An Assessment of the Contribution of New Cruse Radio, 92.7fm on Social, Cultural and Economic Development of Ikere Ekiti, Ekiti State.

Student: Sinmisade Rachael Abiodun (Project, 2025)
Department of Mass Communication
Bamidele Olumilua University of Edu. Science and Tech. Ikere Ekiti, Ekiti State

Abstract

The study analyzed community perceptions of New Cruise Radio within Ikere Ekiti, finding that the station has a positive impact, especially in areas like economic development, social interaction, and cultural promotion. High Weighted Mean Scores (WMS) for these areas demonstrate the station's meaningful role in the community. Despite its digital presence, concerns emerged over its relevance compared to newer digital and social media platforms, where the station scored lower in WMS. This suggests challenges for New Cruise Radio in adapting to the evolving media landscape, as some respondents remain unsure about the cultural value and relevance of traditional radio.
New Cruise Radio has been well-received by the Ikere Ekiti community, with positive perceptions linked to its role in supporting local culture and fostering social and economic growth. Although its integration of digital features has enhanced accessibility and engagement, the station faces challenges related to competition from digital and social media platforms. These findings underscore the importance of a strategic approach in which New Cruise Radio can adapt and remain relevant by enhancing its digital presence, diversifying its content, and emphasizing the value of traditional radio in preserving cultural heritages.

Keywords
ekiti assessment contribution cruse radio social cultural economic development ikere
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