1

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Communication is said to be the life blood of every society. There

is therefore a need to know what communication is all about.

Communication as a discipline has continued to attract new

definitions from time to time so that no single definition is accepted by
scholars interested in the field.

Communication as an academic discipline, sometimes called

“communicology” relates to all the ways we communicate, so it
embraces a large body of study and knowledge. Although, there is such a
thing as one-way communication, communication can be better
described as a two way process in which there is an exchange of ideas,
thoughts, feelings towards a mutually accepted goal or direction.

Hence, the process of a phone-in-programme. Mass media are

important communication strategy to generate awareness and
disseminate information. In most developing countries, Nigeria
inclusive, radio is an effective medium to reach the general population.
Unlike TV and print , radio phone-in-programmes are popular platforms
for direct audience participation to exchange views and voice concerns
on issues to increase knowledge, encourage open discussion on health
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and other socially relevant issues and promote sustained behavioural

change.

In broadcasting, a phone-in is a programme format in which

listeners are invited to air their live comments by telephone, usually in
respect of a specific topic selected for discussion on the day of
broadcast.

According to research, BBC radio Nottingham is credited with

having aired the first phone-in on February 4 1968, a programme called
“What Are They Up To Now”?

Speech-based Talk Radio UK was launched in 1995, with much of

its programming featuring phone-in-programmes.

Ian Hutchby researched poor relations in phone-in-programmes

looking at arguments and confrontations. Using conversation analysis,
he describes how the host retains power through devices such as “the
second position” - the concept of going second in a discussion, giving
the host time to formulate a response.

Similarly, the last word is always the broadcasting word. The

audience can choose to end the conversation, but they are doing so by
withdrawing from the interactional arena. Hutchby (1996) Talbot et al.

Though it cannot be stated in actual fact the date phone-in-

programme began in Nigeria. According to research, it started before the
 3

advent of global system for mobile telecommunications (GSM) putting it

in the 1980s. However, since the introduction of GSM in 2000 there has
been an increase in audience participation in phone-in-programmes.

1.2 STATEMENT OF THE RESEARCH PROBLEM

This research work is informed by this innovation in broadcasting

especially the introduction of phone-in segment in almost every
programme being aired on both public and private radio stations across
the country.

One of the problems is the implication of having a wrong audience

choice which is better imagined. This would make the presenter have
negative feedback. This is because there are some audience members
who participate in discussions that are not meant for them.

There is no gainsaying the fact that radio stations are out to

perform the basic role of informing, educating and entertaining the target
audience. However, another problem is the lure of including phone-in
segments in most of the programmes which are capable of rendering
them elitist, taking into consideration the number of people that can
afford to buy a mobile phone.

Yet another problem is the fact that phone-in programmes are

equally seen as an escapist approach of getting people to participate in
programmes when they are not adequately informed about the issues
involved.
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1.3 OBJECTIVES OF THE STUDY

It is noticed that the idea of phone-in is now prevalent among

radio stations. This study is on radio broadcasting. This decision is made
from the fact that the medium appears the cheapest and most accessible
to the common man as the radio set is portable and can easily pick up
signals from far distances.

The advent of phone-in programmes on radio has increased the

pace of audience participation in radio programmes.

This research work takes a critical look at “Soul Mender” as a

phone-in programme introduced to enable the public make meaningful
contributions to issues under discussion which are considered as having
direct effect on them both individually and collectively.

The aim of this research work is to find out if the programme

justifies its existence.

This research work is carried out towards formulating a guiding

principle that could help regulate audience participation on radio with a
view to having a standard format that could enhance more qualitative
programming

1.4 SIGNIFICANCE OF THE STUDY

A phone-in programme could be an instantaneous way of having

feedback on any given idea, policy or measure about to be introduced
 5

either by a corporate organization, an individual or government of the

day. It is obviously the best form of testing the acceptability of new
ideas, opinions and policies.

This study is therefore significant because it is capable of enabling

the sampling of opinion without necessarily undergoing the tedious
voting process. This would make the listeners part and parcel (active) of
decision making or policy formulation.

The participatory nature of phone-in programme is expected to

give an individual radio listener a sense of belonging and not make him
an inactive receiver of information and ideas passed across by the radio.

It is therefore the opinion of this researcher that the appraisal of

this phone-in programme will go a long way to enhancing quality
production and presentation, as well as making it truely audience
participatory.

1.5 RESEARCH QUESTIONS

To what extent has the phone-in programme “Soul Mender” on

Grace FM provided the expected feedback required of the target
audience?

When does a phone-in programme become important in the

programmes planning of Grace FM?

How truely interactive is “Soul Mender” on Grace FM?

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1.6 RESEARCH HYPOTHESES

HYPOTHESIS 1

Alternative H1: the phone-in programme “Soul Mender” on Grace FM to

an extent provides the expected feedback required of the target audience.

Null H0: The phone-in programme “Soul Mender” on Grace FM to an

extent does not provide the expected feedback required of the target
audience.

HYPOTHESIS 2

Alternative H1: A phone-in programme is important in the programme

planning on Grace FM.

Null H0: A phone-in programme is not important in the programme

planning on Grace FM.

HYPOTHESIS 3

Alternative H1: “Soul Mender” on Grace FM is truely interactive.

Null H0: “Soul Mender” on Grace FM is not truely interactive.

1.7 CONCEPTUAL AND OPERATIONAL DEFINITION

OF TERMS

IMPACT: According to oxford advanced learners’ dictionary, it is to

have an immediate and strong effect on something or somebody.
 7

IMPACT: It is the influence a phone-in programme has on the listening

audience as well as the impression they are left with about the
programme even after it is brought to conclusion.

PHONE-IN: According to Encarta dictionaries, it is a radio or television

programme in which audience members can participate by telephone and
ask questions, make contributions or take part in discussions about a
particular subject with the host and any quests.

PHONE-IN: It is a segment in a radio programming schedule in which

topical and important issues are tabled for discussion. This enables
audience participation and allows the media body or outfit elicit
feedback from its audience who are interested in the topic of discussion.

PROGRAMME: According to oxford advanced learners dictionary, it

is a film, play, activity etc that is broadcast on television for people to
watch or on radio for them to listen to.

PROGRAMME: It is a schedule of activities to be carried out and aired

in a media house, be it radio or television.

1.8 ASSUMPTIONS OF THE STUDY

Phone-in programme is now prevalent among radio stations as it

serves as an instantaneous way of having feedback on any policy or
topical issue from the audience.
 8

The researcher therefore assumes that the study will throw up the
importance of the chosen phone-in programme to the audience and
media house, as this will shed more and better light on the act of
audience participation in radio discussions through phone-in
programmes.

The researcher also assumes that the study will create an

understanding in the contributions of phone-in programme to the
technicalities that make up the act of communication as a whole.

1.9 LIMITATIONS OF THE STUDY

In Nigeria, there are various radio stations that air phone-in

programmes either as a segment in a programme or as a whole phone-in
programme. It is therefore impossible to study the whole radio houses in
Nigeria. Therefore the researcher decided to study Grace 95.5 FM in
Lokoja, Kogi state.

The said stat4ion airs five phone-in programmes. The researcher

in her discretion picked “Soul Mender”, a phone-in programme aired
every Wednesday between the hours of 10pm-12 midnight which tackles
relationship problems as it affects everyday living. This will be the limit
of this research work.
 9

REFERENCES

Hutchby, I. (1996). Interactional Communication. London: Oxford

printing press.

Okunna, S. (1994). Introduction to Mass Communication. Enugu: Abic

publishers.

“History of Phone-in Programmes”. Retrieved January 7, 2010, from

www.education.com

“Phone-in Programmes”. Retrieved January 7, 2010, from

www.googles.com
 10

CHAPTER TWO

REVIEW OF LITERATURE

2.1 SOURCES OF LITERATURE

Phone-in is a recent development in the Nigerian broadcast

media. Although it has been in existence in Nigeria since the 1980s, it
was not well known till the early 2000 with the introduction of GSM by
Olusegun Obasanjo administration. Due to this fact, the researcher
searched for materials’ written on this field at the various research
centres she has been to, could not find any.

As a result of this, the researcher chooses to take her review

from an angle whereby she will be able to explain the processes and
technicalities that make up a phone-in programme.

The materials relevant to this research work sourced by the

researcher were obtained from textbooks, dictionaries and encyclopedia
found in Stella Obasanjo State Library Lokoja, Caritas University main
library and the Mass Communication complex departmental library.

Also the Internet search engines were helpful in providing

information vital to the researcher in carrying out this research work.

In addition post-graduate project report and the departmental

project handbook served as guidelines to the researcher.
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2.2 REVIEW OF RELEVANT LITERATURE

2.2.1 MEANING OF COMMUNICATION

Communication is a process of transmitting ideas, thoughts,

feelings and messages from one person to the other. It also involves the
sharing and imparting of information which is the giving of
understandable information and the receiving and understanding of the
message. It is the creating, and exchanging of messages within a network
of independent networks. Communication could be both verbal and
nonverbal messages.

Communication touches every of human activity. It forms all of

mans action because it is made possible by man’s need for interaction
with his fellow man. It manifests itself in symbolic and verbal forms.

Communication is a process whereby information is endorsed

in a package and it is channelled and imparted by a sender to receiver via
an appropriate channel with the aim of stimulating a response from the
receiver who is expected to decode the messages as conceived by the
source and gives the sender a feedback. It is a process of transmitting
meaning between individuals. All forms of communication require that
all parties share meaning. There are nonverbal means, such as body
language, sign language, paralanguage, touch, eye contact and writing
and there are auditory means such as speech, song and tone of voice.
 12

Communication serves as an instrument of social interaction

where at least two interacting agents share a common set of signs and a
common set of rules. It helps us to understand one another, to keep in
touch with other people, to know them and to predict their reaction to
situations; it is a means through which power is acquired, exercised and
sustained. It is a means through which relationships are established,
extended and maintained. These commonly held rules in some sense
ignore auto communication, including intrapersonal communication via
diaries or self-talk, both secondary phenomenon that follow the primary
acquisition of communicative competences within social interactions.

In light of these weaknesses, Barnlund (2008) proposed a

transactional model of communication. The basic premise of the
transactional model of communication is that individuals are
simultaneously engaging in the sending and receiving of messages.

Communication is a lubricant that keeps the machinery of the

organization functioning. It is a means through which roles are identified
and assigned. It is the life blood and life wire of every human existence.

In the history of communication, information communication

revolutions aspect, it is noted that over time, technology has progressed
and has created new forms of and ideas about communication. These
technological advances revolutionized the processes of communication.
 13

In the first information communication revolution, the first

written communication began, with pictographs. These writings were
made on stone, which were too heavy to transfer. During this era, written
communication was not mobile but nonetheless existed.

In the second information communication revolution, writing

began to appear on paper, papyrus, clay; wax e.t.c. common alphabets
were introduced, allowing the uniformity of language across large
distances. Written communication is now storable and portable.

In the third information communication revolution, information

can now be transferred via controlled waves and electronic signals.

Communication is thus a process by which meaning is assigned

and conveyed in an attempt to create shared understanding. This process
requires a vast repertoire of skills in intrapersonal and interpersonal
processing, observing, speaking, questioning, analyzing and evaluating.

Many scholars in the field of communication have given many

meanings to communication.

According to Udall Rita and Sheila (1979), communication is:

“The process by which one person (or group) imparts information to

another so that both people may clearly understand one another”.

Another scholar in the field: Ugboajah Frank (1985) defines the

act of communication as:
 14

A process that involves all acts of transmitting mess

to channels which link people, to the languages and
symbols codes that are used in transmitting messages.
The means by which messages are received and stored,
the rules, customs and conventions which define and
regulate every human events and relationships.
According to Larry and Gordon (1974) communication is:

“A process which involves a series of interactions where relationships

are discovered and integrated into a specific objective, trying to
influence one another”.

In order for communication to take place between two

individuals, there must be stimulus in the sender prompting him or her to
pass the message across which is packaged using the appropriate sign,
cues or symbols as well as the relevant channel through which the
information travels before it reaches who is expected to decipher the
message.

However, there must be effect on the receiver, a change in

thinking (cognitive), feeling (affective) or acting (behavioral) processes.
This reaction is seen as feedback which does not constitute another basic
element in basic communication model but makes the communication
process an unending activity. The concept of feedback is very important
 15

to the communication process as it makes room for better understanding

which is often described as the essence of effective communication.

Six basic communication contexts have been identified by

various scholars in communication discipline. These include:

Intrapersonal, interpersonal, small group, public speaking, organizational

and mass communication in which broadcasting falls. But the field of
communication is typically broken into three distinct camps: human
communication, mass communication and communication disorders.

According to Black Whitney (1988), mass communication is:

A process by which mass produced messages are transmitted

to large, anonymous, heterogeneous and scattered audience,
mass of receivers. As a result of the diverse nature of the
audience of the mass media (radio, television, cinema
newspaper e.t.c) the message sender has no control over
receivers.
The common thread linking these definitions is the fact that
communication is a process; of transfer of information, ideas, thoughts
and messages. It involves a sender, a receiver, a code and a language that
is understood by both the sender and the receiver.

Therefore, it is conclusive that communication is a process

involving the passing of messages through the use of symbols which all
 16

parties in the communication encounter understand. It involves the

exchange of ideas, facts, opinions, attitudes and beliefs between people.
It is not a one way affair as there must be a receiver to receive and
respond to the message.

2.2.2 THE PROCESS OF COMMUNICATION

The process of communication is a means of transferring,

giving, receiving and understanding of messages, ideas, and feelings
e.t.c. The communication process involves action, reaction and
interaction.

2.2.2i ACTION

Action is the initiative taken by someone (sender) to share

information, observation and opinion with others. This is the process of
doing something in order to make something happen so as to deal with a
situation. He or she may do so by speaking, writing or gesturing.

2.2.2ii REACTION

Reaction is the response to the action initiated by the sender.

What is said, or done, or thought as a result of something that happened.
The person addressed (receiver) responds to the sender’s action of
starting the communication process.
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2.2.2iii INTERACTION

Interaction is concerned with the exchange of messages

between senders and receivers. If the receiver is willing to participate, he
sends his response to the initiator. The response may be verbal or
nonverbal; that is he or she may write, speak or merely carry out an
appropriate action. An interaction can involve two or more persons
provided those who take part in the encounter share common experience,
codes or symbols.

2.2.3 MEANING OF BROADCASTING

Broadcasting is a method of transmitting radio, internet or

television signals to a number of recipients (listeners or viewers) that
belong to a large heterogeneous group. This group may be the public in
general or a relatively large audience within the public in general. The
broadcast medium is an aspect of mass communication which is used
mainly to send message to a large heterogeneous and scattered audience
through electronic instrument.

Folarin (2000) quoted in Akindele and Durojaiye (2003) writes

that broadcasting is: “The planned provision of information, education
and entertainment to large heterogeneous audience through the medium
of radio and television”.

An addition to be made here is that broadcasting makes use of

the radio spectrum. That explains why experts in the technical aspect of
 18

radio broadcasting believe that the radio spectrum services both the radio
and television. The only difference here is that while radio is purely an
audio medium, television is an audio plus visual medium.

Another interesting definition of broadcasting is: “Giving out,

sharing or transmission of messages through electronic device”. This is
according to Odetoyinbo (2001) in Rotimi and Titus (2003), according to
him radio and television alone does not constitute broadcasting because
wireless microphone and video sender allow and possess certain
attributes of broadcasting.

2.2.4 BROADCASTING SYSTEMS IN NIGERIA

There are basically two types of broadcasting systems in

Nigeria. These are: individual broadcasting system and network
broadcasting system.

2.2.4i INDIVIDUAL BROADCASTING SYSTEM

Individual broadcasting consists of broadcasting stations that

have no subsidiary or affiliation. In other words, such stations do not
have a branch somewhere else. Most state and private owned
broadcasting stations fall under this category. Example of this is Grace
95.5 FM Lokoja.
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2.2.4ii NETWORK BROADCASTING SYSTEM

Network broadcasting is several broadcasting stations owned

and probably operated by one individual or corporate body. These
stations could be sited in different town locations yet they link one
another when important programmes are being aired.

The Nigerian Television Authority (NTA) and Federal Radio

Corporation of Nigeria (FRCN) which are found almost everywhere are
examples of network broadcasting systems.

2.2.5 BROADCASTING COMMUNICATION CHAIN

Like any other communication exercise, the broadcasting

message involves a process. This process can be quickly understood
when analyzed against the background of the existing models of
communication.

The broadcasting communication chain includes:

2.2.5i THE SOURCE

This is anybody, anything, ideas or events which are worth

reporting to the audience through the broadcast medium. The word
“reporting” does not only mean news reporting, it also means story,
ideas, documentary ideas e.t.c. Professional encoders (journalists,
producers, directors e.t.c) get their messages from the source.
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2.2.5ii THE ENCODER

This consists of professional senders of any broadcast message

viz: journalists, newscasters, presenters, producers, and editors’ e.t.c
they can be described as the microcosm of station from where the
messages are emanating. The encoding however must be carried out with
due cognizance of the eventual destination-the audience. Such messages
too must be professionally handled or packaged to prevent a situation
where destination or audience is unnecessarily bored.

2.2.5iii THE SIGNAL

The signal is the conversion of human voice (the encoder’s

voice) to electrical signal or impulse sent to the space through the radio
spectrum. The encoder signal consists of acoustic and visual signals.
This signal is later reconverted to audible form inside the receiving sets.
It is at this signal level that electrical electronic engineers and physicals
have relevance to the field of broadcasting technology. This signal, it
must be stated travels wide and far to the extent that those in the farms or
at home receive it. In short, it services the large but scattered audience.

2.2.5iv THE DECODER

This is the hardware mechanism that reconverts the electrical

signal back to a form that will be understandable to human beings. This
can be called the receiving sets viz: car radio, television sets, transistor
 21

radio e.t.c. so basically, it is the decoder which turns the acoustic and
visual signals to an audible and visual form.

2.2.5v DESTINATION

This is the ultimate receiver of the broadcast message. The

destination consists of human beings who are the primary target of the
message. The destination can use the message derived for a number of
purposes. These include education, entertainment, and information e.t.c

2.2.6 INTERACTIVE COMMUNICATION

Intrapersonal communication is the basis of the other forms of

human communication. Without an effective system of intrapersonal
communication, an individual is unable to function in his own
environment or to be open to his external forms of communication.
Simply put, it is the form of communication that employs the means of
all senses within the individual.

Writing on the essence of intrapersonal communication, Bittner

John (1989) states that: “ideally these communications allow one to take
decisions based on information received through the senses”.

It however takes two persons to engage in interpersonal

communication. In this case, one of the parties is the sender of a verbal
or nonverbal message usually through a medium while the other person
is the receiver.
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Interpersonal communication is a person to person interaction or

dialogue by means of oral verbalization or use of signs commonly
understandable by parties concerned.

Interpersonal communication is thus said to be communication in

a face-to-face situation which is a primary form of communication for
humans from which all other forms of communication developed. So in
the course of interpersonal communication, there is face-to-face
interaction between two parties unlike in intrapersonal situation where
the communication takes place within the individual.

The presence of physical or semantic noise makes the difference

in interpersonal communication as this interferes with the
communication process thereby affecting the understanding of the
message(s) passed across from the sender to decoder. While physical
noise could occur as a result of a loud bang in a conference hall,
semantic noise arises from the use of jaw-breaking words by the sender
in the process of communication.

The field of experience of the source and receiver also plays a

crucial role in the success of every communication activity and this has
to do with the background of the two parties’ knowledge, beliefs and
culture e.t.c.
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2.2.7 INTERACTIVE MEDIA

These are technologies that provide person-to-person

communication mediated by telecommunications channel (e.g. internet,
telephone, mobile phone e.t.c) and person to machine interactions that
stimulate an interpersonal exchange.

Interactive media are a variety of media that allows a person to

interact with the source of the message, actively receiving information
and responding to the information received.

The most common form of interactive media communication is a

telephone call (GSM). The telephone network may also be used to
provide audio communication among groups at two or more locations.
This is called audio teleconferencing which originated by the idea of
telephone talk programme on radio and television.

2.2.7.1 IMPORTANCE OF INTERACTIVE MEDIA

Interactive media are capable of extending person-to-person

communication beyond face-to-face settings. Here, through audio,
audio-visual and electronic text channels, individuals can reach out to
others who are geographically dispersed. Interactive media also offer the
potential to overcome a few important limitations of one way mass
media. Whereas the public is a receiver of one way mass
communication, the public can send and receive communication through
interactive media such as telephone and mobile phone (GSM). And
 24

while mass media are controlled by a relatively small number of

individuals working in large institutional settings, some form of
interactive media are controlled by individuals or small groups working
in a wide range of settings.

2.2.8 HOMOPHILY AND HETEROPHILY

The concept of homophily is directly related to interpersonal

communication context. It is associated with the presence of a field of
experience in face-to-face communication situation. The further along a
relationship between two people advances, the more their field of
experience will overlap.

In an attempt to make distinction between the concepts homophily

and heterophily, Folarin, (1998) had this to say:

“Homophily refers to the degree of similarity of attributes of two

persons. Heterophily its opposite is the degree to which two persons are
unlike”.

Persons may be alike or opposite in a number of areas- education,

socio-economic status, age, religion, politics, values and attitude. Since
homophily and heterophily can include all attributes, it is probable that
any two persons are both homophilous and heterophilous at the same
time. They may enjoy the same kind of vocation but have opposite
political and or religious preferences. Nevertheless, it is obvious that the
 25

greater the degree of homophily between two persons, the greater the
likelihood of a strong interpersonal attraction.

Corroborating this view, Folarin (1998) comments that: “The

relationship of homophily in communication is that of interpersonal
attraction to communication; that is the greater the homophily, the more
effective the communication”.

Of course, if there were total homophily (an impossible situation)

then the two persons will be exactly alike and in complete agreement
and there would be nothing to talk about. Or if two persons were totally
heterophilous they would lack the common vocabulary and experience
necessary to communicate with each other.

Experts say the best homophily and heterophily situation is one in

which there is slight dissimilarity but high overall likeness. In this
situation, there will be common ground and mutual interpersonal
attractive factors that facilitate dynamic, cooperative and interpersonal
communication.

2.2.9 INNOVATION

This concept is most frequently defined in form of a product or

service that has recently become available in the market. Overtime, the
way any product is adopted by all those who eventually do adopt it
follows normal distribution.
 26

According to Benjamin and Sunday (1995) it was stressed

that:

The innovatory status of a product is related to the stage

of development of associated technologies from the
viewpoint of the producers; the innovation can be developed
within an existing, allied or completely new technology. From
the consumers’ viewpoint, the product can be new in the sense
that it has never been previously purchased, regardless of
whether it is known or unknown in the market.
From this submission, it could be deduced that although the novel
idea of phone-in programme had long been developed in countries like
Europe, it later came to Nigeria in the 1980s.

The introduction of phone-in programme has thus succeeded in

revolutionizing the concept of feedback in the broadcast media hitherto
referred to as “Asoro ma gbesi” (in this context radio or television being
referred to as a medium that speaks continually without getting reply).
However the medium is susceptible to receiving negative feedback since
a greater percentage of the populace whose views matter in the
formulation of policies are either illiterate or poor thereby being out in
the discourse that often have direct bearing on their well being.
 27

2.2.10 PRESENTER / PARTICIPANT SITUATION PHONE-

IN PROGRAMME

One of the most satisfactory methods of phone-in programme is

the use of speakerphone / mobile phone (e.g. Nokia phones) that are
often used for business conferences. This makes the callers’ voice to
appear at the speaker so that all the studio participants can hear, and a
tap is made from the voice coil to supply the mixing console through an
impedance matching.

The amplifier cradle is normally placed on a common table shared

by the microphones of the studio participants. When people in the studio
speak at a normal voice, this voice is picked up by the studio quality
microphone for broadcast and simultaneously by the microphone for the
phone amplifier which enables the caller to hear. The speaker is
automatically muted when the microphone is exited from a normal voice
level. The mixing console operator has complete control over individual
voice level.

2.2.11 GATEKEEPING

The job of everyone connected with news gathering, processing,

disseminating and indeed mass communication as a whole is
interrelated. The factor perhaps makes it a frame work. Be it the print or
broadcast media, the reporter who filed in the story and the editor who
editorized the reporters comments both assisted to relay this piece of
 28

information through a medium of mass communication. Both the

reporter and editor are referred to as gatekeepers.

The concept of gate keeping according to dictionary of mass

communication is “the process of filtering messages from source to
receiver. In this process some messages are allowed to pass through, and
others are changed or not allowed to pass at all”.

The term gatekeeper was first employed by the Austrian

psychologist, Kurt Lewin, to refer to an individual or group of persons
who govern the travels of news items in communication channel.

According to Ike Ndidi (2005) he states that:

Gatekeepers are those in control of the flow of information.

The gatekeepers can choose to accept or reject a piece of
information for public consumption. Newspaper publishers,
editors and reporters, TV producers, radio station owners
and broadcasting executives are examples.
According to Bittner John (1989) a gatekeeper is defined
as:

“Any person or formally organized institution directly involved in

relaying or transferring information from one individual to another
through a mass medium”.
 29

From this clarification, it could be said that the role of gate

keeping is not limited to the news room where the editor holds sway;
rather it involves other personnel directly or indirectly involved in
shaping and reshaping media content. This would accommodate the
presenters of telephone call programmes.

As the news or information gatekeeper, in principle we limit the

information received by editing this information received by giving facts
or views and to recognize reinterpret the information, so also the
presenter who anchors phone-in segment on radio has to be in control of
the programme by stating clearly the rules of the game and making the
participants to adhere strictly to these. This would help a great deal in
checking some overzealous callers who might want to seize the
opportunity of being heard far and near to attack the constituted
authority, its policies or the interest of individual proprietors of mass
media. This process is referred to as stimulation of dissenting views.

The gate keeping notion, despite its usefulness and its potential for
dealing with many different media situation has a built in limitation in its
implication that news arrive in readymade and unproblematic event.
Story formed at the gates of the media, where it is either admitted or
excluded. It is clear that the eventual news content of the media arrive by
several different routes and in different forms. It may have to be sought
out, ordered in advance, or its discovery systematically planned.
 30

2.2.12 TECHNICAL PROCESS OF PHONE-IN

PROGRAMME

Before the introduction of GSM (global system for mobile

telecommunication) in Nigeria in the year 2000, by the president
Olusegun Obasanjo led administration, different broadcasting stations
that made use of phone-in programmes ensured that a number of
facilities and inputs besides the actual equipment must be put in place.

The caller is connected via a telephone hybrid which connects the

telephone line to the audio console through impedance matching or more
modernly through digital signal processing, which can improve the
perceived audio quality of the call. Telephone calls are often organized
through a system, which also provides broadcast automation, with an
administrative assistant answering calls and entering caller information
on a personal computer, which also displays on the radio presenter’s
screen.

Of recent, broadcast stations and programme presenters’ rarely

make use of land phones for their programmes. Rather, they make use of
mobile phones.

Therefore it does not require much technical process in the mobile phone
being used in a phone-in programme in as much as the phone the
presenter is using in the studio has an in-built loudspeaker.
 31

2.2.13 FEEDBACK

Feedback as a concept in communication, most especially in mass

communication is defined as:

The set of responses given to a message which allows media

communicators to assess the effect of the message and improve the
quality of such a message. Feedback can take the form of any set of
symbols that the second communicator uses to respond to the message
such as oral statement, a written comment or any type of nonverbal
symbol like a smile, a frown or a gesture.

Without feedback, the communication process can neither be

complete nor effective. Hiebert and his colleagues (1985) clearly
explained why feedback is very important in the process of
communication:

Communication by its definition, is a two way process, a

cooperative and collaboration venture. It is a joint effort,
a mutual experience, an exchange between two parties- a
sender and a receiver. The communication experience is not
complete until an audience is able to respond to the message
of the communicator. That response is called feedback.
Feedback can take place immediately after the message is received, or
after some time interval.
 32

2.3 THEORETICAL FRAME WORK

The theory being critically examined for this research work takes
the view of the audience into consideration.

USES AND GRATIFICATION THEORY

The notion of uses and gratification has attracted the interest of

many scholars in the field of communication. This theory centers on
what uses we make of the media and what gratifications we gain from
exposing ourselves to the media.

This concept is described as one of the most influential frame

works for media analysis in recent years. It centers on a generalization
that we should investigate how people use the mass media, rather than
worry about how the mass media uses its audience.

Contemporary research indicates that people seek various forms of

media content for many reasons. The psychological reward which people
receive from reading, hearing and viewing specific content determine the
use to which they put the media. So, the idea that media use depends on
the perceived satisfactions, needs, wishes or motives of the perspective
audience member is almost as old as media research itself. Audiences
are often formed on the basis of similarities of individual idea, interest
and taste. Many of these appear to have a social or psychological origin.
Typical of such media are those for information, relaxation,
companionship, diversion or escape.
 33

The concept of uses and gratification theory is explained further

by Denis (1987) as:

The term “uses” implies that audience are active rather

than passive members of the communication process,
and that they are willingly exposed to the media. The
term ”gratification” refers to the rewards and satisfactions
experienced by audiences and helps explain motivations
behind habits of media use.
The uses and gratifications theory is also called functional theory. A
good illustration of this theory is the functional use of television
entertainment by television audience members. Within the mass media
audience, people’s needs are generated by their individual and group
differences. Here in Nigeria, these needs arise from differences in sex,
ethnicity, and education e.t.c. The way Nigerians use the mass media
depends on whether they are male or female, Igbo or Yoruba, educated
or illiterate e.t.c because the needs within the people are determined by
who or what they are, and people use the mass media for the purpose of
gratifying these needs. Okunna, Stella (1998). These media use patterns
that are not peculiar to Nigeria but are a feature of mass media audiences
in different societies.

From this clarification, it is crystal clear that media audiences are

often motivated to listen, view or participate in media programmes by
 34

certain factors arising from the benefits accruable from their efforts. The
term “uses” has revealed that participants on phone-in programmes are
active contributors and their views go a long way to redefining the
course of such programmes.

At the same time, many are often thrilled by the glamour in the
media in accepting to feature on their audience participation
programmes, make request via mobile phone to their loved ones or even
choose to attend musical concerts and live participatory programmes
organized by such media outfit to get them exposed to the world. The
Soul Mender programme of Grace 95.5 FM Lokoja is designed to enable
audience participates by phoning to contribute to the issues discussed
which affect them as individuals and the society at large. This provides
gratification for the target audience.

2.4 SUMMARY OF LITERATURE

In summary, the literature being reviewed for this research work

are those directly related and relevant to the research work being carried
out as they further explain all variables in direct relation to the research
work. The review has to do with the act of communication, the processes
involved in communication.

Other variables such as interaction, interpersonal communication,

innovation, uses and gratification theory e.t.c were all aspects of the
research work on review.
 35

REFERENCES

Akindele, O. and Durojaiye, A. (2003). Introduction to Broadcasting.

Nigeria: Martin Industrial Press and Publishing Co.

Akunna, E. M. (2008). Fundamentals of Communication Theories.

Enugu: His Glory Publications.

Barnlund, H. (2008). Model of Communication. London: West African

book publishers.

Benjamin, O. and Sunday, E. (1995). Innovation: A Communication

Concept. Enugu: New Generation Books.

Bittner, J. (1989). Interpersonal Communication. Engelwoods cliff, New

Jersey: Prentice Hall.

Bittner, J. (1989). The Gatekeeper. Engelwoods cliffs, New Jersey:

Prentice Hall.

Black, W. (1988). Introduction to Mass Communication”. London:

Oxford Printing Press.

Defleur, L. (1970). Theories of Mass Communication 2nd Edition. New

York: McKay.

Folarin, Y. (1998). Homophily and Heterophily: A Context of

Interpersonal Communication. Ibadan: Heinemann Educational
Books Plc.
 36

Hiebert, et al (1985). Feedback Mechanism. New York: Free Press.

Ike, N. (2005). Dictionary of Mass Communication. Edo: Handiwork

Koncepts.

Larry, S. and Gordon, J. (1974). Interactive Communication. California:

Wadsworth Publishing Company.

McQuails, D. (1987). Theories in Communication. Nigeria: New Centi

Publishers.

McQuails, D. (2005). McQuails Communication Theory. New Delhi:

Sage Publications Ltd.

Okunna, S. (1988). Introduction to Mass Communication. Enugu: Abic

Publishers.

Rotimi, A. and Titus, C. (2003). Broadcasting Networks. New York:

McGraw Hill.

Udall R. and Udall S. (1979). Communication Processes. London:

Longman Group Ltd.

Ugboajah F. (1985). Communication: An Introduction. Onitsha:

Heinemann.

Oxford Advanced Learners’ Dictionary (2000). London: Oxford Printing

Press.

“Communication”. Retrieved January 8,2010 from

 37

http://en.Wikipedia.org/wiki/communication.

Http. // ask. Com.

www.googles.com
 38

CHAPTER THREE

METHODOLOGY

3.1 RESEARCH DESIGN

The nature of individual research efforts and the targeted goal

often determine which design to employ in realizing them. A researcher
depending on her focus could decide to employ any of the following.

Content analysis, field survey, survey and observational study

designs or more than one at a time.

Survey design method was adopted to realize this research

objective since it is essentially a design that recognizes importance of
people in data gathering about people’s reaction to media programmes
procedure.

It needs to be stated that this research work was conducted to

appraise the variables in audience participation programme on radio with
a view to further enhancing their potentials for effective communication
in the society. In essence, the presenters and participants on this
programme are the focus of attention in the assessment drive of this
research work.

3.2 AREA OF STUDY

This research work is carried out in Lokoja metropolis.

 39

3.3 POPULATION OF THE STUDY

The population of the study comprises adults of both sexes

giving an estimate of 166,666.67 thousand individuals drawn from
Lokoja metropolis.

3.4 RESEARCH SAMPLE AND SAMPLING TECHNIQUE

The research sample covers the 100 questionnaire selected

randomly from the 130 questionnaire sent out. As it will be impossible to
analyze all the questionnaire, 20 questionnaire were selected from
various parts of the metropolis summing up to a total of 100
questionnaires, the content of which will be analyzed to measure the
impact of phone-in programme issues raised and determine how many of
them were influenced by the programme.

Random sampling method was used because of its characteristics

of giving everybody equal chance of being included in the sample. Also
it was used because the whole population in the area is large and as such
there will be no reliable result if the number studied is not limited to a
sample size.

3.5 INSTRUMENT USED FOR DATA COLLECTION

This research work was essentially a descriptive work meant to

describe, explore and explain the conduct of phone-in programmes and
the participation of the audience listeners on the segment.
 40

To this end, the essential instrument in the survey research is the

questionnaire. The questionnaire contains close ended questions and it is
made up of two parts, A and B, with fifteen questions. It was distributed
randomly. The questionnaire was drawn to elicit the views of the
audience.

3.6 VALIDITY OF THE INSTRUMENT

In this research endeavour, the study instrument is the

questionnaire. This is mostly used to elicit the views of the audience that
participate in the phone-in programme. It also helps to determine the rate
at which audience participate in the phone-in programme.

Professional method was adopted to validate the instrument used

for the study. The instruments were tested within the population of the
study before they were distributed. The use of frequency tables and
simple percentages in analyzing data collected also establishes the
validity of this work.

3.7 METHODS OF DATA COLLECTION

Data was collected from the respondents in the immediate

service area of Grace 95.5 FM within the Lokoja metropolis. The
questionnaire was used which was not distributed by the researcher due
to distance but it was distributed by a trusted staff of Grace 95.5 FM
Lokoja for the researcher.
 41

3.8 METHOD OF DATA ANALYSIS

The method of data analysis is descriptive analysis and simple

percentage which were both employed. By descriptive analysis, data related to
statistical analysis was summarized. The data used were organized in simple
table, frequency distribution and percentage.

Most of the data were codified, numerically with the percentage

of respondents presented fully to grasp the implication of their views as
they affect the research question.

Also chi-square statistical technique was used in testing hypotheses generated.

Formula for chi-square

X2 = ∑ (O –E )
E

Where ∑ = Summation
O = Observed
E = Expected
 42

REFERENCES

Nnayelugo, O. (2001). Mass Communication Research: Issues and

Methodologies. Nsukka: Ap Express Publishers.

Obioma, E. (1976). Research Methodology. Ibadan: Heinemann

Educational Books Plc.

Ogbuoshi, L. I. (2006). Understanding Research Methods and Thesis

Writing. Enugu: Linco Enterprise.

Ogili, E. E. (2005). Project Writing: Research Best Practices. Enugu:

Adels Foundation Publishers.

Osuala, S. (1982). Introduction to Research Methodology. Nigeria:

Africana Feb Publishers Ltd.
 43

CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

4.1 DATA PRESENTATION AND ANALYSIS

The data elicited from the questionnaire employed in the course

of the research are presented and analyzed in this chapter in line with the
research questions previously established for the same purpose.

QUESTIONNAIRE RETURNED

A total of 130 questionnaires were printed and distributed to the

inhabitants of Lokoja metropolis. And only 100 were returned.

TABLE 1: SEX

VARIABLES FREQUENCY PERCENTAGE

MALE 76 76%
FEMALE 24 24%
TOTAL 100 100%
According to the table, 76 respondents representing 76% were
male while 24 respondents representing 24% were female. Therefore,
there were more male respondents than female ones.
 44

TABLE 2: AGE

VARIABLES FREQUENCY PERCENTAGE

17-22 16 16%
23-28 36 36%
29-34 29 29%
35-40 14 14%
41 AND ABOVE 5 5%
TOTAL 100 100%
In the age distribution, 16 respondents representing 16% were
within 17-23 age brackets, 36 respondents representing 36% were within
23-28 age brackets, 29 respondents representing 29% were within 29-34
age brackets, 14 respondents representing 14% were within 35-40 age
brackets and 5 respondents representing 5% were 41 and above of age.
This shows that those within the age bracket of 23-28 form the majority
of the respondents.

TABLE 3: MARITAL STATUS

VARIABLES FREQUENCY PERCENTAGE

SINGLE 60 60%
MARRIED 28 28%
DIVORCED 2 2%
WIDOWED 6 6%
OTHER 4 4%
TOTAL 100 100%
In marital status, 60 respondents representing 60% were single,
28 respondents representing 28% were married, 2 respondents
representing 2% were divorced, 6 respondents representing 6% were
 45

widowed and 4 respondents representing 4% fall under the other

category. Single respondents were more.

TABLE 4: OCCUPATION

VARIABLES FREQUENCY PERCENTAGE

STUDENT 58 58%
CIVIL SERVANTS 20 20%
SKILLED LABOUR 8 8%
BUSINESS 13 13%
OTHER 1 1%
TOTAL 100 100%
In occupation, 58 respondents representing 58% were students,
20 respondents representing 20% were civil servants, 8 respondents
representing 8% were skilled laborers’, 13 respondents representing 13%
were into business and 1 respondent representing 1% fall under the other
category. From the results, student respondents were more.

TABLE 5: EDUCATIONAL QUALIFICATION

VARIABLES FREQUENCY PERCENTAGE

PRIMARY 0 0
WAEC/NECO 12 12%
OND/HND 31 31%
DEGREE 48 48%
MASTERS AND 7 7%
ABOVE
OTHER 2 2%
TOTAL 100 100%
In educational qualification, no respondent had only primary
education, 12 respondents representing 12% have WAEC/NECO
 46

qualification, 31 respondents representing 31% are ND holders, 48

respondents representing 48% are degree holders, 7 respondents
representing 7% have masters degree and above, and 2 respondents
representing 2% have other qualifications. From the result, degree
holders were more.

TABLE 6: DO YOU LISTEN TO RADIO?

RESPONSES FREQUENCY PERCENTAGE

YES 65 65%
NO 35 35%
TOTAL 100 100%
According to the table, 65 respondents representing 65% listen to
radio while 35 respondents representing 35% do not listen to radio.

TABLE 7: IF YES YOU LISTEN

RESPONSES FREQUENCY PERCENTAGE

VERY 26 26%
OCCASIONALLY
OCCASIONALLY 24 24%
OFTEN 20 20%
VERY OFTEN 30 30%
TOTAL 100 100%
According to the table, 26 respondents representing 26% listen to
radio very occasionally, 24 respondents representing 24% listen to radio
occasionally, 20 respondents representing 20% listen to radio often and
30 respondents representing 30% listen to radio very often.
 47

TABLE 8: WHAT KIND OF PROGRAMMES DO YOU ENJOY

LISTENING TO MOST?

RESPONSES FREQUENCY PERCENTAGE

INFORMATIVE 14 14%
ENTERTAINMENT 56 56%
SPORTS 24 24%
CURRENT AFFAIRS 6 6%
TOTAL 100 100%
According to the table, 14 respondents representing 14% enjoy
listening to informative programmes most, 56 respondents representing
56% enjoy listening to entertainment programmes most, 24 respondents
representing 24% enjoy listening to sports programmes most and 6
respondents representing 6% enjoy listening to current affairs
programmes most.

TABLE 9: DO YOU LISTEN TO THE PROGRAMME “SOUL

MENDER” ON GRACE 95.5 FM?

RESPONSES FREQUENCY PERCENTAGE

CONSTANTLY 76 76%
OCCASIONALLY 15 15%
SELDOMLY 9 9%
NEVER 0 0
TOTAL 100 100%
According to the table, 76 respondents representing 76%
constantly listen to soul mender, 15 respondents representing 15%
occasionally listen to soul mender, 9 respondents representing 9%
 48

Seldomly listen to soul mender and no respondent never listen to soul

mender on Grace fm.

TABLE 10: IF YES YOU ENJOY THE PROGRAMME “SOUL

MENDER”?

RESPONSES FREQUENCY PERCENTAGE

VERY MUCH 62 62%
MUCH 18 18%
NOT MUCH 16 16%
NOT VERY MUCH 4 4%
TOTAL 100 100%
According to the table, 62 respondents representing 62% enjoy
the programme very much, 18 respondents representing 18% enjoy the
programme much, 16 respondents representing 16% do not enjoy the
programme much and 4 respondents representing 4% do not enjoy the
programme very much.

TABLE 11: DO YOU PARTICIPATE ACTIVELY IN THE

PROGRAMME “SOUL MENDER”?

RESPONSES FREQUENCY PERCENTAGE

CONSTANTLY 42 42%
OCCASIONALLY 28 28%
SELDOMLY 13 13%
NEVER 17 17%
TOTAL 100 100%
According to the table, 42 respondents representing 42%
constantly participate actively in the programme, 28 respondents
representing 28% occasionally participate actively in the programme, 13
 49

respondents representing 13% Seldomly participate actively in the

programme and 17 respondents representing 17% never participate
actively in the programme “soul mender”.

TABLE 12: AUDIENCE OPINION INFLUENCE PROGRAMME

PLANNING.

RESPONSES FREQUENCY PERCENTAGE

STRONGLY AGREE 56 56%
AGREE 24 24%
NO OPINION 6 6%
DISAGREE 10 10%
STRONGLY 4 4%
DISAGREE
TOTAL 100 100%
According to the table, 56 respondents representing 56%
strongly agreed that audience opinion influence programme planning, 24
respondents representing 24% agreed that audience opinion influence
programme planning, 6 respondents representing 6% had no opinion, 10
respondents representing 10% disagreed that audience opinion influence
programme and 4 respondents representing 4% strongly disagreed that
audience opinion influence programme planning.
 50

TABLE 13: IT IS BENEFICIAL FOR PHONE-IN TO BE USED IN

PROGRAMME PLANNING.

RESPONSES FREQUENCY PERCENTAGE

STRONGLY AGREE 55 55%
AGREE 15 15%
NO OPINION 4 4%
DISAGREE 20 20%
STRONGLY 6 6%
DISAGREE
TOTAL 100 100%
According to the table, 55 respondents representing 55%
strongly agreed that it is beneficial for phone-in to be used in programme
planning, 15 respondents representing 15% agreed that it is beneficial for
phone-in to be used in programme planning, 4 respondents representing
4% had no opinion, 20 respondents representing 20% disagreed that it is
beneficial for phone-in to be used in programme planning and 6
respondents representing 6% strongly disagreed that it is beneficial for
phone-in to be used in programme planning.

TABLE 14: IS SOUL MENDER INTERACTIVE?

RESPONSES FREQUENCY PERCENTAGE

CONSTANTLY 60 60%
OCCASIONALLY 30 30%
SELDOMLY 10 10%
NEVER 0 0
TOTAL 100 100%
According to the table, 60 respondents representing 60% say
soul mender is constantly interactive, 30 respondents representing 30%
 51

say soul mender is occasionally interactive, 10 respondents representing

10% say soul mender is Seldomly interactive and no number of
respondent say soul mender is never interactive.

TABLE 15: RATE THE DEGREE OF INTERACTIVENESS IN

THE PROGRAMME “SOUL MENDER”.

RESPONSES FREQUENCY PERCENTAGE

VERY HIGH 52 52%
HIGH 33 33%
LOW 13 13%
VERY LOW 2 2%
TOTAL 100 100%
According to the table, 52 respondents representing 52% rate the
degree of interactiveness on soul mender as being very high, 33
respondents representing 33% rate the degree of interactiveness on soul
mender as being high, 13 respondents representing 13% rate the degree
of interactiveness on soul mender as being low and 2 respondents
representing 2% rate the degree of interactiveness on soul mender as
being very low.

4.2 HYPOTHESES TESTING

HYPOTHESIS ONE

STEP 1: H1- The phone-in programme “Soul Mender” on Grace FM to

an extent provides the expected feedback required of the target audience.
 52

H0- The phone-in programme “Soul Mender” on Grace FM to an

extent does not provide the expected feedback required of the target
audience.

This hypothesis is related to questionnaire item 11.

STEP 2: Statement of test statistics

X2 = ∑ (O-E)2

STEP 3: State level of significance

0.05

STEP 4: State degree of freedom

d.f =k-1

=4-1 =3

STEP 5: Determine critical value

7.815

STEP 6: Computation of test statistics

 53

RESPONSES OBSERVED EXPECTED

CONSTANTLY 42 25
OCCASIONALLY 28 25
SELDOMLY 13 25
NEVER 17 25
TOTAL 100 100
Expected = Total observed

No of alternative responses

100 =25

RESPONSES O E O-E (O-E) (O-E)2

E
CONSTANTLY 42 25 17 289 11.56
OCCASIONALLY 28 25 3 9 0.36
SELDOMLY 13 25 -12 144 5.76
NEVER 17 25 -8 64 2.56
TOTAL 100 100 20.24
X2 =20.24

DECISION RULE: Comparing table value of X2 with the calculated

value of X2 20.24 > 7.815

CONCLUSION: Since the calculated chi-square value is greater than the

table value, we accept alternative hypothesis (H1) and reject null
hypothesis (H0).
 54

Therefore, the phone-in programme “soul mender” on Grace FM

to an extent provides the expected feedback required of the target
audience.

HYPOTHESIS TWO

Step 1: H1 – A phone-in programme is important in the programmes

planning on Grace FM.

H0 – A phone-in programme is not important in the programmes

planning on Grace FM.

This hypothesis is related to questionnaire item 13

Step 2: Statement of test statistics.

X2 = ∑ (O-E) 2

Step 3: State level of significance

0.05

Step 4: State degree of freedom

d.f = k-1

= 5-1 = 4
 55

Step 5: Determine critical value

9.488

Step 6: Computation of test statistics

RESPONSES OBSERVED EXPECTED

STRONGLY AGREE 55 20
AGREE 15 20
NO OPINION 4 20
DISAGREE 20 20
STRONGLY 6 20
DISAGREE
TOTAL 100 100
Expected = Total observed

No. of alternative responses.

= 100 = 20

RESPONSES O E O-E (O-E)2 (O-E)2

E
STRONGLY AGREE 55 20 35 1225 61.25
AGREE 15 20 -5 25 1.25
NO OPINION 4 20 -16 256 12.8
DISAGREE 20 20 0 0 0
STRONGLY 6 20 -14 196 9.8
DISAGREE
TOTAL 100 100 85.1
X2 = 85.1
 56

DECISION RULE: Comparing table value of X2 with the calculated

value of X2 – 85.1 > 9.488

CONCLUSION: Since the calculated value is greater than the table

value, we accept alternative hypothesis (H1) and reject null hypothesis
(H0).

Therefore, it is beneficial for phone-in to be used in programmes

planning.

HYPOTHESIS THREE

Step 1: H1 – Soul Mender on Grace FM is truly interactive.

H0 – Soul Mender on Grace FM is no truly interactive.

This hypothesis is related to questionnaire item 14.

Step 2: Statement of test statistics.

X2 =∑ (O-E) 2

Step 3: State level of significance.

0.05

Step 4: State degree of freedom.

d.f = k-1
 57

= 4-1 = 3

Step 5: Determine critical value.

7.815

Step 6: Computation of test statistics.

RESPONSES OBSERVED EXPECTED

CONSTANTLY 60 25
OCCASIONALLY 30 25
SELDOMLY 10 25
NEVER 0 25
TOTAL 100 100
Expected = Total observed

No. of alternative responses

= 100 = 25

RESPONSES O E O-E (O - E)2 (O - E)2

E
CONSTANTLY 60 25 35 1225 49
OCCASIONALLY 30 25 5 25 1
SELDOMLY 10 25 -15 225 9
NEVER 0 25 -25 625 25
TOTAL 100 100 84
X2 = 84

DECISION RULE: Comparing table value of X2 with the calculated

value of X2 – 84 > 7.815
 58

CONCLUSION: Since the calculated value is greater than the table

value, we accept alternative hypothesis (H1) and reject null hypothesis
(H0).

Therefore, Soul Mender on Grace FM is truly interactive.

4.3 DISCUSSION ON FINDINGS.

The result of this research study shows that there is statistical

support to the hypotheses tested. The implication of this is that there is
no statistical support for the null hypotheses (H0). Therefore, they were
statistically insignificant and rejected.

The following alternative hypotheses (H1) were accepted.

 The phone-in programme “Soul Mender” on Grace FM to an

extent provides the expected feedback required of the target
audience.
 A phone-in programme is important in the programmes
planning on Grace FM.
 Soul Mender on Grace FM is truly interactive.

The result of this study shows that phone-in programmes as a

source of feedback has an impact on the audience. To collaborate this,
Bittner, John (1989), said feedback could be used to make the following
decisions in programming.

 To decide whether to air the programme at all.

 59

 To reschedule the programme for another time or period

to suit the (her) audience.
 To cancel the programme entirely.

The result also shows that media managers make use of feedback
through this phone-in programme as it is aired based on audience
demand.

However, the study shows that audience rarely give their

feedback and this affects programme planning by media managers
because they do not know the desires of their listening audience. And
going by the theory used by the researcher (Uses and Gratification
Theory) this has to do with what people do with the media.

Finally, it is the candid opinion of the researcher that if listeners

send their honest reaction about the programme “Soul Mender” then the
services rendered to them will improve immensely. They should not
forget that Soul Mender is meant for them. In other words, they are the
reason for the establishment of Grace FM which airs Soul Mender. It
therefore becomes our individual responsibility to recognize phone-in
programmes as a media tool used by media audience in sending
immediate feedback.
 60

REFERENCES

Akuezuilo, E. (1993) Research Methodology and Statistics. Nigeria:

Neul Centi (Nig) Publishers.

Igwenagu, C. (2006). Basic Statistics and Probability. Enugu: Prince

Press and Communications.
 61

CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS FOR

FURTHER STUDY.

5.1 SUMMARY

Phone-in programmes serve as a means of getting feedback from

media audiences. Feedback refers to those responses and reactions of the
receiver to messages received from the sender of the mass media that
shape and alter the subsequent messages of the sender. It is a reversal of
the flow of information. The original sender becomes the receiver; the
original receiver becomes the new sender indicating an interactive mode
of communication.

A response from the receiver is an appropriate way to determine

whether the intended message has been received and understood by the
receiver. Phone-in programmes serve as immediate means of getting
feedback usually in cases when both sender and receiver are connected
by a mobile device. In such case the sender receives the view and
opinion of the audience who serve as receiver.

Feedback has a tendency of making communication a continuous

process, as it has the capacity to change the course and pattern of
communication encounter between persons or among individuals.
 62

Phone-in programme is a very important yardstick for measuring

audience acceptance and participation in programmes: in this case “Soul
Mender”. A very important element would be missing if feedback
through phone-in programme is omitted from the basic structure of
communication which contains sender, message, channel and receiver.

5.2 CONCLUSIONS

The impact of phone-in programmes cannot be over

emphasized. From the result of the research carried out, it is obvious that
phone-in programmes help in enhancing audience participation in Soul
Mender on Grace 95.5 FM station. It creates a source and avenue for
continuous interaction between the source and the receiver.

Phone-in programmes help media managers in programme

packaging because while at it, they will decide whether to reschedule the
said programme, cancel it or go ahead and air it or change the presenter.

Finally, phone-in programmes help in assessing programme

performance if it is interactive or not. Through phone-in programmes,
media operators will know whether the set aim of the programme is
being achieved, whether presenters are doing their work effectively and
whether people like the programme or not. No doubt, phone-in
programmes especially Soul Mender has contributed greatly to audience
participation on Grace 95.5 FM.
 63

5.3 RECOMMENDATIONS FOR FURTHER STUDY

Since Grace FM is a private owned media outfit, it is suggested

that its promoters step up its finance to enable it perform. Where this is
not feasible, joint ownership should be worked out.

An established regular system of feedback collection through

phone-in programmes should be worked out for consideration by the
media operators/ managers which will enable them act efficiently and
effectively in entrenching the indispensable role of feedback through
phone-in programmes in FM broadcasting.

Attention should be paid towards packaging of phone-in

programmes which will serve as a means of audience participation as
this will encourage listeners to participate fully in Soul Mender on Grace
95.5 FM. This therefore will help audience pulse to be felt by media
managers.

Regular maintenance and procurement of equipment should be

carried out as at when due so that breakdown in transmission will be
minimized.

Finally, since the major languages of the immediate area of

Grace 95.5 FM are Yoruba and Igala, phone-in programmes with rich
cultural content which are of relevance to the people, should be
developed to serve the needs of the audience.
 64

BIBLIOGRAPHY

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York: McKay.
 65

Folarin, Y. (1998). Homophily and Heterophily: A Context of

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Hutchby, I. (1996) Interactional Communication. London: Oxford

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Methodologies. Nsukka: Ap Express Publishers.

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Educational Books Plc.
 66

Ogbuoshi, L. I. (2006). Understanding Research Methods and Thesis

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www.education.com
 67

Http. // ask. Com

“Phone-in Programmes”. Retrieved January 7, 2010, from

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 68

APPENDIX

Mass Communication Department

Caritas University
Amorji – Nike
Enugu state.
1st June 2010
Dear respondent,

I am a final year student of the above mentioned institution, who

is currently carrying out a research on “The impact of phone-in
programmes: a study of “Soul Mender” on Grace 95.5 FM Lokoja, Kogi
state”.

This study is in partial fulfillment of the requirements for the

award of a Bachelor of Science (B.Sc.) degree in Mass Communication
at Caritas University Amorji-Nike, Enugu state.

To accomplish this research work, you are expected to help the

researcher by responding to these questions.

This is purely an academic exercise and the confidentiality of

information you give is assured. Thanks for your co-operation.

Yours faithfully

Kolawole Bolanle
 69

Please tick appropriately in the space provided. { }

This questionnaire is divided into two parts namely part A which

contains personal data and part B.

PART A (PERSONAL DATA)

 Sex
o Male { } female { }
 Age
o 17-22 { } 23-28 { } 29-34 { }
o 35-40 { } 41 and above { }
 Marital status
o Single { } married { } divorced { }
o widowed { } other { }
 Occupation
o Student { } civil servant { } skilled labour { }
o business { } other { }
 Educational qualification
o Primary { } WAEC | NECO { } OND | HND { }
o degree { } masters degree and above { }other { }
 70

PART B

 Do you listen to radio?

o Yes { } No { }

 If yes, you listen.

o Very occasionally { } Occasionally { } Often { }
o Very often { }
 What kind of programme do you enjoy listening to most?
o Informative { } Entertainment { } Sports { }
o Current affairs { }
 Do you listen to the programme “Soul Mender” on Grace 95.5
FM?
o Constantly { } Occasionally { } Seldomly{ }
o Never { }
 If yes, you enjoy the programme “Soul Mender”?
o Very much { } Much { } Not much { }
o Not very much { }
 Do you participate actively in the programme “Soul Mender”?
o Constantly { } Occasionally { } Seldomly{ }
o Never { }
 Audience opinion influence programme planning.
o Strongly agree { } Agree { } No opinion { }
 71

o Disagree { } Strongly disagree { }

 It is beneficial for phone-in to be used in programme planning.
o Strongly agree { } Agree { } No opinion { }
o Disagree { } Strongly disagree { }
 Is Soul Mender interactive?
o Constantly { } Occasionally { } Seldomly { }
o Never { }
 Rate the degree of interactiveness in the programme “Soul
Mender”.
o Very high { } High { } Low { }Very low { }

Thanks for your cooperation.