RADIO CONSUMPTION PATTERNS AMONG STUDENTS IN OSUN STATE

Abstract

This study explores radio content consumption patterns among students of OsunState University, traditional media platforms such as radio continue to play a vital role indisseminating information, particularly in developing regions like Nigeria. Radio, in particular,remains a significant medium for communication, entertainment, and education, especiallyamong younger demographics such as students. Employing a quantitative research design thatcombines survey and in-depth interview methods. The research instruments, including astructured questionnaire and interview guide, collected both demographic and psychographicdata from respondents. The objectives of the study, were to determine how often students listento the radio and identify the types of programs they prefer, and to explore the locations andtimes students are most likely to listen to the radio, as well as their motivations for doing so.The study addresses four key research questions on listenership frequency, programpreferences, listening contexts, and motivations. Findings indicate that 63% of respondentsfrequently listen to radio, with an additional 18% reporting very frequent listenership. Themajority prefer news, short dramas, and educational programs, though musical andentertainment programs also attract significant interest. In terms of listening context, over halfof the respondents tune in from home, predominantly in the morning and evening hours. Thestudy reveals that students often listen to the radio to stay informed, entertain themselves, andalleviate boredom, citing radio’s accessibility as a major advantage. The uses and gratificationtheory and the reception theory frame these findings, emphasizing that user needs andcontextual influences, such as time and place guide media consumption. The researchconcludes that radio listenership remains high among Uniosun students, despite theproliferation of internet-based media. Students balance their academic schedules and mediaconsumption, tuning in during times that do not conflict with their academic commitments.This highlights the enduring relevance of radio as a medium for information and entertainmentamong university students