BROADCAST MEDIA AND CREDIBILITY LEVEL IN OSUN STATE

Abstract

The research is set out to assess the broadcasting media and credibility level in Osun state particularly in the eyes of the audience. The study was anchored on Source Credibility and Uses and Gratifications Theories.The reserach used survey research method coupled with 150 copies of questionnaires that were administered to audience of broadcast stations in Osogbo who were selected using non-probability sampling technique (accidental)to pick respondents particularly in some strategic locations in Osogbo such as Oke-Fia/Alekuwodo, Olaiya/Asubiaro, Ogo Oluwa, Ita-Olokan/Isale-Osun and Station Road/Oja-Oba while 135 copies were returned and analysed using frequency and percentage method. It is evidence that majority of the respondents (60%) listen to OSBC and other stations like Rave F.M and spent at least 2 hours daily. Findings also show that the credibility level of OSBC radio is low. The study recommends that radio stations should be fairness in reporting activities regards government and other issues to earn public trust and confidence while journalists and media should see themselves as responsible citizens and organisation by promoting programmes that will drive audience positively.

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