International Journal of Social Science Research eISSN: 2710-6276 | Vol. 2, No. 3, 66-76, 2020 http://myjms.moe.gov.my/index.php/ijssr International Journal of Social Science Research eISSN: 2710-6276 | Vol. 2, No. 3, September 2020 http://myjms.moe.gov.my/index.php/ijssr FREQUENCY OF RADIO CONSUMPTION AMONG THE RURAL COMMUNITY IN SARAWAK Ribka Alan1, Md Salleh Hassan2, Bolong, J.3, Mohd Nizam Osman4, Lepun, P.5 and Kamarudin, S.6 1 5 6 Faculty of Humanities, Management & Science, Universiti Putra Malaysia, Bintulu Sarawak Campus, MALAYSIA 2 3 4 Faculty of Modern Languages & Communication, Universiti Putra Malaysia, Serdang, MALAYSIA *Corresponding author: [email protected] Article Information: Abstract: Radio is a communication channel that has been in use for a long time and was used to relay Article history: messages for those living in rural areas. The radio Received date : 23 June.2020 broadcasting medium has also been fully utilised to Revised date : 26 July.2020 channel entertainment and information for the public, as Accepted date : 5 September 2020 well as a strategic channel for the ruling government. Published date : 25 September 2020 However, the level of information that is being To cite this document: broadcast through radio to people in rural areas is seen to be less effective due to lack of education. This paper Alan, R., Hassan, M., Bolong, J., aims at identifying the frequency of radio usage among Osman, M., Lepun, P., & Kamarudin, S. (2020). FREQUENCY OF RADIO the communities in rural areas for information search in CONSUMPTION AMONG THE order to increase their quality of life. This research RURAL COMMUNITY IN involves respondents living in rural area of the Asap SARAWAK. International Journal Of Koyan Resettlement in the district of Belaga, Sarawak. Social Science Research, 2(3), 66-76. Research sampling was done randomly among 4,826 of the local population and 356 respondents were involved in this research. Research data was collected using survey forms and face-to-face interviews. Research findings show that the main information sought through the use of radio is political news and other information (entertainment programmes and urgent or emergency information dissemination). Research findings show that the daily radio listening frequency in a week is through Klasik Nasional FM at 33.4%. It is based on a research result that indicated that the allocated time to listen to the radio is more than two hours. It is hoped that the findings of this research could provide guidelines for research related to the rural communities in the future. Keywords: radio, frequency, channel communication, rural community and information 66 Copyright © 2020 ACADEMIA INDUSTRY NETWORKS. All rights reserved International Journal of Social Science Research eISSN: 2710-6276 | Vol. 2, No. 3, 66-76, 2020 http://myjms.moe.gov.my/index.php/ijssr 1. Introduction Radio is one the fastest devices with communications ability used in most countries. Radio programmes have an advantage since it can be transmitted just about anywhere. Radio channels are also the only source of information for most rural residents who are dispersed and its coverage penetrates more than its target. This statement is also supported by Girard (2001) and where radio, regardless of its location, could reach everyone as well as share knowledge, information and culture. Md Salleh Hassan et al. (2010) showed that radio usage by the rural communities in Malaysia is still quite high at 44.4%. Radio is also a form of mass media that is still relevant, powerful and inexpensive that can access many people in remote areas (Cukur, 2013). In Sarawak radio still remains the most cost effective used to increase the awareness, and supporting the adoption of new farming practices by small scale farmers especially in the rural area. Radio is a channel to penetrate messages deep into the rural community even though the area did not have electricity. Radio plays a significant role for illiterate farmers to gather information of various kinds on agriculture and other associated aspects so as to update their knowledge and skill. In developing countries, radio had made its place for backing up agricultural sector extension activities (Folitse, Osei, Dzandu & Koranteng, 2016). 2. Literature Review Radio is very important for news reporting such as farming loan schemes, medium for incentive and promotional campaigns, as well as announcing new agricultural technologies. Radio is a tool to connecting people, bridging the gap between government and public and equipping community to achieve various social goals (Mathew, 2012; Okinyi, 2019). Information disseminated through radio can be heard by all races and cultures that understand them (Ango, IIIo, Abdullah, Maikasuwa & Amina, 2013). According to Chapman, Blench, Kranjac and Zakariah (2003), radio channels in the rural areas can be used to share agricultural information and increase public participation if the programmes are broadcast in the local language or dialect. The Diffusion of Innovation Theory (Roger, 1995) explained the important role of mass media to the rural communities. Innovation diffusion is a process of transferring innovation that can develop its target community through communication channels such as radio to individuals in the social system in a certain period. The innovation features will determine the rate of acceptance through a few factors that will determine the acceptance rate towards an innovation that are diffused in the midst of the rural community. The innovation that is spread through communication method to the rural communities are usually to improve their daily standard of living, be it in agriculture, health, nutrition, home economics, education and employment. The frequency of radio usage in obtaining information is very much influenced by the listeners’ level of education as radio could increase their knowledge and is a powerful effect of in changing attitudes (Amadu & Alhassan, 2018). A previous research stated that education is key for the society to obtain a better quality of life (Li, Liu & Ren, 2001; Reklaitiene, Baceviciene & Andrijauskas, 2009; Chen, 2011) and education is an investment, which begins from the preschool level up to the highest level of education; and could improve and increase a person’s quality of life. However, there are people in the rural areas who seldom listen to the radio, especially for information related to health. According to Md Salleh et al. (2010), among the reasons are that the rural communities do not know the radio programme schedule, they prefer 67 Copyright © 2020 ACADEMIA INDUSTRY NETWORKS. All rights reserved International Journal of Social Science Research eISSN: 2710-6276 | Vol. 2, No. 3, 66-76, 2020 http://myjms.moe.gov.my/index.php/ijssr entertainment programmes over agriculture programmes, and the unsuitable broadcast timing of agriculture programmes. The role of the electronic media including radio is increasing the people’s quality of life, especially in the rural areas, could be seen through the main type of information heard in the programmes aired. According to Johnson and Rajadurai (2020), radio programs received by the rural community are boon of information to the farmers in increasing the productivity and yield of crops. Through this information, they would know more relevant information that they can apply to their daily lives in order to improve their quality of life. A medium like radio is suitable for those in the rural areas as it has a wide coverage and it could quickly broadcast short and simple messages to the masses. 2.1 Problem Statement The planning of development and transformation programme in rural areas is a dilemma for the government agencies either federal or state. Subsequently, the question is how effective the transmission of information through electronic channels of communication to rural residents with educational constraints. Most of rural community receive and trust information through communication interpersonal rather than other communication channels that serve only as a communication and entertainment channel. Therefore, rural communities will not have the latest information on government policies or initiatives to improve their quality of life. According to Bala, Khoo, Songan and Harris (2000), the most commonly used by rural community is face-to-face communication as a way to gain information. Agricultural information received from various sources by the communities in the rural areas would contribute to the needs and wants of the community in changing their quality of life in the future. Hence, this research questions the frequency of radio usage among the rural communities in Sarawak in searching for information. Meanwhile, the objective of this research is to identify the frequency of radio usage among the rural communities in Sarawak in searching for information. 3. Method 3.1 Materials Quantitative methods was used as the suitable techniques available to directly identify studies that describe a large population (Babbie, 2007). Studies using this survey form will incorporate the use of structured and systematic questionnaires that are considered more practical. 3.1.1 Samples This research uses the survey using face-to-face interview method with 356 respondents from the research population. This research technique also takes into account the use of questions in structured survey forms that requires a more systematic and practical sampling technique. The research sample selection method is done randomly. 3.1.2 Site The research sample consists of residents living in the Asap Koyan Resettlement in Belaga, Kapit Division, Sarawak. It is a remote district with a population of 35,247 people living in 77 longhouses or villages. 68 Copyright © 2020 ACADEMIA INDUSTRY NETWORKS. All rights reserved International Journal of Social Science Research eISSN: 2710-6276 | Vol. 2, No. 3, 66-76, 2020 http://myjms.moe.gov.my/index.php/ijssr 3.1.3 Procedures The sampling technique in the study was the proportional sampling. This means that the larger the population of the village, the greater the number of samples needed.