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Radio listening habits at the workplace a study of Agona Swedru business community

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dc.contributor.author Bormann, B.K.
dc.date.accessioned 2024-11-05T12:50:01Z
dc.date.available 2024-11-05T12:50:01Z
dc.date.issued 2015-08
dc.identifier.uri http://41.74.91.244:8080/handle/123456789/4549
dc.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. en_US
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher University of Education, Winneba. en_US
dc.subject listening habits en_US
dc.subject Radio en_US
dc.subject Workplace en_US
dc.subject Business community en_US
dc.title Radio listening habits at the workplace a study of Agona Swedru business community en_US
dc.type Article en_US


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