AUDIENCE PERCEPTION ON THE ROLE UNITY MUSICAL CONTENT

ABSTRACT

The nation has consistently expressed a desire for national unity, and various means have been employed over time to promote this cause. However, ever since Guglielmo Marconi introduced radio transmission broadcasting through wireless telegraphy in 1895, commercial broadcasting stations have increasingly relied on music to fulfill their primary objectives of providing information, education, and entertainment. Popular radio stations and broadcasters typically focus on different music genres, keeping the songs to three minutes or less, in order to maintain audience attention and prevent listeners from changing the station or turning off the radio. Thus, this research aimed to explore the Nigerian public's perception of the role of unity music in promoting national unity. The investigation utilized a mixed examination method, combining quantitative and qualitative data collected through surveys and document analysis. The interactional theory and development media theory were employed to contextualize the study. The survey findings revealed that while music can indeed contribute to unity advocacy, unity songs do not receive sufficient airplay on Nigerian radios. Consequently, there is a need for On Air Personalities and Disc Jockeys to regularly play unity-themed songs and collaborate with government agencies to encourage local and young artists to produce more music that promotes unity.