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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/551

Title: Radio listening behavior of the Bhutanese people in terms of various gratifications
Authors: Tshering, Chhoden
Keywords: Radio
Listening
Behavior
Bhutanese people
Issue Date: 2008
Publisher: Bangkok University
Abstract: The main objective of this research is to examine the different reasons behind a listener’s preference for a particular radio station in Bhutan. This research use the theoretical basis of uses and gratification approach where it assumes that people have certain needs which they need to gratify, and the media being one of the means. With the popularity of the radio on the rise among the Bhutanese population with more choices of radio stations which available to them one feels compelled to try and understand what the appeal is. Since the audiences have the power and capability to judge the values of media content, being aware of audiences’ preference would help the broadcasters plan the content that will appeal to the audiences. the study has no classified variables into independent variable and dependent variables. Rather, the study takes into account the variables as Entertainment, Information, Social Situation, Media Credibility, Demographic, and Psychological. This research is qualitative in nature with a sample of 374, out of which 196 were males and 178 were females. The samples completed a questionnaire of five-point likert scale measurement and the reliability was conducted for each variables. The listeners agreed listening to BBS for immediate news, information on weather, keeping updated with latest announcement, and educational programs to gain knowledge. Bhutanese listeners agree that they listen to Kuzoo FM and Radiovaleey 99.9 FM for latest music. In regard to social dimension for listening, the listeners agreed that they listen to BBS and Kuzoo FM because their family and friends listen to it. The findings in psychological orientation showed that the listeners of BBS and Kuzoo FM 101 agreed that these radio stations help them combat boredom. In terms of media credibility, the listeners agreed BBS, Kuzoo FM and Radiovalley 99.9 FM are believable, provides fair information, and provide appropriate knowledge in a professional manner.
Description: Independent study (MA)--Graduate School, Bangkok University, 2008
Subjects: Radio programs--Bhutan--Case studies
Radio programs--Case studies
Advisor(s): Rosechongporn Komolsevin
URI: http://dspace2.bu.ac.th/jspui/handle/123456789/551
Appears in Collections:Independent Studies
Independent Studies - Master

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