AUDIENCE PERCEPTION OF RADIO BROADCASTING AS A TOOL FOR CREATING AWARENESS ON GIRL-CHILD EDUCATION IN KADUNA STATE: A STUDY OF KSMC RADIO’S A CECE SU.

AUDIENCE PERCEPTION OF RADIO BROADCASTING AS A TOOL FOR CREATING AWARENESS ON GIRL-CHILD EDUCATION IN KADUNA STATE: A STUDY OF KSMC RADIO’S A CECE SU.

Abstract:

The major focus of this study is to find out how the audience perceives the radio programme A Cece Su (which means Let’s Save Them in the Hausa language) as a tool for creating awareness of girl-child developmental issues. The survey method was adopted for the study. A questionnaire containing multiple-choice and written-response questions was administered to three hundred (300) respondents from three randomly selected local government areas of Kaduna state in Northwest Nigeria. Data obtained from copies of the returned questionnaires were analysed using simple percentages and chi-square-based statistics. Analyses reveal that majority of respondents do not see the selected radio broadcast programme as sufficient on its own (in its present form) to bring about increased awareness on issues concerning the girlchild, her education and development. Particular important are concerns by many respondents in their written responses on how broadcast messages could help feed the girl-child and hence their recommendations for functional education that translates to income generation to be a part of the broadcast. Their recommendations are consistent with the Social Responsibility model of the press. Furthermore, chi-square analyses of the results at the 5% level of significance showed some statistically important demographic differences that could inform policy in favour of the girl-child. Particularly, statistically significant (p<0.001) and strong (Cramer’s V parameter 0.52) differences were found for radio access in favour of the male and for opinions on equal gender opportunities and educational level (p<0.001 and Cramer’s V of 0.47), with educated respondents showing a bias for equal opportunities. The former could inform a radio drive to provide radios for females while the latter indicates a bias that is consistent with the interaction and social integration aspects of the Uses and Gratification model (one of the audience perception theories).

AUDIENCE PERCEPTION OF RADIO BROADCASTING AS A TOOL FOR CREATING AWARENESS ON GIRL-CHILD EDUCATION IN KADUNA STATE: A STUDY OF KSMC RADIO’S A CECE SU.