Audience Engagement and Gamification Technology Adoption by Select Port Harcourt-Based Radio Stations
Keywords:
Audience Engagement, Gamification, Radio Stations, Technology, Thematic AnalysisAbstract
The introduction of game-like activities in media content is gaining acceptance and adoption across the various media types. Gamification has presented itself as a veritable tool to engage the audience and attract their loyalty. The radio medium thrives by attracting large audiences who are diverse and heterogeneously dispersed. This work examines audience engagement and gamification technology adoption by select Port Harcourt-based radio stations. It seeks to find out if Port Harcourt-based radio stations adopt gamification practices in their programming, know the type of gamification activities being adopted and examine the challenges faced by Port Harcourt-based radio stations in adopting gamification activities. Premised on the Flow Theory, the study adopts the qualitative survey design and uses Focus Group Discussion and thematic analysis to gather and analyse data. It reveals that Port Harcourt-based radio stations engage in marginal use of gamification activities in their programming, especially competitive call-in programs which have enabled them to earn an increased listenership base. The study identifies poor technology and unethical caller attitude as major challenges against gamification technology adoption. It recommends that radio stations should model their game-like programs to meet the tastes and preferences of the audience, invest more in technology, and create separate desks for radio game programs to ensure more effective audience engagement.
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