INFLUENCE OF ENTREPRENEURSHIP DEVELOPMENT PROGRAMMES OF BRONZE FM

ABSTRACT

The study is on the Influence of Entrepreneurship Development Programmes of Bronze FM on the Undergraduates of University of Benin. It aimed at discovering the extent to which undergraduates of University of Benin are exposed to Bronze FM entrepreneurship development programmes and to ascertain the attitude of the University of Benin undergraduates toward entrepreneurship development programmes. It also sought to determine the influence of the entrepreneurship development programmes of Bronze FM on the undergraduates of University of Benin. The study was conducted on the Social Judgement Theory and the Agenda Setting Theory of Mass Communication. The researcher adopted the survey design method and it was used in gathering the data for the study. The findings revealed that majority of the undergraduates of University of Benin were exposed to Bronze FM entrepreneurship development programmes. It also revealed that the exposure to Bronze FM entrepreneurship development programmes influences the undergraduates of University of Benin to become entrepreneurs as majority of the respondents agreed that the extent to which they have been influenced to become entrepreneurs is high. The researcher therefore concluded that Bronze FM entrepreneurship development programmes influences the choice of undergraduates of the University of Benin to become entrepreneurs. The researcher recommended that as entrepreneurship development programmes have been observed to influence the choice of youths to become entrepreneurs, media houses should pay more attention to the type and content of the entrepreneurship development programmes they air. The researcher also recommended that programme producers and media organizations should harness the power of the radio and consistently use it to cover entrepreneurship development programmes as seen in the coverage of entrepreneurship development programmes by Bronze FM.