Radio Broadcasting and Its Impact on Audience Behavior - Within the Framework of Cultivation Theory and Uses and Gratifications Theory

Abstract

The aim of this study was to uncover the impact of radio broadcasting on the behavior of the audience, from the perspective of the Uses and Gratifications Theory and the Cultivation Theory. This was done by understanding the nature of the relationship between radio broadcasting and theoretical backgrounds, and how media content contributes to influencing the listeners' behaviors, both morally and materially. The research problem was embodied in answering the main question: How does radio broadcasting affect the audience's behavior?

The study concluded with several findings, including that radio broadcasting affects the audience's behavior directly or indirectly. Additionally, the theoretical background is related to and influences radio broadcasting since media content embodies the principles of the theoretical backgrounds through what it presents.