| dc.description.abstract | This study tested the significance of Muuga FM in the socio - economic development of the station's target audience. It sought to establish what programs are favored by the audience, why, and what influence these programs have on the audience. This study also evaluated the reach effectiveness of Muuga FM and the extent to which this reach influences their opinions, attitudes, knowledge, and practices; culturally and socio - economically.
The study findings established that Muuga FM has contributed greatly to the social and economic development of its listeners through various programs. A total of 14 programs were named by respondents from different groups (youth, young adults, mature adults and elderly) as being the most educative, informative and entertaining. These programs' content ranges from farming lessons, education, law and human rights, youth issues, health and comedy. Among these programs, six were mentioned as being the most listened to by respondents from all groups.
The respondents reported that their economic status had improved since they started listening to the station's programs, especially farming, health and education. These programs have been a source of important information on the new and improved farming methods that increase harvests, proper nutrition and care for good health and how education opens opportunities to a better life. The study noted that there was positive change of behavior and attitudes among the youth, who were involved in vices such as drug abuse and petty theft. There was a decrease in destructive behavior since the youth started listening to and participating in the radio programs. Male respondents from other age-groups also shared that they had been challenged to work hard to provide for their families, as opposed to the past when they left their wives to do most of the work.
In conclusion, the study established that there is a difference in the social and economic status of the audience of Muuga FM, since inception. Findings suggest that the radio has effectively helped bridge the gap between those who were empowered through information and those who had no access to that information. | en_US |
