Audiences

Although I talk about audiences in other sections of this blog, it is worth just ending this post by considering the distinctive character of radio audiences, as this will help to understand the language of radio and also raise some ideas on nature of radio as a distinctive media form.

While radio is seen as a mass medium, the appeal to the imagination of each person makes it a very personal experience. The process of listening to the radio is ‘inward’ and intimate – like reading a book.Media and Meaning p. 356

The intimacy of radio is created by the language of radio – the close proximity of the voice recording, the direct address of the presenters, the selective use of pronouns – ‘I’ ‘you’ ‘we’ – the casual conversation, the connections developed by listeners to stations, presenters or styles of music, the two way interactions – song requests, shout outs, messages, dedications – the interviews and so on.

Radio is also a flexible medium. It provides diversity and choice and can be seen as both a broadcaster (to many) or a narrowcaster (to a few / niche). Think for example, about the way BBC radio is enshrined in the constitution as a national broadcaster, think of radio news broadcasts, the role of Radio 4 as a way of engaging with government and politics. At the other end of the spectrum community radio is part of an independent tradition of media production that spans from hospital radio to pirate radio stations.

Radio is considered an undemanding medium. In this respect think about radio consumption – listening to the radio while at work, or school, while travelling, exercising or relaxing. It can be consumed as a peripheral form of entertainment, or can be used for knowledge about the world, society and the self. In this way it is possible to apply a range of audience theories to specific radio texts, which will allow for both an individual textual analysis as well as a broader recognition of the codes and conventions that constitute the language of this particular media form.

Further Reading:

• Understanding Radio, Crissell, A 1995 Routledge
• Chapter 5 Radio in Media and Meaning Stewart, C. Lavelle, M, Kowaltzke, A 2001 BFI