The relevance of radio broadcasts towards z generation teenagers in Malaysia

Abstract

Radio broadcasting is a mainstream mass media and important for nation building. In the era of globalization, new media has dominated the communication landscape in Malaysia. Thus, to what extent is radio broadcasting relevant to the Z Generation? This research aims to determine the Z Generation’s interest in radio broadcasts, and the influencing factors for their interest. The research combined quantitative and qualitative research methods. The qualitative study involved 944 respondents aged 13-23 years old. Meanwhile, the qualitative study involved 30 participants aged 20-23 years old. Research has found that radio broadcasts are still very much relevant for Z Generation. Four radio stations: Era FM, Hot FM, Hitz FM, and IKIM FM have been regarded as among the top stations in Malaysia. The findings also show that the types of songs, sense of humor, the value of knowledge and the way of handling radio programs have influenced the teenager’s decision in choosing to listen to radio. This paper will also discuss the rejecting factors of the Z Generation towards radio programs. The findings show that today’s radio must be dynamic, informative and multi-functional to ensure it can become a credible communication medium for the Z Generation. This is in line with the national aspiration to empower the Z Generation as future leaders for the decades ahead.