Knowledge, Attitude, and Practices of Listeners towards Community Radio’s Development Programs in New Corella, Davao del Norte, Philippines
Abstract
Despite the assertion that radio is a dying medium due to technological advances, community radio has proven its resilience and relevance as an essential tool for development communication. Launched in 2020, the community FM radio in New Corella, Davao del Norte, has been instrumental in reaching thousands of households with news, entertainment, and developmental initiatives. This program promotes an inclusive, consultative, and participatory approach to local development. Hence, this study investigated the extent of listeners' knowledge, attitudes, and practices (KAP) regarding the development programs and examined the influence of demographic factors on these aspects through a descriptive correlational survey. The 252 listeners were surveyed, and the study found significant associations between their educational attainment, employment status, and ethnicity to their knowledge, attitudes, and practices. These findings underscore the importance of considering demographic variables in enhancing community engagement and the effectiveness of community radio initiatives. Strategies were also proposed to improve development programs based on the data findings such as developing inclusive and creative program content for all ages, ethnicities and genders, and producing radio-based education programs.
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