Johnson Babafemi AKINTAYO, PhD., Babcock University, Ilisan-Remo, Nigeria
Isiaka BABALOLA, PhD., Adeniran Ogunsanya College of Education
Oluwaseyi Adewumi SODEINDE, Babcock University, Ilisan-Remo, Nigeria
Radio both persuades and influences, but cannot solely bring about behavioral change in the listener is the assertion of many communication scholars. Supplementary approach like face to face communication between promoter of the idea and the audience may be required. In Adamawa and Taraba states, different levels of behavior change had been reportedly recorded among Adventist World Radio (AWR) listeners. AWR programming has for years probably been the only medium through which the Adventist doctrine is shared with listeners in these two states. This study specifically probed into the possible relationship between AWR programs and listeners’ behavioral change. Employing the cognitive dissonance, two-step flow and diffusion of innovation theories the study was executed through a descriptive survey design. A sample size of 1,000 listeners was selected from four local government areas (Numan and Mitchika in Adamawa state and Gassol and Yorro in Taraba state). Quantitative data were harvested using validated structured questionnaire. Multiple regression and Pearson moment correlation were used to test the hypotheses. Results showed significant positive relationship between AWR programming (AWR programme content) and listeners’ behavior change in Adamawa and Taraba States as depicted by p? 0.05, R2=66.5% and r=0.816. The study concluded that radio alone can exclusively bring about change in listeners’ attitude and behavior. The programs transmitted must have been intentionally produced, with the capacity to engender trust between the station and listeners. These programmes must consistently be accessible to listeners at regular times on daily basis throughout the year and beyond.
Keywords: Influence, Adventist World Radio, Programming, Behavioral Change