Authors : Akinyi Irene Yuanitta; Dr. Charles Nyambuga

Volume/Issue : Volume 9 - 2024, Issue 11 - November

Google Scholar : https://tinyurl.com/4mbzyjjn

Scribd : https://tinyurl.com/4rc3674x

DOI : https://doi.org/10.38124/ijisrt/IJISRT24NOV025

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Facing growing competition from other radio stations, Urban Radio (90.7FM) integrated slang into its programming to engage a younger audience. This research evaluated the effectiveness of this strategy in attracting and retaining young listeners, while also assessing its impact on the station’s broader appeal and overall market position. The study aimed to achieve specific objectives: identifying the types of Urban Radio (90.7 FM) programs listened to by youth in Migosi, examining the frequency of youth listenership of Urban Radio’s slang-based programs in Migosi Ward, Kisumu City, and evaluating the satisfaction levels of these listeners. The research was guided by the uses and gratification theory and employed a mixed-method research design. Cross-sectional data was used to explore how Urban Radio’s slang-driven programming influences youth listenership. To determine the sample size, Yamane’s statistical formula was applied, yielding a sample of 275 youths, who were selected through systematic random sampling. The study also included an interview with Urban Radio's program manager, chosen through purposive sampling. Quantitative data was analyzed in SPSS, generating tabulated and graphical reports. Frequency distributions were presented in tables, graphs, and pie charts, while qualitative data was analyzed thematically and presented in prose. The findings revealed that youth listeners tuned in primarily for entertainment, often spending several hours daily listening to music marathons. Most accessed the station via phone and its website, drawn by favorite shows and presenters. Youth actively engaged by texting and commenting on the station’s Facebook page. The study recommends Urban Radio invite professional guests for on-air discussions and encourage listener participation through call-ins and social media interactions.

Keywords : Slang; Urban-Radio; Youthful Listenership; Program Content; Youth Culture.

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