The Motives Behind Palestinian Audience Listening to Radio Stations in Hebron Governorate Area, and the Resulted Gratifications from Listening

Abstract

Study aimed to identify the Palestinian audience motives in the Hebron governorate, to listen to radio stations, and the types of gratifications they achieved from listening to these stations, based on these motives. A sample of 600 (N=600) in Hebron Governorate was surveyed. The study concluded that: Instrumental motives were the highest among the sample studied, which was indicated in “knowing the latest news, acquiring information and forming opinions”, as reported by (77%) of the participants. The ritual motives came next, represented by “curiosity motives” as reported by (70%) of the participants. In terms of gratifications, social gratifications were the highest, with (78%) of the participating audiences reported “news updates”, while the desire to gain information that help form viewpoints was the next motive reported by (75%) of participants, whilst empathy for issues pursued by the audience came in the third place, and (72%), and in-depth analysis of events as fourth(71 .)%As for the contents preferences, participants reported, “political topics and events” as the most important content in (62%) of the cases, followed by women and family topics (59%) of the cases, then religious topics (53%), medical (52%), entertainment (50%), economic (46%), and finally sports topics in (44%)of the cases . Study also found that there is a positive relationship between audience's motives to listening and the gained gratifications, and there is a positive relationship between the audience's motives to listen, the times and types of listening, and its contents, methods and templates