RURAL AUDIENCES

This study examined the role of radio as a medium of mass communication in rural Nigeria, with particular attention to its influence on information dissemination, education, and community development. The motivation for this research stems from the continued relevance of radio in rural areas despite the growth of digital technologies, owing to its affordability, accessibility, and ability to reach large and diverse audiences. The study adopted the survey research method, using questionnaires and interviews administered to rural dwellers in selected communities within Oredo Local Government Area, Edo State. The total population of the study comprised 374,500 rural residents, out of which a sample size of approximately 4,000 respondents was drawn using the Taro Yamame formula to ensure representativeness. The Uses and Gratifications Theory and the Development Media Theory provided the theoretical framework, offering insights into how rural audiences actively engage with radio to satisfy their information, educational, and entertainment needs. Data collected were analyzed using frequency and percentage tables, which helped to interpret respondents’ opinions in measurable terms. Findings revealed that radio remains the most accessible and trusted medium of communication in rural Nigeria, significantly contributing to awareness on agriculture, health, politics, and social issues. However, challenges such as irregular power supply, language barriers, and limited coverage in remote areas were identified as major constraints to its effectiveness. The study concludes that radio plays a vital role in empowering rural communities through timely information and participatory programming. It recommends that government and broadcasters invest in rural-oriented content, community radio initiatives, and multilingual broadcasting to enhance the impact of radio as a tool for rural development.