| Abstract: |
This study investigated audience perception and attitude
towards the ABS 88.5 FM's Health and Lifestyle Programme
among radio listeners in Southeast, Nigeria. Guided by the
Agenda Setting and Social Responsibility Theories, the study
adopted a mixed-method research design comprising a survey
of 387 respondents and Focus Group Discussions (FGD)
conducted across the five states of Southeast, Nigeria.
Findings revealed among others a high level of general radio
listenership but moderate and inconsistent exposure to the
Health and Lifestyle. Although the programme was perceived
as accurate, relevant, and satisfactorily presented by
knowledgeable hosts and guests, however, inconsistency in
scheduling limited sustained exposure. Dominant content
areas included sexual and reproductive health, maternal and
child health, and communicable diseases, while noncommunicable
and terminal illnesses such as kidney failure
and cancer were underrepresented. Exposure significantly
improved health awareness and triggered concrete health
actions, including medication purchase, behavioural
modification, and hospital visits. However, exposure did not
necessarily translate into trust in health information or prompt
professional medical consultation, as perceived vulnerability
and fear were stronger motivators than knowledge alone. The
study concludes that the Health and Lifestyle as a radio
programme plays a critical role in health sensitisation but
requires improved consistency, broader topical coverage, and
increased expert participation to enhance credibility, trust, and
sustainable health-seeking behaviour. |
