Radio as a development communication tool in the Philippine countryside : the case of DXMU in Mindanao

Date

1991

Abstract

This study sought to investigate and characterize the role of radio as a development communication tool. The first part of the study dealt with a case analysis of radio DXMU. The research problem was concerned about the philosoPhy of DXMU as a development communication tool, the nature and content of its programs, the extent it satisfied the information needs of the audience in its area of coverage, the level of access and participation of the listeners, and the impact of the station on the lives of the people_ The study likewise tried to formulate policy recommendations towards the improvement of DXMU.The second part of the study dealt with the audience of DXMU. A total of 100 farmer/respondents from barangays Panadtalan, Bayabascn, Lumbo and Dologon were studied in terms of their socio-economic characteristics, their exposure to media and perceived communication needs, their exposure to and perception of DXMU as well as their understanding of the type of information and messages relayed over radio station DXMU.Through personal interviews, the researcher's observations, records and document analysis, and the information provided by the key informants, the study revealed the following:1. Radio DXMU, although handicapped by limited human and other resources, tried fulfilling its objectives through balanced programming_ The inadequacy of facilities and equipment, however, constrained the station from performing satisfactorily its mission_ It couldserve effectively as a channel of development communication with adequate support and the needed resources for its operations.2.Radio mu was found to be a useful tool for the Central Mindanao University in promoting its educational programs.3. Mill's audience was the rural population composed of farmers and their families, who were generally literate but with limited access to mass media.4. The rural audience of DXMU was interested in feeding back messages to the station, but they needed to be organized, motivated, and given access for involvement and participation in radio programming activities.5. The Central Mindanao University should give a higher priority in its resource allocation for broadcasting purposes.6 It is recommended that Central Mindanao University transforms DXMU as a community broadcasting station for the immediate environs of CMU.

Document Type

Master Thesis

Language

English

LC Subject

Radio

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 995 1991 D46 S65

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