Exposure and Utilization of Political Content of UNIZIK 94.1 FM Among Undergraduates of Nnamdi Azikiwe University, Awka, Nigeria

Abstract

The media, including radio, serves as an important tool for informing, educating, entertaining and mobilizing the populace. These roles are also evident in the sphere of politics where the media as well avails the public several platforms for political discussions. Anchored on the uses and gratifications theory, this study investigated Nnamdi Azikiwe University undergraduate students’ exposure and utilization of political content of UNIZIK 94.1 FM. The study participants were 395 students at the university who were randomly selected across five (5) faculties. Findings showed that majority of the respondents mostly accessed radio programmes through their mobile phones. However, majority were not aware of political programmes on UNIZIK 94.1 FM and were also not exposed to these programmes. Furthermore, only 19.0% of those who were exposed to political content on the radio station indicated a high level of exposure. Majority of the listeners mostly preferred listening to political talk shows and news. In addition, findings revealed that the
respondents mostly met their political information and social relevance needs with the political programmes on UNIZIK 94.1 FM. Data further indicated that age and gender were associated with exposure and gratifications on political content of UNIZIK FM. Based on the findings, the study argued that there is a need to raise awareness among students on why they should listen to political programmes on UNIZIK 94.1FM. The study also recommended the repackaging of the political content to make it more interactive, discursive and exciting to draw the attention of the undergraduate students.