<![CDATA[Despite the continued relevance of radio in Indonesia, existing studies tend to examine religious broadcasting, cultural preservation, or audience engagement separately, leaving limited understanding of how da‘wah and entertainment radio comparatively respond to audience needs for spiritual meaning and cultural identity. Addressing this gap, this study analyses and compares the roles of da‘wah-oriented and entertainment-oriented radio in conveying cultural and spiritual values in the Malay Riau context, focusing on Pekanbaru and Bangkinang. Grounded in Uses and Gratifications Theory, the study views audiences and broadcasters as active agents negotiating media use to fulfil spiritual, social, and cultural needs. Employing a qualitative phenomenological design, data were collected through interviews, participant observation, and documentation at four local radio stations, involving eight purposively selected informants, and analysed using NVivo 12. The findings show that da‘wah radio primarily fulfils cognitive and spiritual gratifications through Islamic programmes, while entertainment radio addresses social and affective gratifications by reinforcing Malay cultural identity. Both operate complementarily in sustaining spiritual awareness and cultural continuity.]]>
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