CHAPTER
ONE
INTRODUCTION
1.1 Background
to the Study
Radio broadcasting in Nigeria
began in 1932 with the introduction of wired broadcasting popularly known as
Radio Distribution Service, (RDS). Under this form of broadcasting, programs
were relayed or distributed using wires connected to loud speakers installed in
the homes of subscribers who had paid a small subscription fee for this system
and were also provided with a make shift and home apparatus (Uche,1989). The Lagos
studio distributed programs originating from the British Empire Service from
Daventry, England as part of the British Broadcasting Corporation (BBC)
external service. The increasing popularity of the Radio Distribution Service
in Nigeria made it to expand to other stations outside Lagos. This method of
broadcasting known as wired broadcasting; by wired wireless; differed from the wireless
broadcasting; which is the transmission of programs through radio waves
(Electro-magnetic waves).
Radio listenership is an
effective way of communication especially in Nigeria. Most people who cannot
afford television easily resort to radio as it is the easiest means of getting
across to the poor in developing countries (Andre 2007).
Radio being usually used by
people of the lower class in Nigeria have got a series of pattern through which
it is being listened to especially by market women In Akwa Ibom state as
necessitated by this study.
Mass communication media are
made up of print and electronic broadcast media. John witz a famous scholar in
mass communication described mass communication as comprising institution and
techniques by which specialized groups of people interact, whether knowingly or
unconsciously (Dreave 2003).
Another school of thought says, it is a process in which
communication make use of mechanical media to disseminate information rapidly
and continuous to arose intended meaning to a large diverse audience in an
attempt to influence them in a variety of ways.
Charles Wright in his own account says, mass communication
is a special kind of social communication involving distinctive operative
conditions. Primarily among which are; nature of the audience, subject of
communication and the experience of the communication” Mass communication, can
simply be classified under three (3) categories. We have the T.V and radio
production, public relation section and print medium.
But this study basically dealt with radio. Radio is one of
the most ubiquitous, the most effective and cheapest medium of mass
communication available to man. This provided opportunity for men to understand
both his immediate and distant environment. Through radio, message
or information are received by means of electromagnetic waves hence, the
British call it wireless. Music, codes and other communication signals through
the waves to any part of the world. With the use of radio, we can communicate
across space see and distant points.
Like
any
electronic media radio
broadcasting involves the following;
PROCESSES: The first is production of programs, the second is transmission
and the third stage is reception.
Unlike watching T.V, reading a newspaper, radio listening
is usually done by one person alone, it is a personal one-to-one medium and it
i also mobile. As a matter of fact, it is generally undisputable that daily and
weekly reach of radio exceed other media.
In addition, radio brings sense of intimacy and personal
involvement between the presenter and the listeners. The audiences of radio are
limited only to the elite in the society; it also includes the transporters,
the house wives, and market women and so on.
As women constitute the bulk in the populace, their role
in sustainable development cannot be over emphasized. Their resources have been
properly mobilized and channels in order to achieve the desired goals.
The women are noted for being custodians of the future.
Nowadays different classes of women exist in Nigeria, the
position of women determine how they relate to their various environment one
cannot compare the contribution of the less privilege women in the society to
the privilege ones. Unlike the olden days where women are regarded as cooks,
now, women are also in the top position. They as well participate in politics thy get first-hand information from the mass media by listening
to radio watching T.V and reading newspapers and magazines.
Consequently, the rate at which the women listen to radio
nowadays cannot be underestimated in which they participate in programs mostly
the phone-in programs, which are at affect and topical issues in the society.
They also love listening to programs.
1.2 Statement
of the Problem
This is the study of the effect of broadcast media on the
society with particular reference on “Radio Listenership Pattern among market
women in Akwa-Ibom state” has been decreased to the decline stage and this is
due to the shallow knowledge of marketing information strategy by the
management.
Itam and Akpan Andem market women however, had once
encountered this problem where their product faces different challenges in the
world market and this is a result of inefficiency of information through of
advertisement. As it has been observed that broadcast has help in the
upliftment if information in a given society. In the course of the study. It
will help the public to receive information, write-ups, and presentation and
gather facts from the society, people committees and individual at large.
Therefore, the study will look at Radio listenership
pattern among Market Women using Itam Market, Akpan Andem women, Uyo as case
studies.
1.3
Research
Questions
1. Is
broadcast media essential to the market women?
2. How
has the broadcast media served the market women?
3. Do market women engage in broadcasting media?
4. Is broadcast media the fastest mode of disseminating of
information to the market women?
1.4
Objectives
of the Study
The
aim of the research work is to determine radio listenership
among market women.
1. To show how broadcast media is a
medium by which information is disseminated to market women.
It highlights the role of broadcast media to women
It highlights how broadcast media services market women
interest.
2. To show the public that broadcast is essential to the
market women.
Relating the effect of broadcast media on the market
women.
1.5
Significance
of the Study
The finding of the research work will assist radio
planners in designing programmes to attain maximum message effectiveness among
market women.
However, this study will show the duties of broadcast
media on the market own, it will examine how broadcast bring dissemination of
information to Itam market women in Ibadan and Akpan Andem market women in
Uyo.
1.6 Scope of the Study
In this case of carving out of this research the study
shall focus majorly on the effect of broadcast and how it see the interest of
the market women will be examined.
Furthermore, the activities of broadcast media with a
paicu1ar reference to the case study shall be discussed too.
1.7 Limitation
to the Study
A number of limitation or constraints could be described
to the study, either in the course of the data collection on the analysis and
scope of the research.
The first limitation impose by the scope of the study, in
that the study focused mainly on controllable broadcasting organization and
used this mainly as the causal factors of the noticeable trend is the sales
volume. These second limitation is that the broadcasting was
studied in isolation an all observation were thus made disregard to what
obtains in the entire Nigeria industries.
Finally, the delimitation posed by the dealt indigene
listenership pattern test which are often promised on experiences in less
complex environment and highly developed economic, with little relevance in
some instances to the Nigeria situation and making it difficult in such
instances to make very accurate inferences and deduction on market women.
1.8 Definition of Terms
Radio: The activity of broadcasting
programs for people to listen to; the programs that are broadcast.
Radio is a piece of equipment used for listening to programs
that are broadcast to the public. It is a process of sending and
receiving message through the air using “ELECTROMAGNETIC” waves. Radio is on
electronic device that uses electromagnetic magnetic waves for the transmission
of messages, information communication and it possess some attributes which
place it upon the television broadcasting. The radio broadcast also involves
the communication process i.e. SMCR. In radio broadcasting, there are several
methods of categorizing a radio station. Its broadcasting band can
assist one to
know whether it
is an A.M,
F.M or S.W.
Market Women:
These are people that display goods for sale in a market.
These are the people who interpretation for these
activities and try to co-ordinate them. In other hand market women getting the
right good at the right quantities and qualities to the right people in the
right places and at
the right
time
at prices
which
consumers are
able
and
willing
to
pay
which
will
yields
profit
to
Seller.
Audience: The group
of people who have gathered to watch or listen to something ( a play, concert ,somebody
speaking etc.)
This is a term that is well understood be media
practitioners as those people who are exposed to media message.
