Radio listenership patterns and language preferences A study of selected Yoruba radio programmes

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Published: Nov 24, 2025
DOI: https://doi.org/10.59677/njllcs.v18i2.126
Keywords:
Cultural preservation, Indigenous radio broadcasting, Language preference, Radio Programme, Revitalization, Igbo Radio

Main Article Content

Emmanuel Olumuji
Olabisi Onabanjo University
https://orcid.org/0000-0002-3468-9868
Kayode Awojobi
Olabisi Onabanjo University
https://orcid.org/0009-0005-9620-7376
Odukunle Atewolara-Odule
Olabisi Onabanjo University
https://orcid.org/0000-0002-5924-657X

Abstract

Language plays a fundamental role in communication, culture, and identity, shaping public perception and interaction within society. In mass media, language choice influences audience engagement and fosters cultural connection. This study examines radio listenership patterns and language preferences in Ogun State, Nigeria, focusing on two Yoruba-language programmes: Yoruba Ladun on Eagle 102.5 FM and Yooba Dun on Splash 106.7 FM. Using a mixed-method approach—quantitative surveys and qualitative interviews—the study analyzes audience demographics, listenership habits, and motivations for language preference. Findings reveal a strong preference for Yoruba-language programmes over English-language alternatives, with cultural connection (36.2%) and ease of understanding (34.2%) cited as primary reasons. Young adults aged 18–30 (58.1%) form the largest listener demographic. Both Yoruba Ladun and Yooba Dun enjoy high and consistent listenership, with 81.3% of respondents tuning in regularly. Audiences appreciate segments on folklore, proverbs, and book readings, which reinforce cultural heritage. Interviews with key informants confirm these findings, emphasizing the programmes' success due to engaging, well-researched content. The study concludes that Yoruba-language radio programming thrives due to its cultural relevance and accessibility. To sustain this success, stations should conduct audience analyses, enhance content innovation, and expand culturally rich programming to preserve linguistic heritage.

Article Details

How to Cite
Olumuji, E., Awojobi, K., & Atewolara-Odule, O. (2025). Radio listenership patterns and language preferences: A study of selected Yoruba radio programmes. Namibian Journal of Linguistics, Literature and Communication Studies, 18(2), 120–138. https://doi.org/10.59677/njllcs.v18i2.126
Issue
Vol. 18 No. 2 (2024): Namibian Journal of Linguistics, Literature and Communication Studies
Section
Articles
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Author Biographies

Emmanuel Olumuji, Olabisi Onabanjo University

Dr. Olumuji, Emmanuel Olukunle is a Lecturer in Mass Communication at Olabisi Onabanjo University, Nigeria. With nearly two decades of teaching experience, he is also a media practitioner involved in training and humanitarian work. Holding degrees from the University of Jos, Usmanu Danfodiyo University, and FUNAAB, his research focuses on New Media, Participatory Journalism, Media and Society, and Media Education.

Kayode Awojobi, Olabisi Onabanjo University

Kayode Awojobi is a multiple award-winning broadcast journalist at OOU92.1FM. He holds a bachelor’s and master’s Degree from Olabisi Onabanjo University, Ago-Iwoye. With experience in broadcasting, journalism, writing, media relations, and advertising, he has honed his skills as a Continuity Announcer, Newscaster, Editor, and On-Air Personality. He edited and compiled "Harvest of Gratitudes," a poetry collection, and has published public affairs articles in major national dailies since 2015.

Odukunle Atewolara-Odule, Olabisi Onabanjo University

Dr. Atewolara-Odule, Odukunle Adebayo is a distinguished Mass Communication scholar renowned for his academic and community contributions. Holding a Ph.D. in Mass Communication, he has extensive teaching and administrative experience at Olabisi Onabanjo University, Ago-Iwoye, Nigeria where he advances education. A published researcher, his work spans media ethics, popular culture, and Nigerian book publishing. Beyond academia, Dr. Atewolara-Odule is a community leader in Oru-Ijebu, championing development through various initiatives.

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