A SURVEY OF MUSIC USE IN THE MASS MEDIA: A CASE STUDY OF SEARCH FM 92.3 MINNA IN IMPACTING SOCIAL CHANGE

This study investigates the role of radio music programmes in impacting social change, using Search FM 92.3 Minna as a case study. Recognizing radio's unparalleled accessibility and influence in Nigeria, the research focuses on how a campus-community station utilizes music to promote social awareness, cultural integration, and behavioral change among its listeners. The study was guided by three research questions exploring the integration of music, its influence on listeners' attitudes and behaviors, and its role in fostering cultural cohesion. A quantitative research approach was adopted, utilizing a descriptive survey design. Data was collected via a structured questionnaire from a sample of 195 respondents, selected through simple random sampling from the station's estimated listener population in Minna. The data were analyzed using descriptive statistics, including frequencies, percentages, and mean scores. The key findings reveal that Search FM effectively integrates music into its programming and successfully raises listener awareness of social issues. The station is also perceived to celebrate cultural diversity. However, the study identified significant gaps: the music selection is not seen to adequately reflect local cultural values, there is a lack of traditional music to strengthen community bonds, and the programming has a limited direct impact on driving concrete decision-making and action among listeners. The study concludes that while Search FM 92.3 Minna is a potent vehicle for awareness creation, its potential to catalyze tangible social change is not fully maximized. It recommends a strategic review of playlists to include more locally relevant and traditional music, providing context from presenters to explain social messages, and pairing music with clear calls-to-action to bridge the gap between awareness and behavior. The research contributes to the understanding of mass media's role in social development and provides actionable insights for media practitioners and policymakers aiming to leverage music for positive social transformation in Nigeria.