A Study of Community Radio Audiences (Public Sector)

Abstract

This research aimed to study the audiences of community radio (public sector), referring to local radio stations which were founded according to the intention of the Constitution of the Kingdom of Thailand (B.E. 2540), using a combination of quantitative and qualitative research methods to study audiences in 6 regions.
The study found that most community radio audiences in all regions are of middle-age and elderly groups. The major problem regarding exposure is unclear transmission caused by frequency interference or overlapping. Moreover, it found that audiences generally listen to entertainment programs. They tend to like programs with homegrown styles or ones using local languages. Country music and folk music are the most popular genres. Audiences also like to listen to news that is close and related to their lifestyle.
The results concerning audiences’ understanding toward the roles, philosophy, principle and existence of community radio stations showed that the audiences’ understanding toward the basic principle of community radio is in a “high” level, particularly the acceptance of community radio’s role as a communication tool that links local people together, and as a place to promote local artists’ performance and to preserve community culture. Moreover, the audiences’ understanding toward the role of community radio is in a “high” level, especially as a content and entertainment provider, a complaint unit concerning problems with the quality of life in their community, and a communication tool that buildsvillagers’ network and alliance among communities.
The result of the study concerning audiences’ aware¬ness of the impact of community radio on the way of life, culture, lifestyle, etc. showed that audiences’ awareness of the impact of community is in a “high” level, particularly the awareness that community radio enables members to communicate more, helps audiences relaxed, becomesa reliable medium, creates unity and public consciousness, and performs as an alternative medium for self and community development.
The results concerning audiences’ participation with community radio operation showed that most audiences do not participate in founding, planning and setting policy of the station, and the majority of them are never aware of the invitation to partake in the station’s activities. However, most audiences have participated in monitoring and evaluating the appropriateness and accuracy of content, and monitoring whether the content is transparent, unbiased, and fair. Audiences explain that their non-participation was due to the lack of understanding in community radio’s principle and role, as well as the monitoring and evaluation scheme. They add that the unclear transmission, which obstructs the exposure, prevents them from being informed of thestation’s activities. The research also found that people who did not participate in community radio activities since the beginning do not form any relationship with the station.