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UNIVERSITY OF EDUCATION, WINNEBA
RADIO LISTENING HABITS AT THE WORKPLACE: A STUDY OF AGONA SWEDRU BUSINESS COMMUNITY
BEN KAFUI BORMANN
2015
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UNIVERSITY OF EDUCATION, WINNEBA
RADIO LISTENING HABITS AT THE WORKPLACE: A STUDY OF AGONA SWEDRU BUSINESS COMMUNITY
BEN KAFUI BORMANN
A THESIS IN THE DEPARTMENT OF COMMUNICATION AND MEDIA STUDIES, FACULTY OF LANGUAGES EDUCATION SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES, UNIVERSITY OF EDUCATION, WINNEBA, IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR AWARD OF THE MASTER OF PHILOSOPHY DEGREE.
AUGUST, 2015
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DECLARATION
I Ben Kafui Bormann declare that this dissertation, with the exception of quotations and references contained in published works which have all been identified and duly acknowledged, is entirely my own original work, and it has not been submitted in part or whole, for another degree elsewhere.
SIGNATURE: ………………………………….
DATE: …………………………………………
SUPERVISOR‟S DECLARATION
I hereby declare that the preparation and presentation of this work was supervised in accordance with the guidelines for supervision of Dissertation as laid down by the
University of Education, Winneba.
NAME OF SUPERVISOR: MR. KWESI AGGREY
SIGNATURE: …………………………………….
DATE: ……………………………………………..
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DEDICATION This work is dedicated to my mother, Mrs. Ellen Gloria Abutiate-Akoto, and all widows.
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ACKNOWLEDGEMENTS
I am grateful to the Almighty God for his countenance upon me day and night. His mighty hands have guided me all these years and in the fulfillment of this task.
My heartfelt appreciation goes to my supervisor Mr. Kwesi Aggrey for his support guidance and direction. I am also grateful to all my lecturers Dr. Andy Ofori-
Birikorang, Miss Joyce Mensah, Mr. Yaw Boadu-Ayeboafoh, Miss Christine
Hammond and all my colleagues.
Finally, I wish to express my gratitude to the respondents who availed themselves to provide the necessary information for the research.
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TABLE OF CONTENTS Contents Page DECLARATION … … … … … … … … ii DEDICATION … … … … … … … … iii ACKNOWLEDGEMENT … … … … … … … iv TABLE OF CONTENTS … … … … … … … v LIST OF TABLES … … … … … … … … ix LIST OF FIGURES … … … … … … … … x ABSTRACT … … … … … … … … … xi
CHAPTER ONE 1.0Introduction … … … … … … … … … 1 1.1Background of Radio… … … … … … … … 1
1.2Workplace Radio Listenership… … … … … … … 3
1.3Profile of AgonaSwedru… … … … … … … 5
1.4Statement of the Problem … … … … … … … 7 1.5Objectives of the Research … … … … … … … 11 1.6 Research Questions … … … … … … … 11 1.7Significance of the Research … … … … … … … 11 1.8Organisation of the Study… … … … … … … 12 1.9 Operational Definition of Terms … … … … … … 12 1.9 Chapter Summary… … … … … … … … 13
CHAPTER TWO LITERATURE REVIEW 2.0 Introduction … … … … … … … … … 14 2.1 History of Radio … … … … … … … … … 14 2.2 The History of Radio in Ghana… … … … … … … 15 2.3The Genesis and Development of Radio in Ghana… … … … … 16 2.4Modern Radio Listening Environment… … … … … … 19 2.5Satellite Radio … … … … … … … … … 20
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2.6Nature of Radio… … … … … … … … … 21 2.7 Radio Listening … … … … … … … … … 23 2.8Workplace Radio Listenership… … … … … … … 24 2.9Other Studies on Radio Listenership… … … … … … 27 2.10 Gratifications of Radio … … … … … … … … 29 2.11Radio and Internet … … … … … … … … … 32 2.12 Radio and Television… … … … … … … … 35 2.13Radio and the Business Community… … … … … … 36 2.14Theoretical Framework… … … … … … … … 39 2.15Uses and Gratifications Theory… … … … … … … 39 2.16 The Five Basic Assumptions of the Uses and Gratifications Theory … 40 2.17The Dependency Theory… … … … … … … … 41 2.18Critique of the Uses and Gratifications Theory and the Dependency Theory… 43 2.19Chapter Summary… … … … … … … … … 45
CHAPTER THREE METHODOLOGY 3.0 Introduction… … … … … … … … … … 46 3.1 Research Approach … … … … … … … … 46 3.2 Research Design… … … … … … … … … 47 3.3 Scope… … … … … … … … … … 48 3.4 Population … … … … … … … … … …. 48 3.5 SampleandSampling Technique…… …… … … … … 48 3.6 Sources of Data…… … … … … … … … … 50 3.7Data Collection Instrument… … … … … … … … 50 3.8Data collection procedure… … … … … … … … 51 3.9 Data Analysis … … … … … … … … … 51 3.10 Pre-Testing of Research Instrument… … … … … … 52 3.11 Reliability and Validity of the Study … … … … … … 53 3.12 Chapter Summary… … … … … … … … … 54
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CHAPTER FOUR ANALYSIS AND FINDINGS 4.0 Introduction … … … … … … … … … … 55 4.1 Age of Respondents … … … … … … … … 55 4.2 Gender and Level of Education of respondents… … … … … 56 4.3 Occupation of Respondents … … … … … … … 57 4.4 Most Preferred Radio Stations … … … … … … … 57 4.5 Reasons for choice of favourite Radio Station … … … … … 59 4.6 Respondents Most Preferred Radio Programmes … … … … 61 4.7 Number of radio stations listened to in a day … … … … … 63 4.8 Time of day and Radio programmes listened to … … … … … 64 4.9 Radio Listening Devices … … … … … … … … 65 4.10 Reasons for choice of favourite Radio Listening Devices … … … 66 4.11Loudness of Radio Set … … … … … … … … 67 4.12 How Respondents Participate in Radio Programmes … … … … 68 4.13 Period of Workplace Radio Listening … … … … … … 69 4.14 Reasons for Workplace Radio Listening… … … … … … 70 4.15 Other reasons for Workplace Radio Listening… … … … … 71 4.16 Gratification derived from radio listening… … … … … … 72 4.17 Other Gratification derived from radio listening… … … … … 73 4.18 How respondents treat to information from radio… … … … … 74 4.19 Chapter Summary… … … … … … … … … 75
CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION 5.0 Introduction … … … … … … … … … … 76 5.1 Summary of Key Findings… … … … … … … … 76 5.2 Limitation … … … … … … … … … … 78 5.3Conclusion … … … … … … … … … … 79 5.4Recommendations… … … … … … … … … 81 5.5 Suggestion for future research … … … … … … … 82
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5.6 Chapter Summary … … … … … … … … … 82 References … … … … … … … … … … 83 Internet Sources … … … … … … … … … 87
APPENDICES A. Questionnaire Items … … … … … … … … 89 B. Radio listening Devices … … … … … … … 93
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LIST OF TABLES
1. Table 1: Age Distribution of Respondents… … … … … … 55 2. Table 2: Gender and Level of Education of Respondents… … … … 56
3. Table 3: Why do you prefer your favourite Radio Station… … … … 59
4. Table 4: Number of Radio Stations listened to in a day … … … … 63 5. Table 5: Devices used to Listen to Radio… … … … … 65
6. Table 6: Why do you prefer your favourite Radio Listening Device … … 66
7. Table 7: Loudness of Radio Sets … … … … … … 67
8. Table 8: How Respondents Participate in Radio Programmes… … … 68
9. Table 9: Period of Workplace Radio Listening … … … … … 69
10. Table 10: Other reasons for radio listening … … … … … 71
11. Table 11: Other gratification derived from radio listening… … … 73
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LIST OF FIGURES
1. Figure 1: Most Preferred Radio Stations … … … … … 58
2. Figure2:Respondents Most Preferred Radio Programmes… … … 61
3. Figure3: Reasons for workplace radio listening… … … … 70
4. Figure4: Gratifications derived from radio listening… … … … 72
5. Figure5: How Respondents treat information from radio … … … 74
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ABSTRACT
This study investigated the workplace radio listening habits of AgonaSwedru
Business Community.This was aimed at assessing how radio supports the business needs of members of AgonaSwedru Business Community. The uses and gratifications theory and dependency theory guided the study. The study employed a qualitative survey method and adopted a purposive sampling technique.Questionnaires, with both closed and open ended items, were administered to 100 selected respondents.The findings indicate that the fundamental purpose of radio listening among the business community was to gain information in order to make good business decisions.
Businessmen and women mostly listened to radio throughout the day and derived the gratifications of monitoring business news and events. These findings of the study affirm the Dependency Theory of DeFleur and Ball-Rokeach (1976) that society becomes dependent on the media for its „outside‟ resources. The research also revealed that respondents‟ role, whether as shop attendant or as shop owners, influenced their reasons for radio listening, hence programme preference. Shop attendants with no decision-making role sought less business-based programmes while all shop owners with managerial role consciously sought business-based programmes. Consequently, radio has emerged as an important resource in business management.
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CHAPTER ONE
1.0 Introduction
This chapter discusses the background of radio, workplace radio listenership, genesis and development of radio in Ghana, and the profile of AgonaSwedru. The chapter also states the problem of the research; discusses the significance and objectives of the research and operationalises the terms used in the research.
1.1 Background of the Study
Radio is a companion and a popular medium among various channels of mass communication (Pember, 1992; Wilson, 1993). Black and Bryant (1992) observe that people buy radios of all kinds of shapes and sizes and listen to radio anywhere, anytime and anyhow. Radio is also a critical civil society facility that allows for communication between the government and citizenry. It facilitates relationship between social groups, and helps people articulate their needs and opinions (Taylor,
2000; Blankson, 2010).
According to Karikari (1994), radio is an electronic medium that appeals to various populations separated by location, race, sex as well as other social, economic and political factors. Radio serves as an avenue through which information that is necessary for human existence, social interaction and national as well as international development is transmitted to the masses. Similarly, Kaith and Krause (1989) identify radio as an ubiquitous medium on earth with its mobility and variety, making it the most popular medium in the history of man. This makes radio listening a greater part of peoples‟ day and a companion that keeps people up to date.
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In Ghana, the liberalisation of the airwaves in the mid 1990s has resulted in the proliferation of radio stations. Since 1995, over two hundred independently owned radio stations in Ghana have been broadcasting alongside the state media, thereby increasing radio listenership (Blankson, 2010; Ansu-Kyeremeh&Karikari, 1998;
Temin & Smith 2002).
Taylor (2000) and Blankson (2010) note that early in their operations, the independent media, particularly radio, assumed the centre stage in the democratic and civil society building process. For the first time in Ghana, radio began to provide the needed avenue for free speech, freedom of expression and public participation in civil discourse. This has allowed for the free expression of divergent or dissenting views on civic, political, and economic matters without fear of government repercussion. It has also made possible the exchange of information between various elements of civil society and for public participation in the social, economic, cultural and political development of the nation. For instance, social activists, private individuals and public officials, have appeared on newly created interactive audience discussion programmes on radio to respond to public concerns and questions on diverse issues
(Taylor, 2000; Blankson, 2010).
Studies done by Wilson (1993) and Spring (2002) reveal that radio also has a role in creating national identity and integration. According to Ansah (1985), one achievement of radio in Ghana has been the forging of a common sense of identity.
Earlier, Cantrill and Allport (1935) had referred to this integrative role of radio and written that when a million people hear the same subject matter, the same arguments and appeals, the same music and humour, when their attention is held in the same way and at the same time to the same stimuli, it is psychologically inevitable that they
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should acquire in some degree common interests, common tastes and common attitudes.
According to Eastman and Ferguson (2013), listeners use and relate to radio in a very different way compared with other media. Listeners use radio for educational, informational and emotional support, to keep their spirits up during routine tasks or chores. People pick up on stuff which is relevant, interesting, curious or different.
They come to rely on radio stations and media personnel to do this for them, for many hours every week. The result is a strong relationship between listener and station as evidenced by the phone calls, texts messages, emails, facebook posts and tweets that radio stations get every day. Eastman and Ferguson (2013) also note that most people listen to particular radio stations on their own volition. Thus, tend to have their personal experiences of the output which they do not share with other people.
Audiences‟ inner eye and feelings are at work when they listen to radio.
1.2 Workplace Radio Listenership
Technological advancements have revolutionised radio sets from huge immobile sets to miniature ones. Radio is hence available on new technological devices such as mobile phones, satellite decoders, mp3 players, tablet computers, computers and car stereo sets. As a result, radio listenership in recent times seems to have been one of the easiest activities of known example, compared to its previous immobile nature.
Miniature radio sets and new devices allow listeners to access radio individually and almost throughout the day. People can now listen to radio almost anywhere they find themselves, including the workplace (Schultz, 2005; Bittner & Bittner, 1977; Radio and Television News Directors Foundation, 2000).
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In Ghana, workplace radio listenership is becoming a commonplace (Rivers, 2000;
Blankson, 2010). Black & Bryant (1992) and Karikari (1993) report of people listening to radio in their homes, garages, nightclubs and workplaces.
Schultz (2005) notes that radio in today‟s environment has become a background medium. As a result of this people listen to the radio while doing something else.
Transistors and miniaturization have allowed radio to go in cars, to the beach or the park. Howard and Kievman(1993) argue that radio has emerged strongly in offices and that everywhere one goes, there is a radio set that is listened to.
According to a research by Arbitron Incorporated (2004), at-work radio listening is beneficial to the listener in a variety of ways including serving as source of information. Pool, Marina, Koolstra, Cees and Vander Voort (2003) observe that listening to music on radio per se could relatively enhance work assignments to a reasonable extent. Similarly, a study by Workplace Doctors (2004) reveals that music on radio is particularly a significant contributor to the enhancement of work performance and efficiency because it enables a worker to relax; it also relieves boredom and helps to focus on work.
Studies conducted by Audience Dialogue (2002) reveal that different types of radio programmes suit different environments, and people seem to choose different programmes for different activities. For example, music is usually preferred for energetic manual work such as sweeping, and classical music is most popular as an accompaniment to mentally stressful work or that which needs a lot of concentration.
According to Downey (2004) radio listening at the workplace accounted for 25 percent of all radio listening in the United States of America. While some people listen to radio on radio devices, others listen via the internet.
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1.3 Profile of AgonaSwedru
Agona Swedru is a town and the capital of Agona West Municipal district in the
Central Region. It lies to the north of Winneba and is about 40 kilometres off the main
Accra-Takoradi Highway. Agona Swedru has a total land area of 667 square kilometers and a settlement population of 68,216 people (Population and Housing
Census, 2010). The location of the township makes it the commercial center of the region and a modal point from which roads radiate to the rich cocoa growing countryside of the Region.
The main economic activities of the Agona West municipal are trade and agriculture.
The most dominant market centers at Swedru and Nsuansa account for about 70% of the volume of trade and commerce of the municipal. The major food crops cultivated are cassava, maize, plantain, yam and assorted vegetables. Cash crops cultivated include cocoa, coconut, sugar cane, and oil palm. Manufacturing also engages about
15% of the working population. This sector is dominated by small scale agro- processing ventures such as cassava processing, oil palm extraction and production and distillation of gin and other intermediate agriculture produce (Agona West
Municipal Assembly, 2014).
Agona West Municipal has several Tourism potentials. These include the Dwarfs
Sanctuary at Bobikuma, the nine channels of the Ayensu River at Mankrong and the numerous and colourful festival such as the annual Akwanbo festival.
The Agona West Municipal district has a total land area of 540 square kilometres and a population of 160,000 (Population and Housing Census, 2010). It lies within latitudes 5 30‟ and 5 50N and longitudes 0 3.5‟ and 0 55W. The area is bounded to the
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East and West by Effutu Municipal and Asikum/Odoben/Brakwa Districts respectively. The municipality shares a border to the northeast with Akim West
Municipal, to the northwest with Birim-South District and to the South, with Gomoa
District.
The Agona West Municipal has an undulating topography which slopes from north to south. It has diversified relief pattern with an average height of between 75m-150m and a peak of 350m above sea level. The soils are mainly forest ochrosol and ideal for cultivation of forest crops and commercial tree crop such as cocoa, citrus and oil palm. Tree species such as mahogany, sapele and wawa are very common.
Temperature ranges between 29.4c and 33.8c.
Agona Swedru can be described as a confluence town as it is located at the meeting point of roads leading to hinterlands of the district where these major agriculture and manufacturing takes place. This has led to large volume of trade and commerce in the district capital Agona Swedru.
The business community of Swedru consists of about one hundred and fifty shops lined-up along the streets of the township, hence, causing massive hustling and bustling activity along the streets due to brisk business activity. These shops are housed in rented apartments or metal-containers situated on both sides along the major streets of the Agona Swedru township. Trade is largely agric–business and household consumables. These economic activities are mainly small and micro-scale enterprises and are usually challenged with inadequate working capitals.
Due to the multiplicity of the airwaves, residents of Agona Swedru have access to radio stations such as Kantinka FM, Obrempong FM, and Golden Star FM all private commercial radio stations based in Agona Swedru. They also have access to Ghana
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Broadcasting Corporation‟s national radio station, Unique FM in Accra, Peace FM,
Accra, Adom FM, Accra, Radio Peace, Winneba and Radio-Windy Bay, Winneba.
Residents are assumed to listen to other radio stations based in Accra whose signals extend to such areas through Multi TV. Multi TV is a digital satellite system owned by the Multimedia Group Limited and sold on the open market. Some Accra-based radio stations such as Happy FM, Joy FM, Asempa FM, Citi FM, Hot FM, Choice FM and
Radio XYZ are all available on Multi TV, hence residents with the digital satellite decoders listen to radio stations that are outside the Central region.
1.4 Statement of the Problem
Pember (1992) and Wilson (1993) note that radio is a companion and a very important and popular medium among various channels of Mass Communication. Black and
Bryant (1992) and Karikari (1993) report of people listening to radio in their homes, garages, nightclubs and workplaces.
Research conducted on radio listening habits by Black and Bryant (1992), Pember
(1992), Wilson (1993), Karikari (1993), and Ansu-Kyeremeh and Karikari (1998) have focused on importance and functions of radio in general, places and peak time of radio listening as well as audience perception of radio stations. Wilson (1993), Vivian
(1997) and Anquandah (2012) touched on motivations for radio listening, statistics of radio sets, and community radio listenership in their respective endeavours.
Douglas (2003) provides in-depth history of how radio culture and content have kneaded and expanded the American psyche. Douglas provides considerations of what listening to radio has done to American culture in the twentieth century and how it has brought a completely new auditory dimension to the lives of audience. Douglas
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(2003) also explores how listening has altered the day-to-day experiences and generational identities, cultivating different modes of listening in different eras; how radio has shaped peoples‟ views of race, gender roles, ethnic barriers, family dynamics, leadership, and the generation gap.
Keith and Krause (2009) explain how radio stations operate from the inside-out, from technology to operations, and from sales to syndication. It offers an overview of how government regulations affect radio stations today, how radio stations have adapted to new communications technologies, and the basics of who does what at a radio station.
Ang (1995) analyses the uses and gratifications approach from another perspective extremely interesting, and identifies that the Uses and Gratifications approach is exploited as an effect that cannot appease audiences with different tastes, but caters only for a certain demographic variable at any given time.
Heath (1999) examines the nature of civil society and civic discourse on radio in
Ghana. The study is grounded in the notions that civil society is constituted by and in communication and that vital civil society and public discourse are essential aspects of a truly democratic system of governance. According to Heath (1999), Civil Society began with public expert discussion on broadcasting policy in 1993; it gradually broadened to include members of radio audiences as well as officials, academics and a wide range of professional associations and media practitioners. In response to listeners' demands, public and private radio stations made available opportunities for on-air discussions of public issues. Heath (1999) observes that an apparent consequence of these programs is that Ghanaians feel more confident about participating in talking about and acting on other issues of public concern and civil society has been strengthened.
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Nunley (2014) identifies that the promotional boost that booming talk radio programmes give could offer a tremendous opportunity for small business people.
According to Appiah, Seeley and Murphy (2002), there isa causal link between listening to “M‟adwumayi”, a radio programme aimed at small businesses, and improved business performance. Similarly, Cuddeford (2002), notes that the most significant impacts of business-oriented radio programmes include: demonstrating the commercial, economic and political importance of the small business sector to commercial advertisers and policy makers; and providing small business owners with a public voice and linking them to the developing political system, thereby contributing to the development of civil society and democracy.
Studies conducted by Ugboajah (1984) reveal that radio audiences reject some programmes whose message does not suit them. Similarly, Werbe (1970) observes that occupational domains influence the type of radio programmes people listen.
Werbe (1970) notes that majority of people who listen to religious programmes regularly were religious and those who patronise science programmes frequently were science oriented. Also, Rivers (2000) observes that women patronise Ada Community
Radio programme on child-bearing and family life. The women identified these topics as being the type of information they needed to help them support their children's development and education. The above revelations indicate that these correlating factors can invariably influence audience radio listening habits.
Other scholars including Annor-Antwi (2009), Ibrahim (2007) and Sekwoh (2010) have also looked at radio listenership in Koforidua, Tamale and Kasena-Nankana respectively. These studies have focused on radio listenership in general, such as audience perception of radio stations, statistics of radio sets and programme preference, using the survey method. Minimal attention has been given to workplace
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radio listenership habits of the business class. This study therefore attempts to look at a new dimension to the phenomenon by investigating the radio listening habits at the workplace, specifically among the business community of Agona Swedru.
According to Asamoah (1995), FM radio was introduced to Agona Swedru, as early as the late 1980s. This means that radio listening is not a new feature in Agona
Swedru. Elliot (1982) notes that three key issues that motivate people to listen to radio programmes are; objectives of the programme, the programme format and personalities involved as either news-makers or media personnel.
Radio in recent times seems to be more portable, compared to its previous immobile nature. Miniature radio sets and new devices allow listeners to access radio individually and almost throughout the day. People can now listen to radio on their phones, mp3 players, and car stereo sets almost anywhere they find themselves including the workplace. Also, new technological devices such as digital satellite decoders give users the option of listening to radio at different places. These technologies offer a wide-range of option and variety for respondents to listen to radio stations, thereby changing the auditory patterns of audiences.
According to Katz, Blumler and Gurevitch (1974), listeners have their expectations of the mass media, which leads to differential patterns of media use and exposure. These expectations therefore influence respondents‟ choice of radio station, types of programme, reasons for listening and gratifications derived. Business concerns and demographic factors may influence respondents‟ radio listening habits. This research investigates workplace radio listening habits among the business community of
Agona Swedru,
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1.5 Objectives of the Study
In order to achieve its purpose the study focuses on the following specific objectives:
1. To identify the radio stations and programmes the Swedru Business Community listen to
2. To identify how the members of Swedru Business Community listen to radio
3. To investigate the gratifications of workplace radio listening
1.6 Research Questions
In order to measure it specific objectives, the study attempts to answer the following research questions:
1. Which radio stations and programmes do the Swedru Business Community listen to?
2. How does the business community of Swedru listen to radio?
3. What sort of gratifications do the Swedru Business Community derive from radio?
1.7 Significance of the Study
According to Ugboajah (1984), people will listen to radio programmes that are relevant or important to their circumstances. This study will provide information on radio listening habits of the Swedru Business Community. This work offers an opportunity to identify and adopt the positive indicators of workplace listening habits in order to make radio satisfy a broader spectrum of listeners. This work is vital considering the role of the media, specifically those working in FM radio as agenda-
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setters. It will add to the literature on radio listening habits at the workplace and serve as basis for further research.
1.8Organisation of the Study
The study is divided into five main chapters. Chapter One deals with the introduction and background to the study; statement of the problem; research objective; research questions, significance of the study; the organization of the study and operational definition of concepts. Chapter Two also comprises a review of related literature on radio listening habits at the workplace. Chapter Three covers the methodology which comprises the research approach; research design; the study area; the research population; sampling procedures; research instruments; data analysis and interpretation. Chapter Four focused on the presentation and discussion of findings; whilst Chapter Five centered on summary, conclusions and recommendation.
1.9 Operational Definition of Terms
For the purpose of this research, the following terms may be explained as follows:
Radio: An electronic medium of communication through which processed information is transmitted for listeners‟ consumption.
Radio listening: The use of radio and the attention paid to the contents of programmes carried by radio.
Traditional radio sets: Radio listening devices, which are mainly for radio listening and equipped with transistors.
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Workplace: The shops of the businessmen where the activities of buying and selling takes place.
Agona Swedru Business Community: The keepers of stores lined-up along the central business centre of Agona Swedru.
Content: The programmes that are produced by radio stations.
Gratifications: The benefits audiences derive from listening radio.
1.10 Chapter Summary
This chapter discussed the background of radio, workplace radio listenership, genesis and development of radio in Ghana, and the profile of Agona Swedru. The chapter also stated the problem of the research; discussed the significance and objectives of the research and operationalised the terms used in the research.
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CHAPTER TWO
REVIEW OF LITERATURE
2.0 Introduction
This chapter reviews and assesses related existing theoretical and empirical literature on the history of radio, radio listenership at the workplace, radio and businesses, and gratifications of radio listenership. The review is followed by the presentation of the theoretical framework of the study. The Uses and Gratifications Theory and the
Dependency theory are discussed in relation to this study. Such works gathered from intellectual researches, journals, newsletters and books would serve as an insight into the study.
2.1 History of Radio
According to Bittner (1989), Radio traces its beginnings to the 1890s in America through the instrumentality of Guglielmo Marconi (the inventor) who was followed by other contributors. After a period of development, voice broadcasting, which facilitated the quick maturation of radio was introduced in 1917. Bittner (1989) notes that during the First World War (1914-1918) radio was used as a war defence communication by the US Navy Station on the Great Lakes. Soon after the war, programmes were directed to the masses.
According to Wilson (1993), companies such as Westinghouse, General Electric and
America Telephone and Telegraph (AT&T) played major roles in converting radio from a maritime communications system to a mass medium. They did so to sell more radio services. Wilson (1993) further states that the development of networks in the late 1920s launched radio into its golden age more as a news and entertainment
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medium. Wilson (1993) observes that during the period of the great depression, many people escaped their troubles by listening to radio.
According to Black and Bryant (1992), Edwin Amstrong introduced the Frequency
Modulation (FM) stereo system in 1933. The growth of the FM was delayed by the
Second World War (1939-45). Black and Bryant (1992) note that by the 1970s, FM which developed to compete with Amplitude Modulation (AM) radio, had a larger overall audience than the AM. Vivian (1997) observes, for instance, that with its superior quality sound, FM held more than 70 percent of the US audiences by the
1980s, making the AM stations shift to news and talk formats, which attracted a few audiences.
2.2 History of radio in Ghana
The then Governor of Gold Coast, Sir Arnold Hudson, introduced Radio to Ghana
(Gold Coast) in 1935. The maiden broadcast was made on Station ZOY on July 31,
1935. About 300 subscribers in Accra listened to the broadcast via diffusion boxes.
Station ZOY was established as a public service facility that served its subscribers with news, entertainment and music.
After some time, Station ZOY went through a series of transformation where it was deployed to varying purposes and usages from 1939. First, it served educational purposes as well as British propagandist role during the World War II. Later, it became an offshoot of the Public Relations Department, now Information Services
Department (ISD). During this period, the station was set-up as a department on its own in 1953 and was renamed the Ghana Broadcasting Corporation (GBC) and served as the mouthpiece of the government.
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Rediffusion stations were established in district centres of the colonial and postcolonial administrations in Cape Coast, Sekondi, Kumasi and Koforidua. These stations were equipped to move and expand radio broadcasting from Accra to the other parts of the country.
Radio in Ghana remained a state monopoly until 1995 when the University of
Ghana‟s ―Voice of Legon (later to be renamed Radio Univers) was established. The
Voice of Legon became the first non-governmental radio station in Ghana.
Upon the coming into effect of the World Trade Organization (WTO) agreement, the
Parliament of Ghana, in 1996, passed the NCA Act 524, which established the
National Communications Authority (NCA). The Authority was established to regulate communications by wire, cable, radio, television, satellite and similar means of technology for the orderly development and operation of efficient communications services in Ghana and to provide for related purposes.
According to the National Communications Authority (NCA)‟s 2011 report, 247 radio stations have been authorised to operate in Ghana, out of which 217 are currently operational. The Central region, where the Agona Swedru community is located, has
25 radio stations.
2.3 The Genesis and Development of Radio in Ghana
The British introduced radio in Ghana in the 1930s and used it as a propaganda tool to secure the loyalty and support of the colonies during World War two. During this period, radio became an important vehicle for providing information on the African soldiers fighting on the side of the allies. Due to the integrative role of radio, leaders of the newly independent African countries monopolized and retained ownership in
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the hands of the state and continued to use it as a top-down communication channel
(Ansu-Kyeremeh & Karikari, 1998; Tandoh, 2000).
According to Asamoah (1985), Frequency Modulation (FM) radio was introduced to
Ghana in 1986 and after some time it was spread to some communities in the country including Apam, Swedru, Sekondi, Kumasi, Bolgatanga and Accra. This was because earlier, radio used Amplitude Modulation (AM). But by the 1980s state monopoly of mass media was beginning to cave in. Ansah (1985) argues that opening up the airwaves could stimulate integration and development. Indeed, framers of Ghana's
1992 constitution appear to have anticipated the inadequate role played by monopolized state broadcasting in the country's efforts at integration and accordingly inserted the constitutional protection necessary to operate it. Article 162(3) is worth quoting in full; “There shall be no impediments to the establishment of private press or media; and in particular, there shall be no law requiring any person to obtain a license as a prerequisite to the establishment or operation of a newspaper, journal or other media for the mass communication or information” (The 1992 Constitution of
Ghana).
Though the constitution made provision for the ownership of private radio and television stations it was not until 1993 that intellectuals began to talk openly about the need for the government to free the airwaves (Tandoh, 2000). Despite the overwhelming support for the privatization of broadcasting, the state was reluctant to loosen its grip on the electronic media until May 1994, when residents of Accra woke up to the sound of a „pirate‟ FM station called Radio Eye. After 24 hours of operating the security agencies shut down the station and arrested the owner, Dr. Charles
Wereko Brobbey, and his team of technicians and had their assets confiscated. The
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confiscation sparked bloody riots in Accra, ending the first attempt at breaking state monopoly over broadcasting. It was not until July 1995 that Joy FM, was licensed to operate in Accra.
The intensification of democratic and liberal reforms in the mid 1990s have resulted in the establishment of multi-party democracy, the privatization of the airwaves, and the emergence of independent mass media operations, especially in regional and community FM radio broadcasting. Since 1995, over two hundred independently owned radio stations have been broadcasting alongside the state media, thereby significantly changing the media environment in the country (Ansu-Kyeremeh &
Karikari, 1998; Blankson, 2000).
According to Blankson (2010), two emerging characteristics associated with the democratic reforms are the changing role of the media, particularly independent media, and the opportunities it offers for building a stronger civil society; and the emergence of an „aroused‟ public who is showing a keen interest in civil society issues and actively participating in civic discourse. This development is fostering the dissemination and free exchange of information leading to social, political, educational and economic reforms. The independent media is also promoting the development of socio-economic interests that mitigate traditional political polarities that will ultimately strengthen democracy.
Ansu-Kyeremeh and Karikari (1998) and Blankson (2010) observe that the traditional propagandist and developmental role played by the state media, Ghana Broadcasting
Corporation (GBC), was transformed after the introduction of private media in 1995.
Early in their operations, the independent media, particularly radio, assumed the center stage in the democratic and civil society building process. For the first time in
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Ghana, it began to provide the needed avenue for free speech, freedom of expression and public participation in civil discourse. This has allowed for the free expression of divergent or dissenting views on civic and political matters without fear of government repercussion. It has also made possible the exchange of information between various elements of civil society and for public participation in the social, economic, cultural and political development of the nation. For instance, social activists, private individuals and public officials, have appeared on newly created interactive audience discussion programmes in radio to respond to public concerns and questions on diverse issues.
The same programs are also open to other civil society groups including student and worker‟s unions, professional associations, rural cooperatives, churches, activists, and women groups who use the radio platform to exchange ideas and communicate with their audiences and or to relate with each other in a civil manner. Although the majority of such interactions have been heated exchanges between the guest speakers and the public participants, the experiences clearly mark the development of a new relationship between the media, the public, and the state; a relationship critical in the development of a stronger nation (Blankson 2010).
2.4 Modern Radio Listening Environment
Presently, radio listening in Ghana seems to be more on the go activity, compared to its previously immobile nature. Advancements in technology have revolutionised radio sets from huge immobile sets to miniature ones. People can now listen to radio on their mobile phones, mp3 players, car stereo sets, tablet computers, and computers almost anywhere they find themselves. Miniature radio sets and new devices allow
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listeners to access radio individually and almost throughout the day. New devices, most notably, satellite decoders, are equipped with powerful radio receivers that ensure that signals of radio stations that fall outside the catchment areas of particular radio stations could be received irrespective of the location. The new technological devices give users the option of listening to radio at distant places.
Aside access to Agona Swedru based radio stations; Kentinka FM, Obrempong FM, and Golden Star FM, residents are assumed to listen to other radio stations based in
Accra whose signals extend to such areas through Multi TV. Multi TV is a digital satellite system owned by the Multimedia Group Limited and sold on the open market. Some Accra-based radio stations such as Happy FM, Joy FM, Asempa FM,
Adom FM, Citi FM, Hot FM, Choice FM and Radio XYZ are all available on Multi
TV, hence residents with the digital satellite decoders can listen to radio stations that are outside the Central Region. The availability of satellite decoders indicates Ghana‟s giant steps towards the movement from analogue to digital terrestrial (satellite) radio broadcasting.
2.5 Satellite Radio
Most satellite radios are relays of stations that broadcast terrestrially. Hence, satellite radio stations are terrestrial radio stations that have gone the extra mile of launching their programmes on satellites to broaden their reach and listener base. Satellite radio can offer CD-quality sound, but is a domestically static medium, to be accessed via a television or radio set connected to a satellite dish. This therefore lacks the advantage of portability (Barnard, 2000).
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Satellite radio comes with a dish and decoder. In order to access satellite radio, an audience must purchase a satellite dish and a decoder, which are connected to a television in order to access satellite radio. Some residents of Agona Swedru use satellite dishes from operators such as Multi TV, Strong TV, Go TV and My TV. These satellite services give resident subscribers access to some selected radio stations based in Accra. Radio stations such as Joy FM, Hitz FM, Asempa FM, Adom FM, Citi FM,
Peace FM, Happy FM, Hot FM, Choice FM, and Radio XYZ, all based in Accra, can be accessed within the community via satellite decoders.
2.6 Nature of Radio
Karikari (1994) describes radio as an electronic medium that appeals to various populations separated by location, race, sex as well as other social, economic and political factors. Radio serves as an avenue through which information that is necessary for human existence, social interaction and national as well as international development is transmitted to the masses. `
According to Sy (1994), radio is undeniably the most veritable source of information, entertainment and education. What makes the medium unique from other media includes its accessibility, in terms of cost, and the fact that it can be received by a large number of people who may be scattered over a vast area.
Similarly, Kaith and Krause (1989) describe radio as an ubiquitous medium on earth with its mobility and variety, making it the most popular medium in the history of man. This makes radio peoples‟ companion that keeps them up to date. Schultz
(2005), notes that radio in today‟s environment has become a background medium. As a result of this, people listen to the radio while doing something else. Transistors and miniaturisation have allowed radio to go in cars, to the beach or the park.
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Vivian (1997) notes that radio is everywhere; and hardly is there any place in the world beyond the reach of radio. According to Vivian (1997), radio listening and the importance of radio is made evident by the statistics of the Arbitron Company which surveys radio listening in the United States of America (US). Statistics from the company indicated that teenagers and adults listened to radio on the average for 22 hours per week. He indicates that more people listened to morning news on radio than from any other medium. The various gratifications obtained from radio seem complemented by the springing up of various radio stations, which according to
Vivian (1997) held 70 percent of US (radio) audience by the 1990s.
Hiebert (1988) observes that radio listening habits were personal and radio stations programme selectively to satisfy the needs of individuals within a relatively homogeneous group. This situation is what Berger (1995) referred to as “narrow casting”.
According to Berger (1995), this situation of “narrow casting” could be said to have contributed to the competition among various radio stations who try to scramble for audience in order to satisfy the personal needs of their target audience. The attendant selective programming becomes even more challenging when other communication channels such as television are considered. According to Bohn (1991), despite the competition, radio as a medium of communication has continued to develop, since its inception in the 1920s. Bittner (1989) argues that in an attempt to maintain growth, radio rivals other media of mass communication.
Bohn (1991) observes that closely allied to radio stations‟ selective programming is the fact that radio presenters also try to establish relationships with audiences through song identification contests, morning wake-up calls, and other call-in promotions,
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giving away cash, cars, opportunities to embark on trips and concert tickets are used to develop the sense of involvement in addition to the traditional dedication and request lines.
2.7 Radio Listening
According to Dominick (1993) and Black and Bryant (1992), radio is listened to in every corner. Asamoah (1985) contends that radio brings the world into many homes through the dissemination of news, views and music relayed from the British
Broadcasting Corporation (BBC), because radio is listened to in homes, kitchens, automobiles, on farms, at garages and at workplaces. Besides, people with various backgrounds listen to radio.
Listening, according to Gamble and Gamble (1996), is a deliberate process through which we seek to understand and refrain aural (heard) stimuli. They add that listening is the prime means of taking information and it is the fundamental process through which people initiate and maintain relationships.
Semaj (2006) observes that attitude plays a role in media use habits because attitude is linked to behaviour. Semaj (2006) explains that an attitude is a complex mental state involving beliefs, feelings and values and the disposition to act in certain ways.
Attitudes are learnt, relatively enduring feelings people have about objects, events or issues. An attitude can be seen as being either positive or negative in a specific cultural context. Individuals will act based on their attitudes, and this applies to the audience media use habits. In theory and practice, individuals would listen to radio programmes which the individual has special inclination to, based on the person‟s disposition and individual convictions (Katz, Blumler and Gurevitch, 1974).
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After a national survey of radio news audience, Schultz (2005) identifies that radio has become a background medium. Bohn (1991) argues that radio has clearly survived the competition from television and had developed into a new and aggressive medium, adding that radio is a companion medium; fine-tuned to meet a variety of needs. In other words, radio has built a capacity base that enables it to satisfy the needs of its wide-range audiences.
2.8 Workplace Radio Listenership
Howard and Kievman (1993) argue that radio has emerged strongly in offices and that everywhere one goes, there is a radio set that is listened to. According to Vivian
(1997), radio is everywhere; and hardly is there any place in the world beyond the reach of radio. Also, Schultz (2005) notes that radio in today‟s environment has become a background medium. As a result of this people listen to the radio while doing something else. Transistors and miniaturization have allowed radio to go in cars, to the beach or the park.
Downey (2004) investigates popular backgrounds for folk shopping at work, and reports that radio listening at the workplace accounted for 25 percent of all radio listening in the United States of America (US). While some people listen to radio on traditional radio devices, others listen via the internet.
A study by the Edison Media Research and Arbitron Incorporated (2004) examined among others the dynamics of radio listening behaviour at the workplace, which constitutes a vital part of this study‟s focus. The purpose of that study was to use the information obtained from the findings to improve programming, marketing and sales effort. Findings showed that among 1,229 respondents polled, more than half (65
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percent) of them said they listened to radio at their workplace, while the remaining said they used other media.
Audience Dialogue (2002) investigates programmes which people listened to at the workplace and reports that different types of radio programmes suit different environments and people seem to choose different programmes for different activities.
For example, music is usually preferred for energetic manual work such as sweeping, and classical music is most popular as an accompaniment to mentally stressful work or that which need a lot of concentration (Audience Dialogue, 2002).
According to Arbitron Incorporated (2004), at-work radio listening is beneficial to the listener in a variety of ways. An at-work study by Arbitron Researchers in 2004 shows that a little over a third (34 percent) of respondents said radio listening at the workplace made them more productive, while 23 percent said it made them a little productive. This could be attributed in part, to the fact that radio listening is more likely to be motivated by emotional needs such as to raise one‟s spirits and relieve boredom.
National Media Lifestyle Survey in collaboration with the Arbitron Incorporated conducted a study in 2004 and concluded that demographics influence radio listening at the workplace. The study notes that gender plays a significant role, apart from other factors such as age and educational background in workplace radio listenership. The study reveals that males dominated women in radio listening at the workplace in the ratio 54 : 46 percent with the middle-aged men (35-54) dominating in the male category.
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Workplace Doctors (2004) also observe that music on radio in particularly is a significant contributor to the enhancement of work performance and efficiency. This, they note, is because radio listening enables a worker to relax; and also relieves boredom and helps to focus on work. Similarly, Pool, Marina, Koolstra, Cees And
Vander Voort (2003) note that listening to music on radio per se could relatively enhance work assignments to a reasonable extent.
West (2002) also notes that different types of music can have different types of effects on listeners. Two of the many effects music can have may be to heighten psychological arousal or for relaxation. While some jobs require steady concentration and a stress-free environment, other jobs are monotonous and repetitive and may benefit from toe-tapping rhythms and a variety of musical textures.
Similarly, a study by Communication Researchers at the University of Illinois (1996) and published in Human Resources Magazine V concludes that "listening to music may increase the output of employees in all types of work," a 6.3% increase as compared with a no-music control group. The study also shows a link between productivity, motivation and music.
However, it is significant to note that in some cases, radio listening at the workplace is perceived to be irritating and may therefore, prevent some people from listening. In a situation where a staff of a workplace may not be interested in listening to radio, he could be forced to listen. Such a situation may negatively affect the staff‟s concentration on his or her work as well as inhibit a better work output.
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2.9 Other Studies on Radio Listenership
A research on the media reception habits of Ghanaians by Audience Scapes (2009), found that radio is the most widely accessible and the most widely used source of news and information for Ghanaians. The survey involved people from all parts of the country and reported that ninety percent of respondents also said they listened to the radio in the last week of the research, and almost all respondents (96 percent) said they used the radio to get news and information on at least a weekly basis, as opposed to just listening for entertainment. The survey results also showed that radio broadcasts were also widely trusted as news and information sources.
Gathigi (2009) conducted an ethnographic study on the radio listening habits among rural audiences in Kieni West Division of Central Kenya. The research found that radio was the most important and accessible medium in Kieni West and that vernacular radio stations were the most preferred ones. Kieni West listeners used radio to obtain both local and international information. The rural people of the Kieni
West used radio to access information on health and agriculture. In addition, listeners relied on radio for social interactions, civic engagement, and as a platform where they could seek solutions to some of their problems.
The research concluded that the liberalisation and commercialisation of radio in
Kenya had led to a number of outcomes to rural listeners. These included emergence of a competitive radio industry that provided multiple outlets and a wide variety of content from which people could choose. Secondly, the rise of vernacular radio stations had provided access to broadcasting in various local languages which allowed for diverse content to a wide section of the population. Vernacular stations, according to the research, demonstrated sensitivity to the needs of rural audiences and therefore had higher acceptance.
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Radio Audience Measurement Survey (2012) conducted by the South African
Advertising Research Foundation (SAARF) reveals that South Africans showed little change in their radio listening habits, compared with results of previous studies in
2011. According to the survey, South Africans, on the average, listened to the radio for three hours and 38 minutes daily. Radio listening levels in total were seen as
„stable‟ across an entire week.
The research found that 88.1 percent of South Africans listened to the radio throughout the seven days of the week, with 68.3 percent listening from Monday to
Friday. Also, 64.8 percent of South Africans listened to the radio on both Saturdays and Sundays. With regards to radio stations‟ appeal to listeners, the survey found that five commercial radio stations, as well as a number of community radio stations significantly improved audience levels compared to the RAMS of 2011. The community radio sector was found to be stronger than it was the previous year, reaching 24.3% of South Africans each week (compared to 23.0% in February, 2011), and 12.4% on an average Monday to Friday (compared to 11.6% in February, 2012).
Annor-Antwi (2009) conducted a research in Koforidua to find the uses and gratifications radio listeners within the Koforidua municipality derived from listening to the radio. The research combined both quantitative and qualitative approaches to study 300 respondents. The study found out that majority of respondents listened to the radio to obtain information on public affairs and education.
Anquandah (2012) studied radio listenership of the residents of New Abirem in the
Eastern region.Questionnaires, with both closed and open ended items, were administered to 150 selected residents. The research indicated that residents mostly listened to radio to be informed and educated, while others listened to be entertained.
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Ofori-Boateng (1997) sampled the views of 100 students of the University of Ghana on their interests in radio phone-in talk shows. The findings indicated that although they did not have access to telephones on campus at the time, more than half of the respondents listened to radio phone-in talk shows. This was because students considered the programmes educative, informative and created avenues for freedom of speech and expression. The study also showed that 92 percent of students listened to radio for more than an hour daily, which was because radio listening, unlike television viewing, could be combined with other activities such as reading.
2.10 Gratifications of Radio
Radio, according to Bohn (1991), is a mass medium with highly fragmented audiences and revenue base. FM radio stations serve both local and national purposes in terms of its audiences and nature. Bohn (1991) indicates that radio listening habits vary, and radio stations undertake selective programming to satisfy individual needs within a relatively homogeneous group.
Ang (1995) analyses the uses and gratifications theory from another perspective which is extremely interesting. He argues that any one medium cannot appease audiences with different tastes, but it can only cater for a particular demographic sect of the audience at any given time.
Ang (1995) cites McQuail (1972) as offering a topology of common reasons for media use as follows: information, personal identity, integration and social interaction, and entertainment. With regards to information, McQuail notes that audiences wish to find out about relevant events and conditions in their immediate surroundings, society and the world. They also wish to seek advice on practical
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matters on opinion and decision choices; and seek self-education as well as gain a sense of security through knowledge.
Elliot (1982) notes that three key issues that motivate people to listen to radio programmes are: objectives of the programme, the programme format and personalities involved as either news-makers or media personnel.
Employing the Uses and Gratifications approach, Katz, Blumler and Gurevitch (1974) identified five motivations for using mass media, namely utility, passing time, seeking information, convenience, and entertainment. What the uses and gratifications approach therefore really does then is to provide a framework for understanding when and how different media consumers become more or less active and what the consequences of the increased or decreased involvement might be. The classic articulation of this framework remains the one offered by Katz et al in (1974). These theorists describe five elements of the basic assumptions of the uses and gratification model as follows:
1. The audience is active and its media use is goal oriented. Thus, various audience members bring various levels of activity to their consumption.
2. The initiative in linking his or her need gratification to a specific media choice rests with the audience member.
3. The media compete with other sources for need satisfaction. Simply put, the media and their audiences do not exist in a vacuum. They are part of the larger society and obviously the relationship between media and audiences is influenced by events in that environment. If all your needs for information and entertainment are being satisfied by conversations with your friends, then you are much less likely to turn to the mass media. When students enter college, their media use tends to sharply decline.
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In this new environment, media does not compete with their primary goal of academic qualification.
4. People are self- aware enough of their own media use, interests and motives to be able to provide researchers with an accurate picture of that use.
5. Value judgment of the audience's linking its needs to specific media or content
This synopsis of the perspective's basic assumptions raises some questions. For example, what factors affect an audience member's level of activeness or their awareness of media use? Also, what other things in the environment influence the creation or maintenance of the audience's needs and their judgments of which media use will best meet those needs?
The three scholars (Katz, Blumler and Gurevitch) in 1974 argued that social situations that people find themselves in can be involved in the generation of media related needs in any of the following ways:
1. Social situations can produce tensions and conflicts, leading to pressure for their easement through media consumption (party politics).
2. Social situations can create an awareness of problems that demand attention.
Information about such problems might be sought in the media (business and economic trends or fashion).
3. Social situations can deprive real-life opportunities to satisfy certain needs. The media canserve as substitutes or supplements (entertainment or show-biz programmes).
4. Social situations often elicit specific values, and their affirmation and reinforcement can befacilitated by the consumption of related media materials (keep on listening to the talk show or fashion programme to get reinforcement).
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5. Social situations can provide realms of expectations of familiarity with media, which must be met to sustain membership in specific social groups (to be in the sub- culture or in-group, one should know the latest).
2.11Radio and Internet
Research conducted by Barry (2002), reveals that the computer continues to intrude every aspect of daily life, and now it is a source for internet radio music from one's home whether that town is across the state or across the ocean. More people than ever are listening to radio stations over the internet, and internet radio listening has doubled in one year (2001-2002). Most of the listening is done at the workplace, presumably, with the consent of employers.
According to Barry (2002) likely reasons for the growth of internet radio include better network connectivity, faster processors, and improved audio performance from computers. Favourite radio programming include talk radio, news, and rock and classical music. Many people enjoy „staying in touch with their roots‟ by listening to home radio stations, the study mentions. The ability to listen to stations from anywhere without reception problems is also a big plus for radio listening at the workplace.
According to Lind and Medoff (2010), technological advances have made internet radio an exciting new development in the industry. There are several benefits received by radio stations that make use of internet radio sites. First, internet audio files can be listened to at anytime regardless of when they were first broadcast; and this has led to the emergence of podcasts by radio stations. Through podcasts, online radio listeners can access radio programmes at different times regardless of their destinations.
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Internet formats can even be downloaded to new technological gadgets such as mobile phones, ipods, ipads and computers. Users are not tied to a broadcast schedule where listeners have to tune in at the time their programme is being broadcast: they can listen to archived files whenever and wherever they choose.
Although some forms of Internet radio broadcasts such as netcasts and cybercasts are live, radio programmes and newscasts can be stored on servers available to listeners anytime. Netcasts can be heard from anywhere in the world regardless of the place of origin. Online users do not only listen to radio, but they can also watch some aspects of it. Song lyrics, rock bands in concert, and news can be seen via text, graphics, or video, hence, opening up a wide range of possibilities never before available to traditionally delivered radio stations. Multitasking also allows internet radio listeners to perform other computer tasks while using their computers to access web sites (Lind and Medoff, 2010).
Little wonder therefore, Albarran (2002) indicates that younger audiences in the
United States are leaving terrestrial radio for new technologies like MP3 players,
Internet radio, and satellite radio. From its inception, radio has been challenged by a number of innovative technologies, each drawing listeners and forcing radio to update its programming in order to remain a competitive media option. The radio industry has been successful in adapting to various forces throughout its history in order to remain successful. Young people are able to choose their content from a vast menu that is as diverse as the motivations that drive their selections of radio station. These motivations may include sensation seeking, need for information, withdrawal, among others. Whatever the reason, the ways in which young people manoeuver through these technologies is of growing interest to media researchers and the radio industry
(Albarran, 2002).
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Heeter (1989) notes that new media outlets like the Internet possess at least three attributes of data that are not associated with traditional media. These include the attributes of interactivity, demassification, and asynchroneity. Heeter (1989) defined interactivity as a multidimensional concept. This includes the choices provided to users, the amount of effort a user must exert to access information and how actively responsive a medium is to users. Interactivity also includes the potential to monitor system use, the degree to which users can add information to the system that a mass undifferentiated audience can access, as well as the degree to which a media system facilitates interpersonal communication between specific users. Dyson, (1993) contends that interactivity is not only the ability to select from a wide array of internet merchandise or surf more radio channels, but also offer users the means to develop new means of communication as well as greatly increasing users‟ activities.
Chamberlain (1994) argues that the world has entered an era of demassification in which the individual media user is able, through newer technologies, to pick from a large selection of media, previously shared only with other individuals as mass media.
Unlike the traditional mass media, new media such as the Internet provide selectivity characteristics that allow individuals to tailor messages to their needs. Mass messages can be viewed as second-class by recipients and individuals, and one-on-one dialogue will be the preferred mode of communication (Chamberlain, 1994).
Williams, Rice, and Rogers (1988) explain asynchroneity as the concept where media messages may be staggered in time. Electronic messages may be received by senders and receivers at different times and still interact at their convenience (It also means the ability of an individual to send, receive, save, or retrieve messages at his or her own convenience (Chamberlain, 1994). With the Internet, an individual has the potential to store, duplicate, or transfer online radio messages they received. Once
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messages are digitized, the manipulation of the media becomes infinite, allowing the media user much more control than the traditional media permitted.
Though internet radio listenership is not very common in most Ghanaian communities, there are prospects for future growth. With the proliferation of internet modems and improved mobile phone internet services by telecommunication networks, the future appears great.
2.12 Radio and Television
Islam (2002) also observes that radio broadcasting, compared to television, is cheaper and the radio set could be used without electricity. Radio is transmitted to areas and all manner of persons including people who do not know how to read. In Ghana, for instance, the current use of the local languages, especially Akan on some FM radio stations such as Peace FM and Adom FM is typical example. Islam (2002) adds that it is not surprising that radio receiver penetration is higher than other media penetration in all regions, and radio primary medium for reaching citizens in many developing countries. Similarly, Bohn (1991) reports that radio has clearly survived the competition from television and had developed into a new and aggressive medium.
He indicates that radio is a companion medium that can be fine-tuned to meet a variety of needs. In other words, radio has built a capacity base that enables it satisfy the need of its audience.
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2.13 Radio and the Business Community
Nunley (2014) notes that the promotional boost that booming talk radio programmes give could offer a tremendous opportunity for small business people. According to
Cuddeford (2002), the most significant impacts of business-oriented radio programmes in Ughanda include: demonstrating the commercial, economic and political importance of the small business sector to commercial advertisers and policy makers; and providing small business owners with a public voice and linking them to the developing political system, thereby contributing to the development of Ugandan civil society and democracy.
Cuddeford (2002 identifies the Nekolera Gyange (I Run My Own Business) radio programme in Uganda as significant. The International Labour Organization‟s In-
Focus Programme on Boosting Employment through Small Enterprise Development
(SEED) provides technical support to establish the programme. The purpose of the programme is to provide marginalized business people (micro- and small businesses, usually self-employed and part of the “informal economy”) with a voice to influence their working environment and policy decisions, a platform for discussion, and a channel to receive information that is important to the survival of their businesses.
The programme takes the magazine format which includes business news, talk shows, interviews with small business owners, technical experts and policy makers, and a live call-in. Seventy to eighty per cent of airtime engages listeners in interviews, dialogue and other kinds of interaction. The programme also provides the platform for competitions to promote business development, an opportunity for businesses who want to purchase from small and micro-businesses to announce their tenders free of
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charge, and follow-ups the program producers on complaints received by owners of small businesses.
According to Cuddeford (2002), an evaluation of the program showed that 40% of owners of micro- and small enterprises are regular listeners. Nine of the ten businesses featured on the programme reported benefits to their business as a result of being in the programme. Half of featured businesses have increased sales and two
(20%) had hired additional employees. Five of six policy makers who had appeared on the program reported that their attitudes and policies had changed as a result of the programme. One said that he had received many calls after his radio appearance complaining about tax officials harassing traders. The official raised the issue with the
Uganda Revenue Authority and the harassment stopped.
In Ghana, Appiah, Seeley and Murphy (2002) explore the experience of
M‟Adwumayi, a radio programme aimed at small businesses and broadcast on Kapital
FM, Kumasi. On the causal links of the programme, the results of the study indicate that participant experience recounted many instances where the radio programme had positively influenced their business practice (e.g., through improved book keeping practices, better purchasing policies, reinvesting profits, separating business from personal finances and improved customer relationship management). From the knowledge and experience captured in such participant comments, the study concludes that there isa causal link between listening to “M‟adwumayi” and improved business performance.
According to Appiah, Seeley and Murphy (2002), the benefits M‟Adwumayi for the
MSE community as a whole include; providing an advocating voice for the MSE community (for example in dealing with local issues and local services such as utilities and infrastructure). M‟Adwumayi uniquely offers non-written information at
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no cost for the local MSE community (50% of whom are thought to be semi- or completely illiterate). M‟Adwumayi offers a route to market for organizations.
Finally, M‟adwumayi has helped promote business development and entrepreneurship more generally into new and potentially influential sectors (e.g., NGOs, churches, etc.)
In recent times, relationship marketing (RM) has emerged as a defence marketing strategy aimed at attracting and retaining customers. Radio is a very strong means of achieving good relationship marketing within a semi-literate target such as Agona
Swedru. Relationship marketing can be explained as a way for businesses to build common profitable and long-term relationship with customers. Relationship marketing also focuses on the interaction between the firm and customers, attracting, winning and maintaining customers and also keeping a healthy rapport and delivering quality services.
Gronroos (1996) defines relationship marketing as identify, and establish, maintain and enhance and, when necessary terminate relationship with customers and other stakeholders at a profit, so that the objectives of all parties involved are met, and this is done by mutual exchange and fulfillment of promises. The need for the attraction of not only retail customers but every profitable customer has heightened the need for corporate customers.
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2.14 Theoretical Framework
Littlejohn and Foss (2008) explain theories are ways of looking at reality, because in their estimation no one can look at reality purely; there is always an angle as to how one may choose to view a subject. The Uses and Gratifications Theory and the
Dependency theory are discussed below:
2.15 Uses and Gratifications Theory
The Uses and Gratifications theory holds the notion that people use the media to their benefit. The theory views the audience as active. This means that the audience actively seek out specific media and content to achieve certain results or gratifications that satisfy their personal needs. The Uses and Gratifications theory was first introduced by Katz (1959) in an article in a reaction to the claim of Berelson (1959) that the field of communication was dead. Katz suggested that instead of investigating questions such as: What do media do to people? Communication researchers should rather answer the question: What do people do with the media? According to Bittner
(1996), the Uses and Gratifications theory focuses on consumers‟ motivations and concerns for using various media. He further claims that the theory is about how the media is used instead of how the media use people. This theory was considered as critical because it contradicted older views that assumed the audience was passive.
The sources of the media chosen by the audience are distinctive. According to
Blumler (1980), audience gratifications can be derived from at least three distinct sources: media content, exposure to the media per se, and social context that typifies the situation of exposure to different media. It is clear that audiences spend time using
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the media in various ways. Whether they are killing time or using it as a social tool, each medium is unique in its purpose.
2.16 THE FIVE BASIC ASSUMPTIONS OF THE USES AND GRATIFICATIONS THEORY
According to Katz et al (1974), the first assumption is that the audience is conceived as active. This idea focuses around the assumption that the viewers are goal oriented and attempt to achieve their goals through the media source. This directly reflects and responds to the needs of the audience member in obtaining the media source.
The second basic assumption is that in the mass communication process, much initiative in linking need gratification and media choice lies with the audience member. This reflects the idea that people use the media to their advantage more often than the media uses them. The receiver determines what to absorb and does not allow the media to influence them otherwise. Thus, the individual opinion is more powerful than what the media is portraying.
The third basic assumption is that the media competes with other sources of need satisfaction. This implies that each individual has several needs. In response to this, the individual creates a wide range of choices that meet these needs. The strongest rivals to media-based sources include face-to-face communication. Face-to-face communication can often help an individual cope with circumstances surrounding them most effectively. As a result of this, mass communication must compete strongly with non-media related sources and help create a need for itself as well as a proper balance between the two.
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The fourth basic assumption is that many of the goals of media use can be derived from data supplied by the individual audience members themselves. This idea claims that people are very aware of their motives and choices and are able to explain them verbally if necessary. There have been several studies in all parts of the world that have sampled viewers and come to conclusions about the type of media used as well as the content explored. Furthermore, it was found that audience members use these media forms to shape their own identities.
The fifth and final basic assumption is that value judgments about cultural significance of mass communication should be suspended while audience operations are explored on their own terms. The theorists (Katz, Blumler and Gurevitch, 1974) believe that only the audience can determine the value of the media content. It is the individual audience members who make the decision to use the media; therefore, they place the value on it by their individual decision to use it. These basic assumptions provide a framework for understanding the exact relationship between the media and the audience. In addition, these basic assumptions provide a distinction as to how the audience is more or less active and the consequences of their involvement in the media as a whole.
2.17 THE DEPENDENCY THEORY
The Dependency Theory is in essence an explanation of the relationship between the media content, the nature of society, and the behavior of the audiences. The theory holds that people in an urban society have become dependent on mass communication to assist them in receiving the information that they need, in order to make a variety of decisions concerning their everyday lives (DeFleur and Ball-Rokeach, 1976).
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According to Littlejohn (1983), first, people become more dependent on media that meet a number of your needs than on media that provide just a few. And since each persons needs are different, what they depend on is clearly going to vary and fluctuate. Therefore, if a person finds a medium that provides them with several functions that are central to their desires, they will be more inclined to continue to use that particular medium in the future.
The second cause of this dependency is social stability. In times of conflict such as in war periods, society as a whole tends to become more dependent on the media for a sense of stability. Furthermore, one may see an increase in media usage when something important is coming up, such as a presidential election. These special circumstances make people more dependent on the media to find out what is happening in society (Littlejohn, 1983).
The dependency theory brings forth many unique propositions and functions.
According to DeFleur and Sandra Ball-Rokeach (1976), the basic propositions of the
Dependency Theory can be brought together and summarised as the potential for mass media messages to achieve a broad range of cognitive, affective, and behavioral effects would increased when media systems serve many unique, and central information functions. This also reiterates the idea that the more the medium has to offer, the more useful it will become.
According to Littlejohn (1983), the cognitive changes that the Dependency Theory brings forth are many-fold. The media brings forth attitude formation and an impact on agenda setting. Since the theory complies with the idea that people rely on media for information in their decision making, media can help individuals develop certain attitudes regarding given subjects. In addition, media encourages people to converse
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about certain things. The affective nature of the media is quite distinctive. Media can create many different feelings such as fear, anxiety, and happiness. The media also can promote behaviour changes. These media influences can result in an audience member doing something that they would not ordinarily do. Littlejohn (1983) contends that because of the nature of mass media, society has become dependent on the media for virtually all the society‟s „outside‟ resources in decisions making. This study will assess how business and financial needs and factors influence the radio listening habits of the Agona Swedru Business Community.
2.18 Critique of both the Uses and Gratifications Theory and the Dependency
Theory
The uses and gratifications theory has been criticised by some scholars. According to
Elliott (1974), the uses and gratifications theory focuses too narrowly on the individual. He argues that the theory relies heavily on psychological concepts such as need, and it neglects the social structure and the place of the media in that structure.
Kubey and Csikszentmihalyi (1990) also criticised the uses and gratifications theory.
They described the notion of an „active audience‟ as misleading when applied to television watching. The researchers argued that television and films, compared to print, are likely to produce much more uniform cognitive and affective responses in audience due to the pictorial nature of both television and films. Uniform effects are not the kind of things a uses and gratifications approach would predict.
Stanford (1983) argued that the theory and studies done to test it lack consistency.
According to Stanford (1983), the theory lacks the theoretical justification for a model offered and claims that the discussion differs widely from the results, which do not support their theoretical underpinnings. Stanford also criticises the unclear
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operationalisation of uses and gratifications terms, as well as the analytical models and the internal consistency of the theory.
According to Littlejohn (1983), theories should be analysed and judged by some form of criteria. These include; logic, consistency, testability, and simplicity. Littlejohn
(1983) identifies certain merits of the Uses and Gratifications Theory and the
Dependency Theory. He indicates that both the Uses and Gratifications Theory and the Dependency Theory seem logical, and simplistic. First, when analysing the logical approach to both theories, they seem to hold. One can see with both theories that it is logical that individuals would choose what they want to listen to or view and can clearly gain. This is why we see an increase in the number of viewers when important circumstances are happening within our country. Secondly, when one looks at the simplicity of both theories, they seem valid. Both of the theories are extremely easy to understand and comprehend. In addition, they link together, which helps the perception of them become more explicit.
Also, Littlejohn (1983) points out certain demerits inherent in both the Uses and
Gratifications Theory and the Dependency Theory. According to Littlejohn (1983), the consistency aspect of both theories however, is somewhat different when focused upon. Although the theories are not highly contested, they do not correspond completely with previous research. One may find it hard to believe that the media has no influence over the viewer at all. There are several circumstances within the field of advertising that suggest that people are influenced by the media. This indicates that people can be persuaded.
Secondly, the testability aspect of both theories seems somehow unreliable. The ways that the theories were primarily tested were through sampling the audience viewers.
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The results could possibly be biased because individuals may not realise the power that the media has over them. In essence, the sampling was one sided.
Though Littlejohn (1983) and Stanford (1983) doubt the consistency and testability of the uses and gratifications theory, the theory has been employed in studies whose results are widely held as valid. Annor-Antwi (2009), conducted a research in
Koforidua to find the uses and gratifications radio listeners within the Koforidua municipality derived from listening to the radio. The research combined both quantitative and qualitative approaches to study 300 respondents. The study found out that majority of respondents listened to the radio to obtain information on public affairs and education. Listeners who listened to the radio at dawn sought religious gratification in the form of morning devotion, while news was the most sought gratification for morning radio listeners.
Similarly, Anderson, Collins, Schmitt and Jacobvitz (1996) conducted research based on television viewing diaries. The study found that stressed women watched more game and variety shows as well as more television in general than unstressed women.
On the other hand, stressed men watched more action and violent programming than unstressed men.
2.19 Chapter Summary
This chapter reviewed some related works that have been carried out by scholars and researchers as well as the history of radio in as much as they relate to this study.The chapter also and discussed some mass communication theories employed in the study.
These include the „uses and gratifications‟ theory by Katz, Blumler and Gurevitch
(1974) and the „dependency theory‟ by DeFleur and Ball-Rokeach(1976).
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CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction
The methodology covers the research approach, research design, population, the sample and sampling procedures, sources of data, research instruments, pilot testing, and data analysis procedure.
3.1 Research Approach
This study employs a qualitative-oriented survey. According to Groves, Fowler,
Couper, Lepkowski, Singer, and Tourangeau(2004), survey is an information gathering method which is systematic, with the purpose of constructing quantitative descriptors based on the attributes of the larger population. However, Jansen (2010) distinguishes between quantitative survey and qualitative survey. Qualitative survey concerns itself with determining the diversity of some topics of interest within a given population, whereas quantitative survey mostly focuses on the breath of a phenomenon (Jansen, 2010). According to Julien (2008), data from a survey research could be solely quantitative, qualitative or a blend of the two, depending on how the data is analysed. Qualitative approach to survey was used by Plew, 2011 and
Avorgah, 2013.
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3.2 Research Design
This study employs descriptive survey. According to Wimmer and Dominic (2000), there are two types of survey: descriptive and analytical surveys. A descriptive survey is interested in discovering the existing state of the phenomenon under study whiles an analytical survey is interested in explaining why situations exist (Wimmer &
Dominic, 2000).
Similarly, Aggarwal (2008) observes thatdescriptive research is devoted to the gathering of information about prevailing conditions or situations for the purpose of description and interpretation. This type of research method is not simply amassing and tabulating facts but includes proper interpretation, comparisons, identification of trends and relationships.
This study employs descriptive survey as it is interested in describing the radio listening habits of the Agona Swedru business community and identifying the variations thereof or otherwise. Survey appears more appropriate for this study because it offers the flexibility to derive qualitative data from otherwise a quantitative design, thus providing more depth.
The probable weakness of survey research identified by Babbie (2009), is not overlooked. According to Babbie (2009), a major weakness of survey research could be the tendency to produce biased results due to improper wording or arrangement of questionnaire items within the questionnaire. Hence, questionnaire for the study was checked against such lapses through proper pilot-testing.
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3.3 Scope
The study will be limited to shopkeepers of the Agona Swedru Business Community who are either shop owners or sales persons.
3.4 Population
Wimmer & Dominic (2000) define population of a study as a group or class of objects, subjects, or units. In the same vein, Best and Kahn (2007) define population as any group of individuals who have one or more characteristics in common that are of interest to the researcher. The population may be all the individuals of a particular type or a more restricted part of that group. The target population for this study is unknown; however, Zikmund (2003) distinguishes between a population and a target population. A population refers to the entire group of homogeneous entities from which the target population is drawn. This means that elements in a target population belong to the population. Sometimes in addition to possessing the characteristics of the population, members of a target population may possess other features relevant to the study‟s objectives. This means that any shop-keeper included in this study possesses the characteristics of the Swedru Business Community.
3.5 Sample and Sampling Techniques
Salaria (2012) defines sample as a group chosen from a larger population with the aim of yielding information about this population as a whole. Kerlinger, Curry, Hasch, and
Guarnaccia (2007) describe sampling as taking any portion of a population or universe as representative of that population or universe. According to Palys (2008), the objectives of a research determine the type of sampling that should be employed.
The sampling technique that will be used in this research is purposive sampling.
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Purposive sampling is a type of non-probability sampling technique which does not allow for the determination of a sampling error (Kumekpor, 2002). In addition, a purposive sample includes respondents or subjects that are selected for possessing specific characteristics, thereby eliminating those that fail to meet the criteria
(Wimmer & Dominic, 2000).
The use of purposive sampling becomes a series of strategic choices about whom, where, and how to do the research. Out of the ten basic types of purposive sampling described by Palys (2008), Criterion Sampling involves searching for cases or individuals who meet a certain criterion, for example, that they have a certain disease or have had a particular life experience. Therefore, the sample and sampling technique that will be employed in this research is the Criterion type of Purposive Sampling
(Palys, 2008). The sample size for this study will be hundred (100) shop keepers of the Agona Swedru business community who are either shop owners or sales attendants. This distinction becomes necessary because media needs of sales attendants could be different from shop owners who have decision-making responsibility in the daily running of the business. Decision-making responsibility may include determining which stock products to procure and of what amount or quantity to be bought. This decision-making role could rely heavily on information about the stock market, purchase and demand trends, government policy and regulations. Therefore, the radio listening habits of both shop owners and sales attendants was investigated in this study.
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3.6 Sources of Data
The study made used of both primary data and secondary data. The primary data were obtained from the respondents through the use of questionnaires. Secondary data from research articles, books, government bulletins and reports were used in micro level analysis. Observations of the workplace environment and radio listenership, as well as conference papers on the subject matter were also used.
3.7 Data Collection Instrument
The study employed survey questionnaire as the instrument of data collection. The questionnaire made of mainly close-ended. Some open-ended questionnaire items were however included. Close-ended items made the questionnaire more appropriate because of their ability to elicit straight forward and precise responses that save time and also made analysis easier. Open-ended items, are effective in eliciting further responses that help to clarify an issue. Employing the two variants of questionnaire items produced data that compensated for the weaknesses of either type. The questionnaire was in English and consisted of items that identified demographics of respondents. The expected demographics included age, gender, level of education and occupation. This helped the researcher to determine how these demographics influenced respondents‟ radio listening habits. The remaining part of the questionnaire constituted the general and actual research items that asked respondents‟ reasons and gratifications sought from workplace radio listenership; programme preferences and time of radio listing; choice of radio listening devices and favourite radio station.
Businessmen were also asked how they participate in radio programmes, and treatment of information from radio.
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3.8 Data Collection Procedure
Based on knowledge and interest, a graduate student was appointed as research assistant at Swedru. The research assistant helped in the mobilization and introduction of the questionnaire to the respondent in the field. One set of questionnaire was used to collect the data. The questionnaire had 18 items including five open-ended questions. A total of 100 questionnaires were administered to the target population and returned with 100% response rate. A major challenge to data collection was time.
On the first day, 50 questionnaires were administered and the remaining 50 were administered the following day.
3.9 Data Analysis
Data analysis was done quantitatively. Data from the field was processed using basic descriptive statistics such as simple frequencies and percentages in analysing the data.
Open-ended items were analysed qualitatively using the three-step process of content analysis proposed by Hsieh and Shannon (2005) and used by Plew (2011) and
Avorgah (2013). The responses of respondents were first read and a list of key words and phrases were made. Key words and phrases that are alike were placed into categories then named using themes that best described them. To achieve reliability, two graduate students, together with the researcher were involved simultaneously in the process. The process however, required an agreement between at least two analysts before a response was placed under a theme. Like any qualitative analysis, direct quotes were also used to offer credibility in the analysis.
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3.10Pre-Testing of Research Instrument
Pretesting helps to discover if a research instrument is adequately designed (Wimmer and Dominic, 2000). Pre-testing thus ensures the validity and reliability of the instrument used in data collection. According to Wimmer and Dominic(2000), the type of respondents used for pre-testing should necessarily be similar in characteristics to the target population for the main study. The instrument was pre- tested for internal validity. A valid instrument measures what it is supposed to measure (Wimmer & Dominic, 2000). Two rounds of pre-testing were carried out.
The first pre-testing was carried out at Winneba Junction and included ten businessmen. Winneba Junction was purposively chosen because it offered the researcher some proximity and ease of access to respondents. The initial pre-testing discovered that respondents reasons for radio listening differed from the gratifications they derived from listening. Hence, there was the need to have separate questionnaire items for reasons for radio listening and gratifications of radio listening.
A second pre-testing was necessary in finding out if the corrections made to the questionnaire had improved the validity of the questionnaire, thereby making it a better measure for the research questions. Anyaa Market, Accra was also purposively chosen for the second pre-testing. A total of 20 respondents were drawn from the
Anyaa Business Community. To encourage response rate, proper introductory note was given in order to make respondents feel at home and respond to the questionnaires items more personally. Indeed, the open-ended questionnaire items were better responded to than in the first pre-testing.
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3.11 Reliability and Validity of the Study
All research works must be valid and reliable. The validity of qualitative and quantitative studies however differs. In quantitative study, Validity is when the research is able to measure what it set out to measure, but in qualitative study, validity is measured in the analysis and interpretation of results (Thagaard, 2003; Asante
Nkansah, 2013). This means that the research has to ensure the interpretations are valid by ensuring they are critical of their assessments and avoid prejudice. Because this study employs qualitative survey approach validity was ensured in precision and proper interpretation of results. First, there was a pilot testing of research questionnaires at the Winneba Junction and Anyaa Market. Again, a full pilot study was conducted and presented to an academic panel. It was presented twice at the department of communication and media studies‟ weekly seminar. Recommendations and corrections have been incorporated in this study.
Reliability in research refers to the stability, accuracy and precision of measurement to indicate that the research was conducted in a trustworthy way. Reliability was ensured in this study through the following ways (Asante-Nkansah, 2013). First, the researcher ensured that majority of works cited are those from internationally recognised journals, universities and textbooks. Though some websites were consulted, knowledge from there was cross-checked with other sources. Also, theories that were used were also referred from the primary source that propounded them.
Again, in the purposive sampling, the researcher included all members of the business community who listened to radio at the workplace.
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3.12 Chapter Summary
This chapter discussed the methodology employed in the study. These include; research approach, research design, population, the sample and sampling procedures, sources of data, research instruments, pilot testing, and the data analysis procedure.
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CHAPTER FOUR
ANALYSIS AND FINDINGS
4.0 Introduction
This chapter deals with the presentation, discussion and analysis of data. It describes the characteristics of respondents that were used in the study. The study sampled 100 respondents made up of 50 males and 50 females of the Agona Swedru Business
Community. In order to authenticate responses, first, issues such as age, gender, level of education and business role of respondents were analysed to provide the needed demographic background for the study.
Below are the research questions that guided the data collection and analysis:
1. Which radio stations and programmes do the Swedru Business Community listen to?
2. How does the business community of Swedru listen to radio?
3. What sort of gratifications do the Swedru business community derive from radio?
DEMOGRAPHIC CHARACTERISTICS OF RESPONDENTS
4.1 Age of respondents
Table 1: Age Distribution of Respondents
Age Frequency Percentage below 18 years 4 4% 18-30 years 22 22% 31-40 years 38 38% 41-50 years 19 19% 51-60 years 11 11% above 60 years 6 6% Total 100 100%
Source: Fieldwork by author January, 2015
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Table 1 above shows the percentage distribution of the age group of respondents. The age distribution of respondents ranged from below 18 and above 60 years. The highest age group among the respondents was 31 – 40 covering 38% of the entire study population. The lowest age group was the“below 18 years” representing 4 percent of the study population.
4.2 Gender and Level of Education of Respondents
Table 2:Gender and Level of Education of Respondents
GENDER
Male Female
Level of Education Frequency Percentage Frequency Percentage
Basic 20 20% 28 28%
Secondary 22 22% 10 10%
Tertiary 8 8% 6 6%
Never been to school - 0 6 6%
Total 50 50% 50 50%
Source: Fieldwork by author January, 2015
Table 2 above shows the gender and level of education of respondents. Out of the 100 respondents, 50, representing 50 percent, were males with the remaining 50, representing 50 percent being females. The data collected also revealed that majority of the respondents had, at least, Junior High School Certificate. Only 6% (all females) of the respondents had never been to school while 94% had some form of formal education.
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4.3 Occupation of Respondents
Occupation in this regard represents the specific roles that workers within the business community play, whether as shop attendant or a shop owner who doubles as shop attendant. Out of the 100 respondents, 64, representing 64%, had decision-making role concerning the businesses that they managed, while the remaining 36, representing 36% were merely shop attendants with no decision making role.This decision responsibility may include determining when stock products are purchased, which stock products to purchase, sale prices among others.
RESEARCH QUESTION 1:
WHICH RADIO STATIONS AND PROGRAMMES DO THE SWEDRU BUSINESS
COMMUNITY LISTEN TO?
In order to answer research question 1, the researcher measured factors such as respondents‟ most preferred radio station, most preferred radio programme,number of radio stations listened to in a day, andtime of day and programme listened to. Two items (one closed-ended and one open-ended) were used to measure this objective in the questionnaire. In each of the factors measured, analysis and discussions of the closed-ended item is followed by discussions of the open-ended item used to measure the perspective.
4.4 Most Preferred Radio Stations
Two items (one closed-ended and one open-ended) were used to measure this perspective in the questionnaire. The closed-ended item identified the top-six most preferred radio stations as follows;Peace FM, Adom FM,Golden Star FM, Joy FM,
Asempa FM and Kantika FM.
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Figure 1:Most Preferred Radio Stations
Source: Fieldwork by author January, 2015
Figure 1 above shows the distribution of respondentsfavourite radio stations.
According to the data collected, respondents had different preferences with regard to favourite radio stations. Peace FM was slightly preferred over Adom FM by 37 percent and 31 percent respectively. 8 percent of respondents opted for Golden Star
FM, while 7 percent preferred Joy FM. Respondents who preferred Asempa FM constituted 6 percent. Another 5 percent preferred Kantika FM, while the remaining 6 percent preferred other radio stations such as Obrempong FM, Muntie FM, and GBC
Unique FM.These findings support the argument byAng (1995) that any one (radio) medium cannot appease audiences with different tastes, but it can only cater for a particular demographic sect of the audience at any given time.
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Three themes emerged from the open-ended questions that asked respondents why they preferred theirfavourite radio stations. These include; “well/better organized programmes”, “reliability and accuracy” and “time scheduleof programme”.
4.5 Table 3: Why Do You Prefer Your Favourite Radio Station
Code Theme Frequency Percentage
01 Well/better organized programmes 54 54%
02 Reliability and accuracy 30 30%
03 Time scheduleof programme 16 16%
Total 100 100%
Fieldwork by author January, 2015
1. Well/better organized programmes: This theme was for responses that sought to argue that radio programmes of Peace FM andAdom FM are better organized and presented in a more interesting manner. Respondents suggested that there is more creativity and innovation in the manner in which journalists in these two radio stations
(Peace FM andAdom FM) carry out their journalistic work. For instance, one of the respondents wrote that “I enjoy Adom FM news more because of the jokes included in the reading of the news”. This means that there is innovative diversity in the manner in which radio news is presented, and this has attracted and kept a listener glued to the station. Certainly, good training and professionalism are key requirements.
2. Reliability and accuracywas coded to include responses that suggest trustworthiness of media source. According to the respondents, their favourite radio station could be better trusted in terms of news, general information and surprisingly even commercials. This assertion is in line with the observation ofAudience Scapes
(2009) thatradio broadcasts are widely trusted as news and information sources.Some
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businessmen grappled over the seeming deception currently going on in other radio sources and cited “banking fraud, quack herbalists, commercials are not trueand fake pastors”. Frequently planting hoax in the media has particularly been identified to have wade-off some listeners from some radio stations. One respondent indicated that he stopped listening to a particular radio station because a fraudulent banker has used their radio (platform) to defraud him of his savings in the name of giving them soft loans. Another respondent described how she was duped by an alleged powerful herbalist she came into contact with through a radio platform. Though it is not the duty of radio station determine the truth or falsity of a commercial aired through its platform, any form of deceit or misinformation appears to haunt the cooperate image and hence listenership of that particular radio station.
3. Time schedule of programme: This theme included responses of listening to their favourite radio station because time schedule of programmes fits into their free periods where they could listen conveniently.For instance, a response read “I listen to radio only during lunch break, and that time is Peace FMmid-day news”. For such respondents,it is only radio programmes which appeal to them during their free-time that determines their favourite radio station.
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4.6Respondents Most Preferred Radio Programmes
One closed-ended item was used to measure this view in the questionnaire.
Figure2.Programme Preference
6% News and current 6% affairs
Sports 15% Music
56% Religious programmes
17% Others
Source: Fieldwork by author January, 2015
According to the data collected, respondents had different preferences with regards to radio programmes. News and current-affairs-based programmes were preferred by a majority of 56 percent of listeners as compared to 17 percent of listeners who preferred sports while 15 percent opted for music-based programmes. Religious programmes were also preferred by 6 percent of listeners while another 6 percent preferred other programmes such as relationship and lifestyle based talkshows and health related programmes where herbal practitioners market their products.
Hiebert (1988) notes that radio listening habits are personal. Clearly, programme preferences of businessmen appear to be personal and this has accounted for the variations in their choice of favourite radio programmes. The alternative themes used in the close-ended items are described below:
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News and Current-Affairs-Based Programmes: News as coded in this theme includes general news broadcast at 6 o‟clock in the morning, 12 noon and 6 o‟clock in the evening. News in this case consists mainly of events happening in Ghana (local) and outside Ghana (international), and information in general. Current-Affairs-Based
Programmes as coded in this theme refers chiefly to interviews or panel discussion shows on current topical issues making the headlines in media, be it local or international. These programmes generally give information and update on current topical issues to the audience. Suchprogrammesusually have news makers, experts, analysts and informed commentators as panelists. News and Current-Affairs-Based
Programmes are the most preferred radio programmes(56%) among members of the
AgonaSwedruBusiness Community. Respondents noted thatprogrammes in this category are generally informative and gratify their quest for business news.It appears there is popular demand for this particular programme.
Sports: This theme included all sporting related radio programmes. This programme involvestit-bits of sports news in Ghana and around the world, analysis of soccer matches and athletic competitions, discussions about recent developments in sports and sports administration, and player information. Such programmes may involve contributions from listeners through a call-in section and predictions of upcoming sports competitions. Sportsis the second most preferred radio programmeamong members of the AgonaSwedruBusiness Community. Football in particular, is known to appeal to a large number of Ghanaians.
Music: Music was coded to include all forms of music listened to on radio. These may include jazz, pop, gospel, high-life, country, reggae, and hip-life music. Music is the third most preferred radio programmeamong members of the AgonaSwedru
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business community. According to respondents, some satisfactions of such programmes include companionship and morale boosting when at work.
Religious Programmes: These involve programmes that border on religion and belief. They include teachings by Islamic schorlars, Christian preachers and pastors and time with spiritualists, traditional priests and native doctors. At times, programme presenters may constitute a panel of three religious practitioners with representation from Islamic, Christian and Traditional religions. Some frequently cited reasons for patronising religious programmesinclude spiritual upliftment and gaining insight into the physical world and the spirit world.
Others: Responses of 6 percent of businessmen and businesswomen who fell in this theme of „Others‟ indicated preference of programmes such as relationship and lifestyle-based talk shows and health related programmes where herbal practitioners market their products. Some gratifications of such programmesas identified by respondents are general education and acquisition of information.
4.7 Number of radio stations listened to in a day
One closed-ended item was used to measure this factor in the questionnaire
Table 4: Number of Radio Stations Listened to in a Day
Code Number of Stations Frequency Percentage
1 One radio station 0 0%
2 Two radio stations 63 63%
3 More than two radio stations 37 37%
Total 100 100%
Source: Fieldwork by author January, 2015
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Table 4above shows the number of radio stations that respondents listen to in a day.
The distribution indicates that all the respondents (100%) listened to more than one radio station in a day. Respondents who listened to two radio stations in a constitute
63 percent while the remaining 37 percent zip-zap across at least more than two radio stations in day.
One radio station: This code in the table indicates that there is no respondent who listens to exactly one radio station in day.
Two radio stations: Findings as captured in the table shows that 63 percent of the respondents listen to exactly two radio stations in a day, simply changing the dial or frequency on their radio sets from time to time to catch their preferred programmes.
More than two radio stations: Thestudy showed that 37 percent of the respondents listen to more than two radio stations in a day. This means that some of the respondents who fell in this category listen to three or five radio stations in a day.
4.8 Time of day andRadio Programmeslistened to
According to Vivian (1997), more people listened to morning news on radio than from any other medium.The study results show that all the respondents (100%) listened to the same type of programmes in the morning thus, News, Morning
Magazine Shows and Discussions, butprogramme taste varies slightly in the afternoons. In the afternoons, 10 percent of the respondents seek sports and music as compared with the majority of 90 percent whopreferred religious programmes and panel discussions.
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RESEARCH QUESTION 2:
HOW DO MEMBERS OF THE SWEDRU BUSINESS COMMUNITY LISTEN TO
RADIO?
The study measured factors such as respondents‟radio listening devices,loudness level of radio set, means of participation in radio programmes andperiod of workplace radio listening.
4.9Radio Listening Devices
Two items (one closed-ended and one open-ended) were used to measure this perspective in the questionnaire. The closed-ended item identified the top-four mostpreferred radio listening device as follows; Radio Set, Mobile Phone, Satellite receiver, and Computer / Tablet.
Table 5:Devices used to listen to radio
DEVICE FREQUENCY PERCENTAGE
Radio Set 68 68%
Mobile Phone 12 12%
Satellite receiver (Multi-Media) 16 16%
Computer / Tablet 4 4%
Total 100 100%
Fieldwork by author January, 2015
Table 5 above shows the distribution of devices used to listen to radio. The research found that 68 respondents, constituting 68 percent, mostly preferred listening to radio using traditional radio sets, while 16 percent preferred using satellite receivers.
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Respondents who use tablet computers added up to 4, while 12 respondents use mobile phones to listen to radio.
A qualitative content analysis of the question “why do you prefer your favourite radio listening device” produced three themes. These are, “because of the nature of my work”, „cost involved” and “easier to operate”.
4.10 Table 6:Why Do You Prefer Your Favourite Radio Listening Device?
Code Theme Frequency Percentage
01 Because of the nature of my work 54 54%
02 Cost 30 30%
03 Easier to operate 16 16%
Total 100 100%
Fieldwork by author January, 2015
1. Because of the nature of my work: This theme was coded to include responses that sought to argue that due to the sedentary nature of shop-keeping in Swedru, it was more reasonable to use a radio set instead of a mobile phone or computer. Majority of businessmen and businesswomen report at work about 6 o‟clock in the morning and sit behind their counters in shops till closing at about 7 o‟clock in the evening.
According to the responses that fell in this category, there is little or no movement when they report at work, hence the immobile nature of radio sets does not impede their usage.
2. The Cost theme was for responses that sought to suggest that the cost of other radio listening devices such as tablets, satellite receivers, and computers as well as amount of money involved in maintaining them discourage their usage. For instance, some 66
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satellite decoders such as the DSTV require monthly subscription which could pose a challenge to low income earners. Similarly, internet radio listenership via tablet or computer requires internet connectivity which has financial cost and may pose a challenge. This finding of the study confirms the argument bySy (1994) that what makes the radio medium unique from other media includes its accessibility, in terms of cost.
3. Easier to operate included responses that reported simplicity in the usage of traditional radio sets. It also involved factors such as fear of technological devices due to inability to manipulate, as well as health concerns with the over using of headphones which discouraged them from using devices such as tablets.
4.11 Loudness of Radio Set
One closed-ended item was used to measure this issue
Table 7:Loudness of Radio
Loudness Frequency Percentage
Over an external loud speaker 23 23%
Only to the hearing of respondent 65 65%
Over an ear-piece / headphone 12 12%
Total 100 100%
Fieldwork by author January, 2015
Table 7above indicates the loudness level of radio set to which respondents listened to. The distribution shows that majority of respondents (65%) listened to radio which is loud enough only to the hearing of the user. Another 23 percent listened over
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external loud speakers, while 12 percent of respondents who listen to radio via mobile use ear-piece or headsets.
4.12How Respondents Participate in Radio Programmes
One closed-ended item was used to measure this activity in the questionnaire
Table 8: How Respondents Participate in Radio Programmes
Means of Participation Frequency Percentage
Call-in 9 9%
Text message 21 21%
Twitter 3 3%
Facebook comments 5 5%
No participation 62 62%
Total 100 100%
Source: Fieldwork by author January, 2015
Table 8 above shows the level of respondents‟ participation in radio programmes and reveals that majority of respondents (62 percent) do not participate in radio programmes that they listened to. However, out of the 38 percent who get involved, majority 21 percent do so through text messages, while the remaining 9 percent participate by way of phone calls. Audience participation in radio programmes is vital in building listenership and level of penetration. Bohn (1991) identifies “call-in segments”as one of the ways by which radio presenters try to establish relationships with audiences in order to achieve a radio stations‟ selective programming andto develop audiences‟ sense of involvement.
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4.13 Period of Workplace Radio Listening
One closed-ended item was used to measure this factor in the respondent
Table 9: Period of Workplace Radio Listening
Period Frequency Percentage
Throughout The Day 81 81%
During Lunch Break Only 6 6%
During News Time Only 11 11%
In A Vehicle When Doing Business Rounds 2 2%
Total 100 100%
Source: Fieldwork by author June, 2015
Table 9above indicates that majority of respondents (81 percent) listen to radio throughout the day. In all only 19 percent of the respondents do not listen to radio throughout the day. Out of this 19 percent, 11 percent listened during news time, 6 percent listened only during lunch break, while the remaining 2 percent listened in a vehicle when doing business rounds in town. The number of respondents who listened to radio throughout the day affirms the assertion by Schultz (2005) thatradio in today‟s environment has become a background medium.
RESEARCH QUESTION 3:
WHAT ARE THE GRATIFICATIONS OF WORKPLACE RADIO LISTENING
To answer research question 3, the study measured factors such as respondents‟reasons for choice of programme, actual gratification derived from radio listening and how respondents treat information from radio.Two items (one closed- ended and one open-ended) were used to measure this objective in the questionnaire.
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4.14 Reasons for Workplace Radio Listening
Two items (one closed-ended and one open-ended) were used to explore the perspectives of respondents. It was found that the top-four reasons were: Source of
Information, Music and Entertainment, Source of Education and Companionship.
Figure 3: Reasons for Radio Listening
8% 3% Source of information 19%
Music and entertainment
71% Source of education
Companionship
Source: Fieldwork by author June, 2015
Figure 3 above indicates respondents‟ reasons behind radio listening and shows that
71 percent of the respondents listened to radio as a source of information, 19 percent for music and entertainment, while 8 percent as source of education. Only (3%) used radio as companion to while away time without any specific motive.The second highest reason for radio listenership was for “music and entertainment” and ties in with the findings ofWorkplace Doctors (2004) who observe that music on radio in particular is a significant contributor to the enhancement of work performance and efficiency.
A qualitative content analysis of the open-ended item which read, “any other reason why you listen to radio at the workplace?” yielded three themes. The three themes included, “event monitoring”, “diversion”, “social utility”.
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4.15 Table 10: Other Reasons for Radio Listening
Code Theme Frequency Percentage
01 Event Monitoring 68 68%
02 Diversion 13 13%
03 Social Utility 19 19%
Total 100 100%
Fieldwork by author January, 2015
1. Event Monitoring: This theme was coded to include conscious zip-zapping across several radio stations in order to get the latest updates on breaking news or a news item making the headlines in recent time. These issues may not be necessarily business related but social and sporting issues. Some indicators of this theme as written by respondents include; “I want more information, I will hear a lot, know dollar rate”. Also, “I open Oman FM, I turn to Hot FM, I go to Kantinka FM”. These revelations appear to confirm the position of the Uses and Gratification theory that people use the media to their advantage than the media uses them. The theory seems to aptly hold for radio listening habits among the AgonaSwedruBusiness Community.
Respondents actively select programmes that gratify their specific needs, because all the respondents (100%) zip-zap across at least two radio stations in a day.This finding ties in with the Uses and Gratifications theory ofKatz, Blumlerand Gurevitch(1974) which holds the notion that people use the media to their benefit.
2. Diversion: This themeincluded responses that reported withdrawal from others such as “trying to ignore disturbing customers”, and “avoid getting involved in political arguments with friends”.This finding of the research appears to coincidewith
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the observation of Wilson (1993) that during the period of the great depression, many people „escaped‟ their troubles by listening to radio.
3. Social Utility theme was for responses that sought to indicate radio listening was done in order to get topics for discussion with their friends and colleagues. Some respondents wrote, “I listen to know more so I can also speak with my friends.”Thisfinding corresponds to Social utility as identified by Dominick (2003).
4.16 Gratification derived from radio listening
Again, two items were used to measure this perspective of respondents. It was realised that the top-four gratifications were: Monitor Business News and Events,
Entertainment, To Be Current and Social Utility.
Figure4: Gratification Derived from Radio Listening
80
70
60
50
40
30
20
10
0 Monitor business news Entertainment To be current Social utility and events
Source: Fieldwork by author June, 2015
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In terms of gratifications derived from listening to radio, 72 percent of residents said they listened to radio to monitor business news and events around them, with another
18 percent listening to entertain themselves, while 7 percent listened to be current.
Interestingly, 3 percent were gratified with social utility in order to get topics for discussion with their colleagues. This finding corresponds to the observation of Bohn
(1991) which indicates that radio listening habits vary, and radio stations undertake selective programming to satisfy individual needs within a relatively homogeneous group.The gratifications of monitoring business news and events among the business community tiesin with the assertion of the Dependency Theory of DeFleur and Ball-
Rokeach(1976). The theory postulatesthat society in general tends to depend on the media for its „outside‟ resources and demand. To a very large extent, the Dependency
Theory applies with regard to this finding since respondents (72%) listen to radio content which involves the politics of business such as; exchange rates, stock market and general business news in order to improve their work. Therefore, it is conspicuously observable that business-based radio programmes are in massive demand among the business community.
Two themes were discovered from the open-ended item which asked businessmen about “other gratifications of workplace radio listenership”.
4.17Table 11: Other Gratification derived from radio listening
Code Theme Frequency Percentage
01 Education 58 58%
02 Morale Boosting 17 17%
Total 75 75%
Source: Fieldwork by author January, 2015
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1. Education: This theme was coded to include responses which indicate listening to programme such as riddles and proverbs of Twi language, and Everyday English radio programme. It also involves listening to public education on health, agriculture and business. Respondents who patronise such programmes indicate enlightenment as primary benefit of such radio shows.
2. The Morale Boosting was for responses that reported listening to “motivational talks, speeches, quotations and bible teachings”. Some respondents indicate empowerment, morale and spiritual up-liftment from such radio programmes. This gratification confirms the findings of Arbitron Incorporated (2004) that radio listening is more likely to be motivated by emotional needs such as to raise one‟s spirits and relieve boredom.
4.18 How respondents treat information from radio
One close-ended item was used to measure this perspective
Figure 5: How Respondents Relate to Radio
22% Make decisions concerning their businesses
Make daily life decisions
78%
Source: Fieldwork by author June, 2015
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Figure 5above indicates how respondents relate to information derived from radio listening and shows that 78 percent of the respondents use information from radio to make decisions concerning their businesses, while 22 percent utilize the information to make daily life decisions.“Make daily life decisions” as used in this context referred to the general media usages that are not directly tied to the politics of business entrepreneurship such as; currency exchange rate, increment in the prices of stock products, new government regulations, news, economic trends, and business education.
4.19 Chapter Summary
This chapter presented the findings made by the study regarding the workplace radio listening habits of Agona Swedru Business Community. The study reveals that all members of the respondents listened to more than one radio station in a day, and seeking information was the major purpose of radio listening among the business community.
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CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.0 Introduction
This chapter presents the summary of major findings, conclusion and recommendations based on this research. The study examined the radio listening habits of Agona Swedru Business Community.
The study investigated workplace radio listening habits of Agona Swedru Business
Community, especially with regard to listeners‟ programme preferences, gratifications derived and mode of listening to radio. With regard to the gratifications of listening to radio, the study examined how information from radio helps respondents to run their businesses. It was aimed at assessing the extent to which radio supports the business needs of members of Agona Swedru Business Community. Other issues such as „most preferred radio station‟, „period of radio listening‟, „listening device and loudness of radio‟, and „mode of participation in radio programmes‟ were also looked at.
This chapter therefore summarises the findings made by the study. It contextualizes the study within the limitations imposed upon it; proffers recommendations to parties with interest in radio business and radio broadcasting in Ghana and serves as guide to further study on the relationship between radio broadcasting and small-scale businesses.
5.1 Summary of Key Findings
Three research questions guided the conduct of the study. Research question 1 explored the radio stations and programmes members of the business community listened to. The study revealed that all the respondents (100%) listen to more than one
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radio station in a day. Some of the respondents (37%) zip-zap across more than two radio stations in a day, mainly monitoring breaking news, and to catch their favouriteprogrammes.
The study discovered that respondents‟ role (whether shop attendant or shop owner) influenced their reasons for radio listening and hence their programme preference.
Shop attendants with no decision-making roles seek less business-based programmes whiles all shop owners with managerial roles actively seek business programmes.
This finding confirms the observation of Werbe (1970) that occupational domains influence the type of radio programmes people listen. News and current-affairs-based programmes were preferred by majority of the respondents.
In terms of „most preferred radio station‟, majority of respondents (37%) chose Peace
FM slightly above Adom FM (31%). Respondents perceive their (Peace FM and
Adom FM) programmes to be better organised and interesting. A common feature of these radio stations is their use of the local languages (Twi) for all programmes. Out of the three-Swedru-based radio stations, Golden Star FM (8%) was most preferred ahead of Obrempong FM (5%) and Kantinka FM (3%) respectively.
Morning magazine programmes aired between the hours of 6 AM and 10 AM is peak- time of radio listening among members of the Business Community with (100%) active listenership. Most respondents (91%) listen to radio stations which use local language (Twi) as the medium of communication as compared with respondents (9%) who opt for radio stations which broadcast in English Language. This revelation confirms the claim by Vivian (1997) that more people listened to morning news on radio than from any other medium.
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Research Question 2 intended to investigate how the business community of Swedru listen to radio. Findings in respect of Research Question 2 indicate that majority of the respondents (68%) preferred listening via the traditional radio set, largely because of the immobile nature of their work. There is minimal use of advanced devices such as car stereos, mp3 players, tablet computers, mobile phones, satellite receivers and computers. Respondents who listened to online radio via tablet computers represented a very small proportion of the entire study population.
Research Question 3 sought to examine gratifications members of the Business
Community derived from radio listening. The study revealed that the fundamental purpose of radio listening among the respondents (71%) was to gain information in order to make good business decisions. In terms of gratifications derived from listening to radio, 72 percent of respondents said they listened to radio to monitor business news and events around them.
5.2 Limitation
Time and resource constraints influenced the scope and the choice of sampling technique. The use of purposive sampling therefore limits the external validity of the study. The qualitative nature of the study means generalizations could not be made to all business communities in Ghana. Further research is needed to validate workplace radio listenership among business communities in Ghana. The study was however valid for the sample under investigation.
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5.3 Conclusion
The following conclusions were also drawn from the findings of the study:
Workplace radio listenership among the Agona Swedru Business Community is active; and business news and information are the main gratifications sought and gained. The research found that majority of respondents listen to radio for purposes of seeking information in order to make business decisions, while others listened to radio for the purposes of education and entertainment. This finding confirms the Uses and
Gratifications Theory of Katz, Blumler and Gurevitch(1974). The theory holds that people use the media to their benefit. Information via radio comes in the form of news, morning magazine shows, discussion and current affairs programmes. This finding thus contradicts the view held by some people that radio listening at the workplace could impede businesses. The finding confirms the argument by Vivian
(1997)that radio is everywhere and the claim by Howard and Kievman (1993) that radio has emerged strongly in offices.
Respondents derive different gratifications from listening to radio; and this gratification seems to have influenced the type of radio programme they (respondents) listened to. Asked about the gratification they derived most from radio listening, majority of respondents said they did so to monitor business news and events
(surveillance) in order to make business decisions. These gratifications tie in with that of social utility, as identified by Dominick (2003). The finding also supports the assertion of Ugboajah (1984) that radio audiences reject some programmes whose message does not suit them. Respondents also listened to radio mostly throughout the day. Programmes most preferred by respondents included news and morning magazine programmes.
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Frequent accurate breaking news from a particular radio station had the potential to increase listenership among the business community. However, regularly planting deceit in the media wade-off listeners from some radio stations. Respondents resent quark herbal doctors, fraudulent banks, business swindlers and false commercials and advertisements.Little wonder Fischoff (1996) observes that the expertise with which a media source transmits information and the kind of information they transmit do have some influence on a source's perceived credibility.
Though radio serves the role of background medium, the study reveals that majority of the respondents listen to radio at their workplaces for reasons of information rather than mere companionship. Respondents usually listen to radio more consciously while performing their normal occupational duties. This finding supports the observation of
Karikari (1994) that radio serves as an avenue through which information that is necessary for human existence and social interaction is transmitted. To a large extent, this affirms Dependency Theory of DeFleur and Ball-Rokeach(1976). The theory states that society becomes dependent on the media for its „outside‟ resources, and in this case business news and information.
Though radio listening through mobile phones seems to be gaining traction in recent times, it is not a common feature among members of the Swedru Business
Community. Majority of the respondents listen to radio on traditional radio sets and only a few (12%) listen via mobile phones.
There is a quest for radio programmes exclusively aimed at local small scale businesses. Nunley (2014) and Cuddeford (2002) also identified this demand among the business communities studied in USA and Ughanda respectively.
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5.4 Recommendations The researcher finds it expedient from the finding of the research to recommend the following strategies to help make radio more relevant to members of the Swedru
Business Community and ensure effectiveness of radio in general.
All morning magazine shows must have special business segment because morning radio listenership among majority of businessmen seem to be driven by quest for business news.
Morning news and magazine programmes aired between the hours of 6 AM and 10
AM are listened to by all members of the business community in unison. It is therefore recommended that organisations and institutions seeking to reach out to the community especially for the purposes of advertisements and others could do so during this period.
Again, it is strongly recommended that radio stations should employ at least a number of (trained) professional journalists in order to uphold journalistic ethics and standards to an appreciable level. Radio managers should make it a point to assist staff with low educational background through distance education or in-service-training to enhance their knowledge in standard journalistic practice. It has been attested by some respondents that some local-radio practitioners were merely senior high school leavers with little or no journalistic training.
Also, Radio stations must avoid hype and deceit in commercials and advertisements because audiences resent such utterances.
With all the numerous small-scale businesses expanding their frontiers and gaining traction, innovative businessmen in Agona Swedru must begin to go beyond merely monitoring business news, exchange rates, supply and demand trends on radio and go into relationship marketing. Swedru has three radio stations which could be exploited
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by businessmen to enhance and promote their businesses better than the seemingly over-used mantra of commercials and advertisements.
Moreover, on the basis of popular demand (72% of respondents), I recommend an exclusive Business Radio Programme organised by a Swedru-based radio station for local Small and Medium scale Enterprise (SME) Owners and decision makers,
Entrepreneurs, and service providers. The programme could discuss and address some of the fundamental issues affecting local SMEs and offering practical solutions from business experts and listeners. Topics such as business start-ups challenges, customer management, and workplace issues could be tabled through an interactive platform using airtime, phone-in and social media. The prorgamme should provide an opportunity for businesses to come on the show and talk about their products and services to the target audience. Such a programme could inform listeners on what is happening in the world of business and help businessmen and women to know what is trending in the business world.
5.5 Suggestion for future research There is need for a study that assesses the content of commercials and their reception levels among the audiences.
5.6 Chapter Summary
This chapter concludes the study on the topic: Radio Listening Habits at the
Workplace: A Study of Agona Swedru Business Community. It recalled the questions that guided the study and summarized the findings thereof. The challenges that confronted the study were also highlighted. In addition, some recommendations were made to guide future studies as well as stakeholders in business and radio broadcasting.
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Julien, H. (2008). "Survey Research." in SAGE Encyclopedia of Qualitative Research Methods, ed., Lisa Given, 846-848. Los Angeles, CA: Sage
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APPENDIX I UNIVERSITY OF EDUCATION, WINNEBA
DEPARTMENT OF COMMUNICATION AND MEDIA STUDIES
QUESTIONNAIRE ON THE RESEARCH TOPIC; RADIO LISTENING
HABITS AT THE WORKPLACE: A STUDY OF AGONA SWEDRU BUSINESS
COMMUNITY.
This questionnaire is aimed at collecting data from the store-keepers, sales attendants, store owners and businessmen of Agona Swedru on their radio listening habits at the workplace. All information provided will be used purely for academic purpose and anonymity of all respondents is assured.
Question for businessmen (Please thick or put the right answer)
1. Age a. below 18 [ ] b. 18-30 [ ] c. 31-40 [ ]
d. 41-50 [ ] e. 51-60 [ ] f. above 60 [ ]
2. Gender a. Male [ ] b. Female [ ]
3. Level of Education a. Basic [ ] b. Secondary [ ] c. Tertiary [ ] e. Never been to school [ ]
4. What is your work (job)? a. Sales attendant / store-keeper [ ]
b. Store-owner / businessman [ ]
5. How will you classify your business? a. small scale [ ]
b. medium scale [ ] c. large scale [ ]
6. Do you listen to the radio at workplace? a. Yes [ ] c. No [ ]
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7. (i) Which radio station do you listen to most? a. Kentinka FM [ ]
b. Golden Star FM [ ] c. Obrempon FM [ ] d. Peace FM, Accra [ ]
e. Adom FM [ ] f. Joy FM [ ] g. Citi FM [ ]
h. GBC Unique FM [ ] i. Radio-Windy Bay [ ]
j. Radio Peace, Winneba [ ] k. Any other, please specify ……...……………
(ii) Why do you prefer your favourite station? ……………………………………..
…………………………………………………………………………………………
8. How many radio stations do you listen to in a day? a. one [ ]
b. two [ ] c. more than two [ ]
9. Which type of radio programme do you prefer most? a. Music [ ]
b. News and current-affairs [ ] c. Religious programmes [ ]
d. Sports [ ] e. Any other, ……………………….…………………
10. (i) Which types of programme do you listen to in the morning? Please tick as many as apply. a. News [ ] b. Morning shows / Newspaper reviews [ ]
c. Panel Discussion [ ] e. Religious programmes [ ]
d. Music [ ] f. Any other, please specify………………………………
(ii) Which types of programme do you listen to in the afternoon? Please tick as many as apply. a. News [ ] b. Panel Discussion [ ] c. Music [ ]
d. Afternoon or Drive-time shows [ ] e. Religious programmes [ ]
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f. Sports programmes [ ] g. Any other, please specify……………………
11. (i) Why do you listen to radio at the workplace? a. Source of Information [ ]
b. For Music and Entertainment [ ] c. For companionship [ ]
d. Source of Education [ ]
(ii) Any other reason why you listen to radio at the workplace? ……………………
……………………………………………………………………………………….…
12. How do you relate to or treat information from radio.
a. To make daily life decisions [ ]
b. To make decisions regarding my work (business) [ ]
13. (i) What is your favourite radio listening device? a. Radio set [ ]
b. Mobile Phone [ ] c. mp3 player [ ] c. Computer [ ]
d. Satellite receiver [ ] e. Car stereo [ ]
(ii) Why do you prefer your favourite radio listening device? ......
………………………………………………………………………………………….
14. How loud do you listen to radio? a. Very loud with an external speaker [ ]
b. Fairly loud only to my hearing [ ] c. over an ear piece or headphone [ ]
15. During which period of work do you listen to radio? a. Only during break [ ]
b. All throughout the day [ ] c. during my favourite show [ ] d. Only in a vehicle when doing business rounds [ ] e. Only news time [ ]
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16. (i) Which gratification do you derive from radio listening? a. Entertainment [ ]
b. Monitor Business News and Events [ ] d. To Be Current [ ]
e. Social Utility [ ]
(ii) Any other gratification of radio listenership? …………………….……………
………………………………………………………………………………………
17. Do you participate in radio programmes? If yes, through which means?
a. Call-in [ ] b. Text messages [ ] c. Twitter [ ]
d. Facebook comments [ ] e. No participation [ ]
18. Which programmes will be more relevant or important to you? Please indicate, if any;……………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………………………………………
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APPENDIX II RADIO LISTENING DEVICES © GOOGLE IMAGES
Traditional Radio Set Mobile Phones Satellite Receiver
Car stereo set Mp3 Player Laptop Computer
Desktop Computer
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