A study of Acceptance and Radio Role Among Women in Semporna, Sabah

Kajian Penerimaan dan Peranan Radio dalam Kalangan Wanita di Semporna, Sabah

  • Intan Soliha Ibrahim Fakulti Sains Sosial dan Kemanusiaan, Universiti Malaysia Sabah, Jalan UMS, Kota Kinabalu, Sabah, MALAYSIA
  • NorHissam Sulaiman Universiti Utara Malaysia, Sintok, Kedah, MALAYSIA
  • Assis Kamu Fakulti Sains dan SumberAlam, Universiti Malaysia Sabah, Jalan UMS, Kota Kinabalu, Sabah, MALAYSIA
Keywords: radio, acceptance, role, women, Semporna, Sabah

Abstract

Radio used to disseminate information, education and entertainment which is influential and popular medium among societies in Malaysia around 1921 to 1984. However, the commercialization and digitization of the radio industry around 1984 and 1996 has changed its role. Numerous communications scholars claim that radio as a medium of communication and information is almost gone. Thus, this study aims to examine the acceptance and role of radio among women in Semporna, Sabah. Structured questionnaires used in this study were to obtain the required information from 294 female respondents and who had been randomly selected to participate. The collected data then was analysed using chi-square test, factor analysis and Kruskal-Wallis test with Bonferroni correction. 58.5% of respondents stated that they are still listening to the radio, which is related to the radio set's ownership. Entertainment-related programs are the main programs heard by the respondents. Factor analysis shows that the most radio programs heard by respondents fall into four categories, namely programs for women, pograms for relaxation, programs for information and motivation, as well as programs for entertainment. The results show that radio is still acceptable among women and influenced by variety of devices used to access the radio. It was identified that the digital age's radio role changed with a greater focus on entertainment purposes. However, radio has a vital role in conveying information and education to the community in which radio content created based on the guidelines of the Malaysian Broadcasting Department and the Malaysian Communications and Multimedia Commission. This study is expected to help the national radio industry in the future in developing programs specifically for women.

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Published
2021-06-28
How to Cite
Ibrahim, I. S., Sulaiman, N., & Kamu, A. (2021). A study of Acceptance and Radio Role Among Women in Semporna, Sabah. Perspektif: Jurnal Sains Sosial Dan Kemanusiaan, 13(1), 70-84. https://doi.org/10.37134/perspektif.vol13.1.7.2021