ASSESSING RADIO AS A MEDIUM OF CULTURAL PROMOTION AMONG TEENAGERS

Abstract

This research examines the effectiveness of radio as a medium for promoting cultural awareness among teenagers in Nigeria. Through a mixed-methods approach, data was collected from 384 respondents to explore the types of cultural content broadcast on Nigerian radio stations, teenagers' media consumption habits and preferences for cultural content, their perceived effectiveness of radio in promoting cultural awareness, challenges faced by radio stations in promoting Nigerian culture to teenagers, and strategies for improving the effectiveness of radio as a medium for cultural promotion among teenagers. The findings reveal a diverse range of cultural content broadcasted on Nigerian radio stations, with music being the most prevalent form. Teenagers primarily consume media through radio, demonstrating a strong preference for traditional platforms. Overall, teenagers perceive radio as an effective medium for promoting cultural awareness, although challenges such as competition from other media platforms and limited funding hinder effective cultural promotion. Nevertheless, strategies such as collaborating with schools and youth organizations, introducing interactive segments, and incorporating modern music with cultural themes were identified to enhance radio's effectiveness in cultural promotion among teenagers. The research concludes that by implementing these recommendations, radio stations in Nigeria can strengthen their role as cultural promoters and effectively engage teenagers in exploring and celebrating Nigeria's rich cultural heritage. This study contributes valuable insights for practitioners, policymakers, and researchers in the field of media, culture, and youth engagement.