Influence of Age, Education and Marital Status on Listening Habit of Market Women to Radio Educational Program
.
Keywords:
Marital Status, Listening Habit, Market Women, Radio Educational Programmes,Abstract
Radio educational programmes are broadcast by radio stations for several reasons. Radio listening habit could be influenced by several factors, depending on the information needs of the listener to a particular radio educational
programme. Listening to them over time often results in the formation of a habit among different listeners, who also do so for various purposes. This study investigated the influence of age, educational qualification and marital
status on listening habit to radio educational programmes aired on Lagelu 96.7FM, Splash 105.5FM and Fresh 105.9FM among market women in Ibadan South East Local Government Area of Oyo State. The study was anchored on Media Dependency Theory which has been described as a correlating relationship between media contents, the nature of society, and the behaviour of audiences. The study adopted a descriptive methodology while a self-designed 12-
item questionnaire was used to source for data among 900 market women who were purposively selected in Scout Camp, Oja Oba and Bode Markets within Ibadan South East Local Government Area of Oyo State. Responses were
solicited with the adoption of a 5-point Likert Scale of strongly agreed, agreed, disagree, strongly disagreed and undecided. A total of 870 copies of the questionnaire were retrieved and found valid for analysis. Findings revealed
that age and educational qualification of the market women in this local government area were found to have influenced the formation of listening habit to radio educational programmes aired on Lagelu 96.7FM, Splash 105.5FM
and Fresh 105.9FM. The study recommends that educational programmes producers in the radio stations under study should take cognisance of these factors in designing subsequent educational programmes, in order to factor in the variables to further engage their individual listeners and sustain their interest in the various educational programmes on their schedule.
