Media Forming Habits of the People of Birim Central Municipality Around “Information Centres”

Abstract

The study examined the media forming habits of the people of Birim Central Municipality around Information Centres, an improvised set up that uses an assembly of loudspeakers, amplifiers and console to disseminate information across large areas. The Information Centres have captured attention due to their growing presence across the country. Underpinned by the Uses and Gratification and Media Ecology theoretical frameworks, it explored the people’s diverse knowledge, perception and engagement with these centers as well as the specific needs that the centers gratify. it also explored the views of consumers on the relevance of the centers in comparison with other communication platforms like radio. A sample size of 150 residents from five communities namely: Community 2, Aboabo, Towobotom, Srodai and Oda Nkwanta were surveyed. The study found that the respondents have sufficient knowledge about Information Centres. Averagely respondents engage with Information Centres more as listeners, and that they often listen to them in the morning. It also found that the specific needs Inform ation Centres gratify for consumers include advertisement, entertainment announcement, information and education with information and announcement being the major needs they gratify. Comparing Information Centres with radio regarding the needs they gratify it was revealed that Information Centres gratify more of information and announcement needs to the respondents than the radio. It also found that generally consumers have positive perception about Information Centres.