Authors : Tunji Adepoju
Abstract: The study sought to determine, the extent to which some personal and environmental variables predict adult audience attitude towards broadcast news. Sample for the study was made up of 180 randomly selected respondents of both sexes but from heterogenous and diverse backgrounds from 6 local government areas in Ibadan city, Nigeria. Data were collected using Attitude Towards Broadcast News Scale with construct validity and internal reliability coefficient of 0.874 (Cronbach coefficient alpha). Data analysis involved the use of Multiple Regression Analysis. The findings showed that the seven personal and environmental variables in the study, when taken together were quite effective in predicting adult audience attitude broadcast news with Multiple R = 0.70 and R2 = 0.59. It further showed that only four of the variables viz marital status, type of employment, literacy level and age, exert significant influence on attitude towards broadcast news. The findings have important implications for broadcast media practice, communication and media art students, language, communication and media arts instructors, scholars and professionals, literacy planners, policy makers and the society at large.
Tunji Adepoju , 2010. Personal and Environmental Variables as Predictors of Adult Audience Attitude Towards Broadcast News. Pakistan Journal of Social Sciences, 7: 81-84.