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Title: | Study of bhutanese peoples radio litsening behaviour and gratificatoins |
Authors: | Tshering, Chhoden |
Keywords: | Radio Listening Behavior Bhutanese people |
Issue Date: | 2008 |
Publisher: | Bangkok University |
Abstract: | The main objective of this research is to examine the different reasons behind a listener’s
preference for a particular radio station in Bhutan. This research use the theoretical basis of uses
and gratification approach where it assumes that people have certain needs which they need to
gratify, and the media being one of the means. With the popularity of the radio on the rise among
the Bhutanese population with more choices of radio stations which available to them one feels
compelled to try and understand what the appeal is. Since the audiences have the power and
capability to judge the values of media content, being aware of audiences’ preference would help
the broadcasters plan the content that will appeal to the audiences. the study has no classified
variables into independent variable and dependent variables. Rather, the study takes into account
the variables as Entertainment, Information, Social Situation, Media Credibility, Demographic,
and Psychological. This research is qualitative in nature with a sample of 374, out of which 196
were males and 178 were females. The samples completed a questionnaire of five-point likert
scale measurement and the reliability was conducted for each variables.
The listeners agreed listening to BBS for immediate news, information on weather,
keeping updated with latest announcement, and educational programs to gain knowledge.
Bhutanese listeners agree that they listen to Kuzoo FM and Radiovaleey 99.9 FM for latest music.
In regard to social dimension for listening, the listeners agreed that they listen to BBS and Kuzoo
FM because their family and friends listen to it. The findings in psychological orientation showed
that the listeners of BBS and Kuzoo FM 101 agreed that these radio stations help them combat boredom. In terms of media credibility, the listeners agreed BBS, Kuzoo FM and Radiovalley
99.9 FM are believable, provides fair information, and provide appropriate knowledge in a
professional manner. |
Description: | Independent study (MA)--Graduate School, Bangkok University, 2008 |
Subjects: | Radio programs--Bhutan--Case studies Radio programs--Case studies |
Advisor(s): | Rosechongporn Komolsevin |
URI: | http://dspace2.bu.ac.th/jspui/handle/123456789/551 |
Appears in Collections: | Independent Studies Independent Studies - Master
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