Job Satisfaction and Professional Challenges of Radio Broadcasters in the Evolving Media Landscape

Abstract

This study investigates job satisfaction and professional challenges faced by radio broadcasters in the evolving media geography of Pakistan. Drawing on Herzberg’s Two- Factor proposition, Maslow’s scale of requirements, and Vroom’s Expectancy Theory, the exploration examines how factors similar as payment, creation openings, impulses, organizational culture, and technological shifts impact broadcasters’ work gests. A mixed- styles approach was employed, including focus group conversations, eye- shadowing trials, and a questionnaire distributed to 25 broadcasters from Radio Pakistan across five stations. Findings indicate that while radio hosts value creativity, communication, and rigidity as essential rates, they remain displeased with payment situations, creation structures, and performance- grounded impulses. Repliers also reported limited creative freedom due to strict adherence to sanctioned guidelines. Social media was linked as a important tool for enhancing followership engagement and professional applicability. Correlation analysis revealed no significant relationship between qualifications and perceived pressure from seniors in program content selection. The study concludes that job satisfaction among radio hosts is hindered by fiscal instability, limited career growth, and organizational pressures, yet strengthened by recognition, creativity, and followership connection. Practical counteraccusations punctuate the need for bettered compensation, transparent creation programs, creative autonomy, skill development in digital media, and internal health support.