| Summary: | 碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 96 === This study aimed to investigate the broadcasting effect of local AM radio stations on elderly people. The study was conducted using questionnaire survey in conjunction with in-depth surveys with interview. The recruited elderly people, who lived in Nantou, at age greater than 65 year old were investigated and separated into two groups: experimental group and control group. The Chung Hsing Station, Taiwan Radio Corporation, which was over 50 year old, was selected for a case study subject. Statistical analytical methods such as descriptive statistics, t-test, χ square test, ANOVA in conjunction with Post Hoc were conducted using SPSS 12.0 software and EXCEL in order to investigate the effect of radio program types and radio listening motives as well as contents of local radio programs on the level of recognition and attitude of elderly radio audiences. In addition, demographical data of elderly audiences of local radio stations were used to investigate the effect of radio program contents on the level of recognition and attitude.
The statistical results show that 70.7% of elderly people, who were in the experimental group, were used to listening to radio every day. 22.3% of them spending 4-6 hours listening to radio every day were in the majority while 19.1 % of them spent more than 10 hours. Most of elder radio audiences (68.8%) usually listened to radio at rest (including sleeping). This indicates that part of the elder audiences liked to sleep with turning on the radio. In terms of radio program types, music programs were in the first place and listened by 98.1% of elder radio audiences. With respect to radio listening motives, the first place was “need a sound to accompany and to dispose of loneliness and 97.4% of elder radio audiences select this one while the second was “entertainment” and “radio host”. However, the elder radio audiences didn’t like call-in to express their opinions and interaction with radio hosts and other audiences and didn’t have any expectations to get rewards given from radio programs.
The recognition results obtained from elder subjects, who listened and didn’t listen to local AM radio programs show that the elder radio audiences in the experimental group significantly changed their recognition levels after listening to radio programs (p<0.05) while in the control group, there was no significant difference in recognition levels before and after tests for elder subjects, who didn’t listen to radio. The attitude results show that the significant change in the level of attitude was found for most of elder radio audiences in the experimental group after listening to radio programs while this significant difference in attitude levels before and after tests was not found for elder subjects, who didn’t listen to radio in the control group. Demographical data didn’t significantly affect the recognition results and attitude results obtained from elder radio audiences in the experimental group before and after tests.
This study shows that listening to local AM radio station has an effect on the levels of recognition and attitude for elder people and demonstrates its effectiveness of broadcasting. The results also shows that 29% of elder radio audiences in the experimental group only listened to the Chung Hsing Radio Station without listening to others and this shows their loyalty to this station. The radio station is a kind of elders’ friend, which is so called “ a soul mate” or “ a company at work or life”. In addition, we found that 85% of elder radio audiences in the control group would like to accept suggestions from radio hosts to make a few changes in their life and to believe professionals’ words on the radio program.
|
|---|
