ABSTRACT

This study examines the audience perception of Tangsio Fm slogan “Tangsio, o-yo-yo using Ikot Ekpene as the case study. The specific objective among others was to determine perception of the audience regarding the station’s slogan as well as the effectiveness of the radio station slogan; “Tang sio… o-yo-yo”. The study used survey research design method and questionnaire was used as the instrument for data collection. The sample size for the study was three hundred and fifty (350). The findings of this study revealed  that people of Ikot Ekpene Local Government Area are exposed to Tang-sio FM radio, the people of Ikot Ekpene found the Tang-sio FM slogan to be captivating, the people of that local government do listen to the Tang-sio FM slogan “Tangsio… O-yo-yo”, Tang-sio FM slogan “Tang-sio… O-yo-yo is effective as it interest the people of Ikot Ekpene. Thus, it is recommended that Regular feedback from the listening public is essential in order to identify listener’s preferences. The taste of various listeners (youth, men, women, aged etc) should be taken into consideration.

 

TABLE OF CONTENTS

Title Page    –         –         –         –         –         –         –         –         i

Certification –         –         –         –         –         –         –         –         ii

Dedication-  –         –         –         –         –         –         –         –         iii

Acknowledgement-         –         –         –         –         –         –         iv

Abstract       –         –         –         –         –         –         –         –         v

Table of Contents  –         –         –         –         –         –         –         vi

1.0 INTRODUCTION

1.1     Background of Study-     –         –         –         –         –         1

1.2     Statement of Problem-     –         –         –         –         –         4

1.3     Objective of the Study-    –         –         –         –         –         5

1.4     Research Question-          –         –         –         –         –         5

1.5     Scope of the Study-         –         –         –         –         –         6

1.6     Significance of the Study-         –         –         –         –         6

1.7     Definition of Terms-        –         –         –         –         –         7

1.8     Limitation of the Study-            –         –         –         –         8

2.0 REVIEW OF RELATED LITERATURE

2.1     Concept of Communication-      –         –         –         –         9

2.2     Concept of Mass Media-            –         –         –         –         9

2.3     Overview of the Radio Medium-         –         –         –         12

2.4     Radio and Radio Programme-   –         –         –         –         14

2.5     Functions of Radio          –         –         –         –         –         16

2.6     History of Radio Broadcasting in Nigeria      –         –         20

2.7     History of Tangsio Fm Radio-   –         –         –         –         22

2.8     Importance of Mass Media        –         –         –         –         22

2.9 Evolution of Mass Media in Nigeria        –         –         –         24

2.10 Characteristics and Nature of Broadcast Media         –         27

2.11   Audience Research in the Broadcast Media   –         –         31

2.12 Importance of Radio Station Slogan      –         –         –         33

2.13   Theoretical Framework-            –         –         –         –         25

2.13.1 Individuals Differences Theory-         –         –         –         35

2.13.2 The Uses and the Gratification Theory         –         –         37

2.14   Review of Studies  –         –         –         –         –         –         39

2.14.1   Ekpoudo Bernard (2016) Audience Reaction to

AKBC Radio Programme, “Junior Parliament”

(A survey of Oruk Anam Local Government Area) –         39

2.14.2 Faruk Nanoh Bello (2021) Audience Participation

and Perception of ABU Fm’s current Affairs

Programme “Tattaunawa Da ABU Fm”.        –         –         40

3.0     RESEARCH METHODOLOGY

3.1     Research Design    –         –         –         –         –         –         42

3.2     Population of the Study   –         –         –         –         –         42

3.3     Sample and Sampling Procedures        –         –         –         42

3.4     Instrument for Data Collection   –         –         –         –         43

3.5     Validity and Reliability of Instrument –         –         –         44

3.6     Method of Data Presentation     –         –         –         –         45

4.0 DATA PRESENTATION, ANALYSIS AND DISCUSSION     

4.1     Data Presentation and Analysis –         –         –         –         46

4.2     Discussion of Findings    –         –         –         –         –         53

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1     Summary     –         –         –         –         –         –         –         59

5.2     Conclusion  –         –         –         –         –         –         –         59

5.3     Recommendations –         –         –         –         –         –         60

Appendix

References

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Communication is an important element in Human society in particular and living things in general. Society’s survival and growth demand among other things in a system of communication. According to Albert Silversteined (1974), communication is that process that has allowed man to survive in his current form despite his being singularly unsuited to survive in any particular environment. In the words of Schramm (1971), “communication is the great relating tool. It relates individuals to each other making it possible for groups to function and for societies to live together harmoniously.

Communication can be defined as the process or the act of exchanging information between one person and other persons. It is also the process of making information available to others. The process of communication is the process by which messages are formulated or amended and transmitted from the source or communication through a channel or medium to a receiver or an audience.

Radio is sound which instantaneously transport messages from one place to another by the use of electromagnetic waves.

The idea of establishing radio station as any other mass medium is to educate, entertain, inform and socialize the people. The emphasis largely has to do with creating awareness, surveillance of the environment, and correlation of the parts of the society in response to its environment and the transmission of cultural heritage (Bittner, 1989). It also helps in providing individual reward, relaxation and reduction of tension, which makes it easier for people to cope with real life problems and for societies to avoid breakdown (James and Ward, 1998). That radio has had a tremendous social impact, affecting attitudes and behavior is undeniable.

In recognition of the unique nature of radio in terms of simplicity, wider coverage, bringing the world to those who cannot read, as well as its contribution to the development of a nation, radio is still the most credible source of news and enlightenment in most parts of Africa (Mytton, 2007). This radio has become one of the most appropriate means of communication any society, enhancing educational development (Mytton, 2007). In addition, radio has that personal touch that lends urgency to change.

The success of any communication is determined by response behavior of the listener.

The tendency for a radio programme to cause a change in behavior or attitude change depends largely on the contents of the message provider by a radio programme is a mixture of the idea and the expedient (Duyile, 2005). This, a programme must have the ability to capture the mind’s eye of its audience. This is so because audience reaction is a tool necessary for the general acceptance of any programme. Audience reaction enables the media houses to better understand how consumers use their products.

Radio is regarded as perhaps one of the most powerful and indeed creative communication media because of its characteristics of sound.

Radio is equally used for shaping and influencing the behaviors and opinions of people as well as a business in itself. It is also used for achieving laid down national objectives like integrating all parts of our communities and the transmission of the social heritage from one generation to the other. For radio to achieve these objectives, it must fulfill needs, urges and desires of its target audience.

In overall sense, radio is used as an important tool though which a nation’s identity, characteristics, culture, aspiration and development needs are projected in the minds of people. Hence, to achieve this, most radio stations make use of slogan for easy understanding and identification of the station.

A radio station’s slogan is a short sentence that should summarize the radio station. It briefly sets the mood, content, and style. Thus, this study was carried out to determine Ikot Ekpene audience perception of Tangsio FM slogan – Tangsio – O-YO – YO.

1.2 Statement of the Problem

Radio is regarded as one of the most powerful and indeed creative communication media because of its unique functions of informing, educating and entertaining the people. It is equally used for shaping and influencing the behaviors and opinions of people through various programme such as community view in planet Fm Radio which was supposed to educate, entertain, inform to improve the society status.

The question is what is the effectiveness of Tangsio Fm slogan “o-yo-yo” in Ikot Ekpene Local Government Area?  How do people perceive the station’s slogan? This question presents the problems which necessitated this research work.

Radio slogan is meant to call the attention of the audience, help them recognize the stations easily, and inform them of the motive and motto of the stations but it is not certain if Tangsio Fm slogan “Tangsio, o-yo-yo” has performed the primary functions of a radio slogan. Thus, this study was aimed at examining the audience perception of Tangsio Fm slogan “Tangsio, o-yo-yo.

1.3 Objectives of the Study

The study aim specifically at:

1. To find out if audience in Ikot Ekpene Local Government Area are exposed to Tang Sio Fm Radio
2. To determine the frequency of their listenership to the radio station.
3. To find out the perception of the audience regarding the station’s slogan.
4. To determine the influence of Tangsio FM slogan, “Tangsio oyoyo” on listenership of the station

1.4 Research Questions

In order to achieve the stated objectives for the study and guide the research accordingly, the following research questions were formulated:

1. Are audience in Ikot Ekpene Local Government Area exposed to Tangsio Fm Radio slogan?
2. What is the frequency of their listenership of the radio station?
3. What is the perception of the listeners regarding the Station’s slogan?
4. What is the influence of Tangsio FM slogan, “Tangsio oyoyo” on listenership of the station

1.5 Scope of the Study

This research work is limited to the audience of Etim Ekpo Local Government Area in four selected villages of Amayam Clan and Urban Clan.

1.6 Significance of the Study

This study will be of significance in the following ways:

Tangsio Fm Radio programme directors will benefits a lot from  the study, as it will bring to notice the perception of the audience towards their slogan, and how it attracts them and the medium as well.

However, this study will be available as a research material for any individual or group that may research on relevant topic and will also help researcher who want to do further study on this area.

1.7 Definition of Terms

Audience: This refers to the listeners to a radio programme. In this context, it means the people of Ikot Ekpene Local Government Area who listen to Tangsio Fm Radio.

Radio Station: This is an organization that carries out audio broadcast. In this context refers to Tangsio Fm Radio

Reaction: A response to something that involves taking action, or is taken in response to something. In this context, the refers to the response the audience to Tangsio Fm Rado slogan “O yo-yo”.

Slogan: A short, memorable catchphrase that is being included in the imaging and branding to make the station more memorable to the listeners. In this context is refers the Tangsio Fm Radio slogan “ O yo-yo”

Perception: The way in which something is regarded, understood, or interpreted. In this context is refers to the way Ikot Ekpene audience regard Tangsio Fm slogan.

1.8     Limitations of the Study

The unforeseen issue encountered in the research was the issue of confidentiality of information of the respondents as some of the respondents were not ready to give out any information regarding their personal issue. However, this issue was overcome by assuring them of the confidentiality and uses of the information required.

In spite these efforts were made, ensure the work met it expected aim.