Youth Radio Listening Habits and Station Preferences in Nigeria:. The dynamics of selectivity and gratifications among 15 to 24s in Lagos State

      Аннотация: Liberalization of broadcast industry in 1992 lead to increase in the number of commercial radio stations in Nigeria, this in turn posed a big challenge to radio proprietors, producers, director, script writers and advertising companies to have a well packaged contents that will gratify Nigerians, with about 70% of the total population of Nigeria as youth, this book take a cursory approach in determining the dynamics of youth selective forces and what gratify them into choosing programme, time, place and the device they used in listening to radio station, it also x-rayed the gratifications of advertisers and station owners. The book is an eye opener to African advertising companies, rating outfits and all radio journalism stakeholders in finding the appropriate approach in reaching youth as well as in their quest to have more revenue.

Ключевые слова: Youth, Nigeria, Uses and Gratifications, Lagos State, youth and radio, radio listenership in Nigeria, frequency of radio listenership, radio station preferences, audience reach, audience share, audience size, mobile phone and youth, selectivity theory, youth habit, technology determinism. FM, SW, AM and FRCN.