INFLUENCE OF GENDER APPEALS ON AUDIENCE ENGAGEMENT OF RADIO NEWS IN OSUN STATE

Abstract

This research investigated gender appeal effects on radio news audience participation by understanding how news gender portrayals affect audience size together with their trust and listener retention. The study used Framing Theory. The research used a quantitative design to gather structured questionnaires from 341 respondents who formed part of the study sample. This research discovered that radio audiences represented an equal mix of genders while their involvement differed according to their assessment of news content's gender equality. Research data showed that radio news credibility improves through equal representation of genders since most interviewees endorsed this finding. Study participants showed that they would keep listening to radio stations that present gender perspectives across a broad spectrum. The research backs previous academic work that demonstrates the requirement for gender-equitable media content. The research results demonstrate that gender appeals substantially influence audience connection, so media organisations need to adopt gender-sensitive news reporting practices. Media practitioners must work toward equitable gender inclusion in their programming while training journalists to handle gender-sensitive news reporting and implementing audience feedback systems that help them understand audience tastes. Radio stations that ensure adequate attention to these elements will develop broader influential news broadcasts that boost their audience numbers and enhance their credibility levels.