Master of Public Administration for Senior Leadership

Date

5-2026

Document Type

Capstone

Degree Name

Master of Public Administration for Senior Leadership

Department

School of Professional Studies

Chief Instructor

Mary M. Piecewicz, MBA, MSPC, PMP

Keywords

digital divide, broadcast radio, consumer behavior, information dissemination, public communication, media trust, hybrid communication systems

Abstract

The persistence of the digital divide continues to limit equitable access to information, despite widespread advances in digital communication technologies. This study examines the role of broadcast radio in influencing consumer behavior and facilitating information dissemination among underserved populations. Using a mixed-methods approach, the research synthesizes qualitative and quantitative findings to analyze patterns of access, trust and media engagement. Results indicate that radio remains a highly accessible and trusted medium, particularly within communities with limited digital access, and that its influence is strengthened through localized content and parasocial relationships with in-air personalities. However, the effectiveness of radio is reduced when it operates independently of digital communication systems. This study recommends the integration of hybrid communication models, the strategic use of trust- based messaging, and the implementation of data-driven evaluation methods to improve outreach effectiveness. These findings contribute to the development of a more inclusive and equitable public. Communication strategies that better reflect the needs of diverse populations.

Worcester

No

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