Factors influencing town and village radio listenership in Madang, Papua New Guinea

Date

1991

Abstract

This research attempted (1) to generate a profile of radio listeners of Madang town and Mugil village in Madang, Papua New Guinea; (2) to describe the pattern of radio listening in a town and a village.Further, this research tried (1) to determine the relationship between socio-demographic factors like sex, program preferences, language, location, participation in traditional activities, group membership, and religious affiliation on the one hand and radio listening behavior on the other hand.The findings showed that town listeners devoted more time for listening than the villagers. Afternoon listening was higher in town, while night listening was higher in village area. Most listeners were males, at least had primary or high school level of education. They belonged to 16 - 30 years of age group. Majority of town listeners were public servants while village listeners were farmers. Among listeners who listened every day, 50 percent did not know local (tokples) language. Participation in traditional activities was very low. Town respondents tunedin to Kalang (national) station while village listeners prefe Radio Madang (provincial) station.Time spent in was significantly related to language. Intown among listeners who tune in to radio everyday, half did not know local (Madang) language and other local languages. Most listeners in town knew Pidgin language.Which part of the day they listened was significantly related to language, location and reasons for listening. Majority listened in the morning. Few listened in the afternoon. The question is do listeners know the language? Majority knew Pidgin language but more than half of them did not know local (tokples) language. Listening is possible because Pidgin and Ehglish is used often in broadcast. Sometimes local language is used, which makes it hard for some of the listeners.Time slots were significantly related to sex, program preference, language, location, group membership, and religiousaffiliation. Males did not listen at 4 - 5 p.m. every day.Music programs were listened at 7-8 a.m. and 6-7 p.m. time slots but not listened at 8-9 a.m., 1-2 p.m., and 4-5 p.m. time slots every day with high preferences. Drama programs were listened at 7-9 p.m. time slot but with low preference. Rural extension programs were listened at 7-8 a.m., 6-7 p.m. and 8-9 p.m. time slots but not listened at 8-10 a.m., 11-12 a.m., 1-3 p.m. and 4-5 p.m. time slots with only moderate preference.Announcements (toksave) programs were listened at 7-8 p.m. time slot and not listened at 11-12 a.m. time slot with high preference. Comedy programs were listened at 6-7 p.m. time slot but not listened at 12-2 p.m. time slot with high preference. Town and rural listeners were indifferent in listening at 7-8 a.m. time slot. Most village respondents listened at 8-10 p.m. time slot but did not listen from 8 a.m. to 5 p.m. every day. Respondents belonging to different social groups did not listen at 8-9 a.m. time slot. Catholics did not listen at 1-2 p.m. time slot but members of other churches listened at 8-9 p.m. time slot every day.Free time and language of the respondents were the most significant factors in this study that affect radio listening in Madang town.

Document Type

Master Thesis

Language

English

LC Subject

Radio audiences -- Papua New Guinea

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 995 1991 D46 A76

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