Abstract:
This study investigated the workplace radio listening habits of AgonaSwedru
Business Community.This was aimed at assessing how radio supports the business
needs of members of AgonaSwedru Business Community. The uses and gratifications
theory and dependency theory guided the study. The study employed a qualitative
survey method and adopted a purposive sampling technique.Questionnaires, with both
closed and open ended items, were administered to 100 selected respondents.The
findings indicate that the fundamental purpose of radio listening among the business
community was to gain information in order to make good business decisions.
Businessmen and women mostly listened to radio throughout the day and derived the
gratifications of monitoring business news and events. These findings of the study
affirm the Dependency Theory of DeFleur and Ball-Rokeach (1976) that society
becomes dependent on the media for its „outside‟ resources. The research also
revealed that respondents‟ role, whether as shop attendant or as shop owners,
influenced their reasons for radio listening, hence programme preference. Shop
attendants with no decision-making role sought less business-based programmes
while all shop owners with managerial role consciously sought business-based
programmes. Consequently, radio has emerged as an important resource in business
management.
Description:
A THESIS IN THE DEPARTMENT OF COMMUNICATION AND
MEDIA STUDIES, FACULTY OF LANGUAGES EDUCATION
SUBMITTED TO THE SCHOOL OF GRADUATE STUDIES,
UNIVERSITY OF EDUCATION, WINNEBA, IN PARTIAL
FULFILMENT OF THE REQUIREMENT FOR AWARD OF THE
MASTER OF PHILOSOPHY DEGREE.