PROPAGATING

This study was carried out to evaluate the impact of radio in propagating Edo culture amongst students in the University of Benin. The aim of this study was to examine students’ perception of radio programmes propagation of Edo culture among students. Agenda-setting theory was used as the theoretical framework, while data were collected through an online questionnaire administered to a purposive sample size of 168 Mass Communication students across various academic levels at the University of Benin, Ekehuan Campus. Descriptive statistics tools such as tables, frequency counts, and simple percentages, were used to analyse the obtained data. The findings obtained revealed that the majority of the students are exposed to Edo cultural programmes on radio, while some acknowledge their significance particularly in learning about Edo history and customs. These programmes were perceived as effective in motivating cultural participation and inclusivity. Music was also found to be one of the most preferred radio contents among students, overshadowing cultural and educational programmes. Despite this, there is strong support for the increased inclusion of Edo cultural content on radio. The study concludes that radio remains an indispensable medium for cultural education preservation, and revival. Yet, to fully realise its potential in propagating Edo culture among students, programme quality, content relevance, and audience engagement must be improved. The study, therefore, recommends the following: collaboration between broadcasters and cultural experts to develop engaging cultural content, scheduling programmes at convenient times for students, employing interactive storytelling techniques, integrating cultural education within academic institutions, instituting government policies to mandate indigenous cultural programming, and conducting regular audience evaluations to improve programme effectiveness.