduna state. A survey method was

adopted in undertaking the study and stratified random sampling technique was used

in the selection of the sample size for the study. Five research questions were

formulated for the study involving the staff of four government radio stations and the

listeners (audience) from six selected local government areas of Kaduna state.

Answers were sought on available types of information on rural enlightenment and

socio-economic development programmes of government radio broadcasting stations

which include: Our Health, Let Them Live, Agric Panorama, Animal Husbandry,

Inside Politics, Politics Today, Entrepreneurship, Gar Wuriga Waina, Sports Arena,

Mid-week Sports, Pace Setters, Al‟adum Mu, among others. From a sample

population of three hundred and twenty three (323) questionnaires distributed, two

hundred and ninety three (293) were returned. Data was analysed, using frequency

tables, percentage count, pie charts, bar charts, and histograms. The researcher

assessed the message content, language used in presenting the development

programmes on health, agriculture, politics, sports, cultural activities and economic

empowerment programmes. Efforts were made to ascertain whether listeners benefit

from the programmes or not, the level of benefits and level of satisfaction derived

from these development programmes by the rural dwellers that constitute the bulk of
the state population. The study discovered that the rural enlightenment and

government socio-economic development programmes aired by the radio stations

including; Supreme FM 96.1 of Federal Radio Corporation of Nigeria (FRCN),

Kaduna; Kaduna State Media Corporation (KSMC), Kaduna; Queen FM 94.1, Zaria;

and Rockside FM, Kafanchan, played appreciable roles in effectively disseminating

information to the rural dwellers of Kaduna state. The study found out that the

management of government radio houses and audience were positive about the

potential of enlightenment on government socio-economic development programmes,

while some respondents took for granted the information they got from the

programme. The study also discovered the challenges faced by government radio

broadcasting stations such as inadequate modern equipment, inadequate funds, lack of

ICT facilities, and clashes in time schedule for the programmes by different stations,

security of their equipment and government interference.

Asemah (2013) examined the place of radio in rural development in Nigeria. The

rationale behind the study is to find out the prospects and challenges of using radio as

a tool for rural development in Nigeria. Communication generally, has a very crucial

role to play in bringing about positive attitudinal change. The first requirement for the

development of an information society that enables the effective use of the radio is

wide spread access to the radio set and radio programmes. Radio plays a very

significant role in the development of the rural and urban areas of any society. Several

problems are however associated with the use of radio as tool for rural development in

Nigeria; some of which are: communication related problems, message related

problems, illiteracy, the use of English Language by the electronic media, multiplicity

of language in Nigeria, lack of audience feedback, ownership problem, dearth of

qualified personnel, urban-centred development journalism and dearth of community

based or vernacular radio/telecommunication. The paper concludes that radio is an

important tool for entertaining, informing and educating the society, but that there are

certain factors that hinder the effective use of radio for rural development. It therefore

recommends, among, others, that radio stations in Nigeria should endeavour to use

local dialects, especially when the radio programme is aimed at the rural dwellers and

that there is the need to establish community radio stations that will be closer to rural

dwellers.

Seidu (2011) carried out a research on the contribution of Simli Radio to the

livelihood improvement of the people in the Tolon-Kumbungu District of the

Northern Region of Ghana. A multi-stage sampling technique was used to select 12

communities for the study. Data were gathered on the use of broadcasting as an

educational tool, the promotion of traditional culture, communication and information

sharing, entertainment and income promotion. The study established that Simli Radio

has worked to improve awareness and knowledge of solutions to community

development problems ranging from culture, rural development, education, hygiene

and sanitation, agriculture to local governance. The station has been an appropriate

medium that has facilitated an interface between duty bearers and rights holders. It

has promoted small and medium enterprise development by creating market

opportunities for Small and Medium Enterprise (SME) operators and consequently

improved sales and incomes. It is recommended that regular feedback from the

listening public is essential in identifying listeners’ preferences and the taste of

various listeners segments (youth, women, men, aged, etc) and to avoid politics and

religion.

Ridwan (2014) examined the role of radio in diffusing agricultural innovations among

peasant fish farmers in Lagos metropolis. Using in-depth interview, the study found
that peasant fish farmers are not aware of agricultural innovations on radio. They

however acknowledged that they received commercials on agricultural products and

technologies through radio, but in most cases, the commercials are not useful because

the technologies advertised are often unaffordable. The respondents also believe that

agricultural innovations are not available in radio programmes and the few

programmes on agriculture are not useful because they do not address their problems.

The findings oppose the basic tenets of the study’s theoretical framework: agenda

setting theory, development media theory, diffusion of innovations theory and value –

expectancy theory. One of the major implications of the findings is that the ongoing

food crisis in Nigeria may continue, until there is a synergy of major stakeholders,

including the media institution, to address the problems.

Jubril (1994) reviewed the proposed privatisation of the Nigerian broadcast media,

notably radio and television. In doing this, the paper is divided into three components.

In the first part, a considerable effort is made to examine the historical and political

economic backgrounds of privatisation in general and as it relates to the broadcast

media in Nigeria in particular. The second part identifies and critically discusses

crucial issues, viz. the national interest, the need for quality programming, diversity in

ownership and the preservation and promotion of our diverse cultures which, we

argue strongly, must be acknowledged and resolved in as much as any meaningful

effort to privatise the broadcast media in the country is concerned. In the third part,

the paper considers as a challenge the necessity to resolve those issues

aforementioned and concludes by recommending a policy option to guide the work of

the newly formed National Broadcasting Commission (NBC) in resolving these

knotty issues. This policy would facilitate the smooth take off of private broadcasting

in the country and at the same time ensure that our national interest, the need for
qualitative programmes, diversity in ownership, and the protection and development

of our numerous cultures are not compromised.

Charles (2000) examined political and educational motivation for the establishment of

television in Nigeria from 1959 when the Western Nigeria Television (WNTV) was

established to early 1962 when the Federal Government and the three existing

regional governments each had a television station of its own. The creation of new

states was accompanied by the proliferation of television stations until the

establishment of the Nigerian Television Authority (N.T.A.) checked this proliferation

and wastage of resources. The article assesses the performance of educational

television broadcasting in Nigeria and concludes that it has largely been successful.

Okwu (2007) investigated the use of radio as a medium of agricultural information

delivery to farmers in Benue State, Nigeria. The objective was to determine the

impact of radio agricultural programmes on the target audience (farmers). The data

were collected from a sample of one hundred respondents selected through a simple

random sampling technique. The data were analyzed with descriptive statistics viz

frequency distribution and percentage. The findings of the study showed that 66% of

the respondents listened to agricultural programmes aired on Radio Benue and 42% of

the listeners indicated that the programmes were relevant to their agricultural

information needs. Majority of the respondents admitted that they gained some new

knowledge through listening to the programmes. Non-possession of radio set and

unsuitable time of programme presentation were indicated constraints to listener- ship

of the programmes. The programmes, to a large extent, had the desired impact on the

listeners. It should therefore be sustained but with some modifications in terms of

time of presentation and encouragement of group listenership.

Umaru (2013) analyzed the crucial role of the mass media, peculiarly TV and radio, in

reversing the burgeoning socioeconomic challenges of Northern Nigeria. It argues

that mainstreaming global development initiatives and integrating the specific

regional, state and national goals and policies in line with needs and expectations of

the people can guarantee their freedom of opportunities and prosperity. It proposes:

true democracy, good governance, accountability and transparency, human rights,

increased political will and support for community radio for community needs, among

others as key enabling environment. It adds that media organizations and

professionals need to resist political pressures and interferences to reflect the true

feelings and needs of the people; institutionalize investigative/advocacy journalism to

expose corruption and mismanagement of public resources by monitoring, criticizing,

analyzing and interpreting public budget, expenditure, policy and implementation of

global, national and local development initiatives instead of the norm of being

appendages of governments. The research suggests further that the media in Northern

Nigeria can strengthen their internal competence and ethical capacity for

professionalism and adopt peace journalism in coverage of diversity and conflict, in

their programming to illuminate the cherished values of the people and to guide and

direct social conduct and behaviour for sustainable development.

2.4 Summary of Literature

This chapter of the research has been able to dwell on the review of related literature.

This was compartmentalized into the conceptual, theoretical and empirical literature.

The conceptual literature was focused on elaborating on the constructs or terms of the

study. It basically focused on analyzing the various ideas of authors on the concept of

radio, development and economic growth. Furthermore, the theoretical literature was

focused on reviewing the theoretical framework of the study which was the
development theory. Finally, the empirical literature focused on reviewing the past

studies carried out on the concept under study.

 CHAPTER THREE

METHODOLOGY

3.1 RESEARCH DESIGN

The nature of individual research efforts and the targeted goal often determine which

design to employ in realizing them. A researcher depending on her focus could decide

to employ any of the following.

Content analysis, field survey, survey and observational study designs or more than

one at a time.

Survey design method was adopted to realize this research objective since it is

essentially a design that recognizes importance of people in data gathering about

people’s reaction to media programmes procedure.

It needs to be stated that this research work was conducted to appraise the variables in

audience participation programme on radio with a view to further enhancing their

potentials for effective communication in the society. In essence, the presenters and

participants on this programme are the focus of attention in the assessment drive of

this research work.

3.2 AREA OF STUDY

This research work is carried out in Abia state.

3.3 POPULATION OF THE STUDY

The population of the study comprises adults of both sexes giving an estimate of

166,666.67 thousand individuals drawn from Abia metropolis.

3.4 RESEARCH SAMPLE AND SAMPLING TECHNIQUE

The research sample covers the 100 questionnaire selected randomly from the 130

questionnaire sent out. As it will be impossible to analyze all the questionnaire, 20

questionnaire were selected from various parts of the metropolis summing up to a

total of 100 questionnaires, the content of which will be analyzed to measure the

impact of phone-in programme issues raised and determine how many of them were

influenced by the programme.

Random sampling method was used because of its characteristics of giving

everybody equal chance of being included in the sample. Also it was used because

the whole population in the area is large and as such there will be no reliable result if

the number studied is not limited to a sample size.

3.5 INSTRUMENT USED FOR DATA COLLECTION

This research work was essentially a descriptive work meant to describe, explore and

explain the conduct of phone-in programmes and the participation of the audience

listeners on the segment.

To this end, the essential instrument in the survey research is the questionnaire. The

questionnaire contains close ended questions and it is made up of two parts, A and B,

with fifteen questions. It was distributed randomly. The questionnaire was drawn to

elicit the views of the audience.

3.6 VALIDITY OF THE INSTRUMENT

In this research endeavour, the study instrument is the questionnaire. This is mostly

used to elicit the views of the audience that participate in the phone-in programme. It

also helps to determine the rate at which audience participate in the phone-in

programme.

Professional method was adopted to validate the instrument used for the study. The

instruments were tested within the population of the study before they were

distributed. The use of frequency tables and simple percentages in analyzing data

collected also establishes the validity of this work.

3.7 METHODS OF DATA COLLECTION

Data was collected from the respondents in the immediate service area of Grace 95.5

FM within the Abia metropolis. The questionnaire was used which was not distributed

by the researcher due to distance but it was distributed by a trusted staff of Grace 95.5

FM Abia for the researcher.

3.8 METHOD OF DATA ANALYSIS

The method of data analysis is descriptive analysis and simple percentage which were

both employed. By descriptive analysis, data related to statistical analysis was

summarized. The data used were organized in simple table, frequency distribution and

percentage.

Most of the data were codified, numerically with the percentage of respondents

presented fully to grasp the implication of their views as they affect the research

question.

Also chi-square statistical technique was used in testing hypotheses generated.

Formula for chi-square

X2 = ∑ (O –E )
E

Where ∑ = Summation O = Observed E = Expected

 CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 DATA PRESENTATION AND ANALYSIS

The data elicited from the questionnaire employed in the course of the research are

presented and analyzed in this chapter in line with the research questions previously

established for the same purpose.

QUESTIONNAIRE RETURNED

A total of 130 questionnaires were printed and distributed to the inhabitants of Abia

metropolis. And only 100 were returned.

TABLE 1: SEX

VARIABLES FREQUENCY PERCENTAGE

MALE 76 76%

FEMALE 24 24%

TOTAL 100 100%

According to the table, 76 respondents representing 76% were male while 24

respondents representing 24% were female. Therefore, there were more male

respondents than female ones.

TABLE 2: AGE

VARIABLES FREQUENCY PERCENTAGE

17-22 16 16%

23-28 36 36%
29-34 29 29%
35-40 14 14%
41 AND ABOVE 5 5%
TOTAL 100 100%
In the age distribution, 16 respondents representing 16% were within 17-23 age

brackets, 36 respondents representing 36% were within 23-28 age brackets, 29

respondents representing 29% were within 29-34 age brackets, 14 respondents

representing 14% were within 35-40 age brackets and 5 respondents representing 5%

were 41 and above of age. This shows that those within the age bracket of 23-28 form

the majority of the respondents.

TABLE 3: MARITAL STATUS

VARIABLES FREQUENCY PERCENTAGE

SINGLE 60 60%
MARRIED 28 28%
DIVORCED 2 2%
WIDOWED 6 6%
OTHER 4 4%
TOTAL 100 100%

In marital status, 60 respondents representing 60% were single, 28 respondents

representing 28% were married, 2 respondents representing 2% were divorced, 6

respondents representing 6% were widowed and 4 respondents representing 4% fall

under the other category. Single respondents were more.

TABLE 4: OCCUPATION

VARIABLES FREQUENCY PERCENTAGE

STUDENT 58 58%
CIVIL SERVANTS 20 20%
SKILLED LABOUR 8 8%
BUSINESS 13 13%
OTHER 1 1%
TOTAL 100 100%

In occupation, 58 respondents representing 58% were students,

20 respondents representing 20% were civil servants, 8 respondents representing 8%

were skilled laborers’, 13 respondents representing 13% were into business and 1
respondent representing 1% fall under the other category. From the results, student

respondents were more.

TABLE 5: EDUCATIONAL QUALIFICATION

VARIABLES FREQUENCY PERCENTAGE

PRIMARY 0 0
WAEC/NECO 12 12%
OND/HND 31 31%
DEGREE 48 48%
MASTERS AND 7 7%
ABOVE
OTHER 2 2%
TOTAL 100 100%

In educational qualification, no respondent had only primary education, 12

respondents representing 12% have WAEC/NECO qualification, 31 respondents

representing 31% are ND holders, 48 respondents representing 48% are degree

holders, 7 respondents representing 7% have masters degree and above, and 2

respondents representing 2% have other qualifications. From the result, degree

holders were more.

TABLE 6: DO YOU LISTEN TO RADIO?

RESPONSES FREQUENCY PERCENTAGE

YES 65 65%
NO 35 35%
TOTAL 100 100%

According to the table, 65 respondents representing 65% listen to radio while 35

respondents representing 35% do not listen to radio.

TABLE 7: IF YES YOU LISTEN, HOW OFTEN?

RESPONSES FREQUENCY PERCENTAGE

VERY 26 26%
OCCASIONALLY
OCCASIONALLY 24 24%
 OFTEN 20 20%
VERY OFTEN 30 30%
TOTAL 100 100%

According to the table, 26 respondents representing 26% listen to radio very

occasionally, 24 respondents representing 24% listen to radio occasionally, 20

respondents representing 20% listen to radio often and 30 respondents representing

30% listen to radio very often.

TABLE 8: WHAT KIND OF PROGRAMMES DO YOU ENJOY LISTENING TO

MOST?

RESPONSES FREQUENCY PERCENTAGE

INFORMATIVE 14 14%
ENTERTAINMENT 56 56%
SPORTS 24 24%
CURRENT AFFAIRS 6 6%
TOTAL 100 100%

According to the table, 14 respondents representing 14% enjoy listening to

informative programmes most, 56 respondents representing 56% enjoy listening to

entertainment programmes most, 24 respondents representing 24% enjoy listening to

sports programmes most and 6 respondents representing 6% enjoy listening to current

affairs programmes most.

TABLE 9: DO YOU LISTEN TO THE PROGRAMME “Flavour” ON GRACE 95.5

FM?

RESPONSES FREQUENCY PERCENTAGE

CONSTANTLY 76 76%
OCCASIONALLY 15 15%
SELDOMLY 9 9%
NEVER 0 0
TOTAL 100 100%
According to the table, 76 respondents representing 76% constantly listen to Flavour,

15 respondents representing 15% occasionally listen to Flavour, 9 respondents

representing 9% Seldomly listen to Flavour and no respondent never listen to Flavour

on Grace fm.

TABLE 10: IF YES YOU ENJOY THE PROGRAMME “Flavour”?

RESPONSES FREQUENCY PERCENTAGE

VERY MUCH 62 62%
MUCH 18 18%
NOT MUCH 16 16%
NOT VERY MUCH 4 4%
TOTAL 100 100%

According to the table, 62 respondents representing 62% enjoy the programme very

much, 18 respondents representing 18% enjoy the programme much, 16 respondents

representing 16% do not enjoy the programme much and 4 respondents representing

4% do not enjoy the programme very much.

TABLE 11: DO YOU PARTICIPATE ACTIVELY IN THE PROGRAMME

“Flavour”?

RESPONSES FREQUENCY PERCENTAGE

CONSTANTLY 42 42%
OCCASIONALLY 28 28%
SELDOMLY 13 13%
NEVER 17 17%
TOTAL 100 100%

According to the table, 42 respondents representing 42% constantly participate

actively in the programme, 28 respondents representing 28% occasionally participate

actively in the programme, 13 respondents representing 13% Seldomly participate

actively in the programme and 17 respondents representing 17% never participate

actively in the programme “Flavour”.

TABLE 12: AUDIENCE OPINION INFLUENCE PROGRAMME PLANNING.

RESPONSES FREQUENCY PERCENTAGE

STRONGLY AGREE 56 56%
AGREE 24 24%
NO OPINION 6 6%
DISAGREE 10 10%
STRONGLY 4 4%
DISAGREE
TOTAL 100 100%

According to the table, 56 respondents representing 56% strongly agreed that

audience opinion influence programme planning, 24 respondents representing 24%

agreed that audience opinion influence programme planning, 6 respondents

representing 6% had no opinion, 10 respondents representing 10% disagreed that

audience opinion influence programme and 4 respondents representing 4% strongly

disagreed that audience opinion influence programme planning.

TABLE 13: IT IS BENEFICIAL FOR drama TO BE USED IN PROGRAMME

PLANNING.

RESPONSES FREQUENCY PERCENTAGE

STRONGLY AGREE 55 55%
AGREE 15 15%
NO OPINION 4 4%
DISAGREE 20 20%
STRONGLY 6 6%
DISAGREE
TOTAL 100 100%

According to the table, 55 respondents representing 55% strongly agreed that it is

beneficial for drama to be used in programme planning, 15 respondents representing

15% agreed that it is beneficial for drama to be used in programme planning, 4

respondents representing 4% had no opinion, 20 respondents representing 20%

disagreed that it is beneficial for drama to be used in programme planning and 6

respondents representing 6% strongly disagreed that it is beneficial for drama to be

used in programme planning.

TABLE 14: IS FLAVOUR INTERACTIVE?

RESPONSES FREQUENCY PERCENTAGE

CONSTANTLY 60 60%
OCCASIONALLY 30 30%
SELDOMLY 10 10%
NEVER 0 0
TOTAL 100 100%

According to the table, 60 respondents representing 60% say Flavour is constantly

interactive, 30 respondents representing 30% say Flavour is occasionally interactive,

10 respondents representing 10% say Flavour is Seldomly interactive and no number

of respondent say Flavour is never interactive.

TABLE 15: RATE THE DEGREE OF INTERACTIVENESS IN THE

PROGRAMME “Flavour”.

RESPONSES FREQUENCY PERCENTAGE

VERY HIGH 52 52%
HIGH 33 33%
LOW 13 13%
VERY LOW 2 2%
TOTAL 100 100%

According to the table, 52 respondents representing 52% rate the degree of

interactiveness on Flavour as being very high, 33 respondents representing 33% rate

the degree of interactiveness on Flavour as being high, 13 respondents representing

13% rate the degree of interactiveness on Flavour as being low and 2 respondents

representing 2% rate the degree of interactiveness on Flavour as being very low.

Table 16: showing the response on impact of drama programme on social vices?

RESPONSES FREQUENCY PERCENTAGE

STRONGLY AGREE 55 55%
 AGREE 15 15%
NO OPINION 4 4%
DISAGREE 20 20%
STRONGLY 6 6%
DISAGREE
TOTAL 100 100%

According to the table, 55 respondents representing 55% strongly agreed that it is

beneficial for the fight against social vices, 15 respondents representing 15% agreed

that it is beneficial for the fight against social vices, 4 respondents representing 4%

had no opinion, 20 respondents representing 20% disagreed that it is beneficial for the

fight against social vices and 6 respondents representing 6% strongly disagreed that it

is beneficial for the fight against social vices.

 CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.1 SUMMARY

Drama programmes serve as a means of getting feedback from media audiences.

Feedback refers to those responses and reactions of the receiver to messages received

from the sender of the mass media that shape and alter the subsequent messages of the

sender. It is a reversal of the flow of information. The original sender becomes the

receiver; the original receiver becomes the new sender indicating an interactive mode

of communication.

A response from the receiver is an appropriate way to determine whether the intended

message has been received and understood by the receiver. drama programmes serve

as immediate means of getting feedback usually in cases when both sender and

receiver are connected by a mobile device. In such case the sender receives the view

and opinion of the audience who serve as receiver.

Feedback has a tendency of making communication a continuous process, as it has the

capacity to change the course and pattern of communication encounter between

persons or among individuals.

drama programme is a very important yardstick for measuring audience acceptance

and participation in programmes: in this case “Flavour”. A very important element

would be missing if feedback through drama programme is omitted from the basic

structure of communication which contains sender, message, channel and receiver.

5.2 CONCLUSIONS

The impact of drama programmes cannot be over emphasized. From the result of the

research carried out, it is obvious that drama programmes help in enhancing audience
participation in Flavour on Grace 95.5 FM station. It creates a source and avenue for

continuous interaction between the source and the receiver.

drama programmes help media managers in programme packaging because while at

it, they will decide whether to reschedule the said programme, cancel it or go ahead

and air it or change the presenter.

Finally, drama programmes help in assessing programme performance if it is

interactive or not. Through drama programmes, media operators will know whether

the set aim of the programme is being achieved, whether presenters are doing their

work effectively and whether people like the programme or not. No doubt, drama

programmes especially Flavour has contributed greatly to audience participation on

Grace 95.5 FM.

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