AUDIENCE PERCEPTION AND PARTICIPATION OF PHONE-IN RADIO PROGRAMMES AMONG RESIDENTS IN BENIN: A STUDY OF INDEPENDENT RADIO'S "RUSH HOUR" AND RHYTHM FM'S "AREA PARLIAMENT"

ABSTRACT

The media of Communication have come a long way in informing, educating and entertaining the audience for which the media messages are intended. These functions, the media carry out through different mediums i.e the broadcast or print medium. The radio is the most accessible and most affordable of them, and helps disseminate information by way of interactions and instant feedbacks through their Phone-in programmes. The thrust of this study is to ascertain the level of perception and participation of these Phone-in Radio programmes among the residents of Benin, the Edo State capital. The study was anchored on the Uses and Gratification theory as well as the Consistency (Audience perception) theory. Survey research design was used to generate data that was used to structure the questionnaire in line with the research objectives, with a sample of 100 respondents from the total population. in line with the set objectives of the study with a sample of 100 respondents. The study found out that these programmes are perceived generally in a positive light by respondents and their level of participation relatively high, this is as a result of the positive impact they have made upon the society through thoughtfully planned and executed programmes. The study therefore recommends that Rhythm Fm and Independent Radio, should improve in terms of contents as well as involving stakeholders in conversations to bring about an interaction between the masses as the public servants and to give them a sense of belonging to the decision making processes of issues that concerns them.