ERIC Number: ED258209
Record Type: Non-Journal
Publication Date: 1985-Aug
Jamaican Call-In Radio: A Uses and Gratification Analysis.
Surlin, Stuart H.
Noting that radio call-in programs seem to contain the elements for active audience involvement and participation, a study was conducted to examine the hypothesis that information gain and surveillance are the primary gratifications sought through call-in radio programs, especially in a culture that has a strong oral tradition and relatively few sources of mediated information. One adult from each of 268 randomly selected households in Kingston, Jamaica, was interviewed. Each respondent answered questions relating to (1) frequency of listening to Jamaica's 10 call-in radio programs, (2) perceived "usefulness" of information provided within each program, (3) perceived uses/gratifications, (4) radio attitudes, (5) significance of radio or other medium as an information source, and (6) demographic data. The results substantiated the hypothesis. Lower socioeconomic status, less educated, more alienated, and radio-oriented respondents were most likely to listen to call-in programs, find the information useful, and seek the greatest gratification from them. The call-in programs featuring experts in health-care and legal advice were rated most useful, while the open-mike programs were generally more popular. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Jamaica