International Journal of Advanced Multidisciplinary Research and Studies
Volume 2, Issue 6, 2022
Filling a void with a wireless; The radio listening behavior of the Undergraduates: A case study
Author(s): Jayawardhana KGLANS, Sriram S, Jairus RJ
This paper provides an analysis of the radio listening behavior of undergraduates, especially Sinhala-speaking students of Trincomalee Campus, to identify their preferred device for listening to the radio, the frequency of listening to the radio as well as their preferred timings, the most popular stations among the Sinhala-speaking students and the most popular radio programme category/format. Further, the study investigated on motives of Sinhala-speaking students of the Trincomalee Campus to listen to the radio and the gratification they receive by listening to the radio programmes. A quantitative approach was applied during the study and data were collected through the survey method. 100 questionnaires were distributed and the findings indicate that the majority of the respondents listen to radio programmes from their mobile phones because they can listen to radio programmes while they do some other work, such as studying, cooking, and doing exercises. The study also points out that the majority of the respondents prefer private radio channels over state-owned radio channels and among the private radio channels, FM Derana is identified as the most popular radio station of the respondents. The Sinhala-speaking students of the Trincomalee Campus listen to news programmes and next to that, the majority prefer musical programmes from their preferred radio channels. The findings also conclude that the respondents listen to radio programmes because they provide good entertainment, are good companions when they feel lonely, offer educational programmes, and offer timely news. The respondents prefer to listen to these types of radio programme because they are interesting and entertaining, enhance their knowledge, keeps them updated on current information, releases their stress, and help them to worship in the comfort of their home. Political, health, cultural, environmental, family, economic and work-related issues are addressed by their preferred radio channels.
Keywords: Radio, Listenership, Undergraduates
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