| Abstract: |
The study specifically sought to determine the level of audience
awareness of the programme, Odimma Anambra, audience
perception of its effectiveness, their level of trust and engagement,
as well as the factors hindering its effectiveness in promoting good
governance. The study adopted the survey research design and was
anchored on the Selective Perception Theory and Social
Judgment Theory, which explain how audiences interpret and
evaluate media messages based on individual predispositions and
social attitudes. The population of the study was 5,907,448.79, using
the Krejcie and Morgan (1970) sample size determination table,
a sample size of 384 respondents was selected. The study area
covered the three senatorial districts of Anambra State: Anambra
North (Onitsha and Nsugbe), Anambra Central (Nkpor and Abatete),
and Anambra South (Nnewi and Nanka). Atotal of 384 copies of the
questionnaire were administered to selected listeners of ABS Radio,
out of which 377 copies were retrieved and found usable for
analysis. Data were presented using frequency tables and
percentages. Findings revealed a high level of audience awareness
and a positive perception of the programme's effectiveness in
promoting good governance. Results further showed a significant
relationship between audience awareness, trust, engagement, and
perception of the programme's effectiveness. However, factors such
as limited interactivity and uneven broadcast coverage were
identified as constraints to its optimal performance. The study
concluded that Odimma Anambra has played a vital role in
sensitizing the public on issues of governance, accountability, and
civic responsibility in Anambra State. It was recommended that
ABS Radio should enhance audience participation through more
interactive platforms, strengthen content credibility to sustain public
trust, and expand its broadcast reach to cover more communities
within the state.
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