Uses and Gratifications theory:

Life Hacks:

Personal relationships: the feeling of support that is experienced as a result of knowing that there is an area/space for advice and help- knowing that people are going through the same thing as you. 

Personal identity: Being able to relate to stories being told and seeing your character reflected in the different topics mentioned.

Education: learning about different ways of handling problems etc.

Diversion: listening to different podcasts( reflecting what you are going through)- able to escape from what you are going through by seeking help and allowing yourself to listen to other people’s stories etc.

War of the Worlds:

Illustrates a passive audience and doesn’t therefore fit into the uses and gratifications theory.

Clay Shirky:

Audience behavior has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology. This new audience doesn’t just consume media, but also produces it – creating the term ‘presumer’

Radio itself declining in the age of active audience communication and interaction

Hesmondhalgh:

The idea of a ‘risky business’ and being hard to meet everyone’s needs. Not being able to predict if an audience will enjoy what is being created.

Passive to Hypodermic message:

The programmes show that there is a shift in media audiences – people are more in touch with the media and actually understand it now. People in the times of War Of The Worlds were less media literate. People in the 1930’s were more naïve and vulnerable.

All in all CBS radio’s ultimate goal was to create publicity. CBS were able to create publicity by being headlined on multiple newspaper articles. For example, The new York Times headlined a quote that stated ‘Radio listeners in panic, taking war drama as fact’. This shows how CBS were able to promote publicity through how vulnerable listeners were due to the commotion caused by WW2.