RADIO CONSUMPTION PATTERNS AMONG STUDENTS IN OSUN STATE
Keywords:
Radio Listenership, University Students, Media Consumption, Osun State University, Program PreferencesAbstract
This study explores radio content consumption patterns among students of Osun
State University, traditional media platforms such as radio continue to play a vital role in
disseminating information, particularly in developing regions like Nigeria. Radio, in particular,
remains a significant medium for communication, entertainment, and education, especially
among younger demographics such as students. Employing a quantitative research design that
combines survey and in-depth interview methods. The research instruments, including a
structured questionnaire and interview guide, collected both demographic and psychographic
data from respondents. The objectives of the study, were to determine how often students listen
to the radio and identify the types of programs they prefer, and to explore the locations and
times students are most likely to listen to the radio, as well as their motivations for doing so.
The study addresses four key research questions on listenership frequency, program
preferences, listening contexts, and motivations. Findings indicate that 63% of respondents
frequently listen to radio, with an additional 18% reporting very frequent listenership. The
majority prefer news, short dramas, and educational programs, though musical and
entertainment programs also attract significant interest. In terms of listening context, over half
of the respondents tune in from home, predominantly in the morning and evening hours. The
study reveals that students often listen to the radio to stay informed, entertain themselves, and
alleviate boredom, citing radio’s accessibility as a major advantage. The uses and gratification
theory and the reception theory frame these findings, emphasizing that user needs and
contextual influences, such as time and place guide media consumption. The research
concludes that radio listenership remains high among Uniosun students, despite the
proliferation of internet-based media. Students balance their academic schedules and media
consumption, tuning in during times that do not conflict with their academic commitments.
This highlights the enduring relevance of radio as a medium for information and entertainment
among university students