STRUCTURE AND CONTENT OF FM RADIO TALK SHOWS AND THEIR EFFECTS ON COMMUNICATION OF UNIVERSITY STUDENTS IN ELDORET TOWN, KENYA

Abstract

The majority of the consumers of radio stations’ programming are the youth, most of whom are students in high schools, colleges, and universities. Therefore, the main objective of this study was to examine the structure and content of FM radio talk shows and their effects on communication of university students in Eldoret Town, Kenya. The objectives of the study were to examine the structure of FM radio talk shows listened by university students in Eldoret Town, to determine the communication strategies employed in presenting radio talk shows as listened by university students in Eldoret Town, to determine the factors that influence the choice of FM talk shows by university students in Eldoret town, and to examine the influence of FM radio talk shows on university students’ ways of communicating. The study utilized a mixed method research approach that made use of both quantitative and qualitative methods of data collection and analysis. It was guided by the Uses and Gratification Theory. The target population of the study were students from university campuses within Eldoret, and the sample size was 300. The researcher adopted a stratified sampling and simple random sampling technique to arrive at the sample that would best fit or present the intended purpose of the research. Data was collected using a questionnaire and Focus Group Discussion. The collected data was analyzed using descriptive statistical techniques that included frequencies, percentages. The data was then presented using tables, pie charts, and bar graphs. Qualitative data was analyzed thematically. The study findings revealed that Structure of FM radio talk shows have a positive and significant effect on FM Radio Talk Shows on Communication of University Students (β1=0.129, p=0.010). Communication strategies employed had a positive and significant effect on FM Radio talk shows on communication of university Students (β2=0.169, p=0.012). Factors that influence the choice of FM talk shows was found to have a positive and significant effect on FM Radio Talk Shows on communication of university students (β3=0.282, p=0.000). Influence of FM radio talk shows was found to have a positive and significant effect on FM Radio Talk shows on communication of University Students (β4=0.309, p=0.000). The study concluded that FM radio talk shows in Eldoret Town have a consistent format but vary in their approaches and guest selection. Effective communication strategies are important in engaging university students. Factors beyond music preference influence the choice of FM talk shows among university students. The study recommended that radio stations targeting university students should create a balanced format that includes a mix of content and segments, incorporate audience participation and diverse perspectives, and feature knowledgeable hosts and high-quality guests. Radio talk show presenters should analyze their audience effectively and employ communication strategies that foster engagement, such as active listening and utilizing multiple modes of communication. Radio stations should consider factors beyond music preference when designing their programming schedules, such as content relevance, interactivity, and convenient timing.