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Radioandlocalness...
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aestheticappealorbecauseitspastperformancesuggestsahighlevelofsatisfac-
tionmightbeachievableinthefuture.Whateverthereasonsfortheallegiance
theymayevokeintheiraudiences,established,popularbrandscannowgrowin
importance,becausesomeoftheboundariesoftimeandplacewhichpreviously
confinedthemtobeing,forexample,readoverbreakfast,listenedtointhecar
orwatchedintheevening,havenowbeendisrupted.Radiojournalistsnowpro-
ducewrittencopythatcanbedisplayedontheinternet,andtheytakecameras
withthem,inordertocaptureimages-stillormoving-thatmayaccompany
thattext.Televisionproducersalsosupplywrittencopyandstillimagesforin-
ternetdistributionortobedisplayedonmobilephones,andsomedigitalra-
diotransmissiontechnologiesnowallowthetransmissionofpicturesalongside
theprimaryaudiocontent.Interactivityinboth‘traditional,electronicmedia
hasincreased,inthatadditionalcontentisgeneratedthroughaudienceresponses
towhatisbroadcastorpublishedontheweb,andthiscontentisreadilyavailable
forexploitationbythebroadcastersbyintegratingitwithintheirnowenhanced
output.Audiencecontributions,whetherreactiveorproactive,canbeaccessed
farmorequicklythanwaspossiblewhensuchmaterialwasonlyavailablevia
theordinarypostalservice,andisfarmorevariedthanwaspossiblebypostor
bytheoriginallandbasedvoice-onlytelephone.Ofcourse,someofthisuser-
generatedcontentisoflittleworthandmaybeincludedintheoutputonlyas
asymbolic‘nod,totheexistence,(andbyimplicationtheimportance,)oftheau-
dience.Exhortationsto‘textinifyoulikeBeethoven,cansoundincongruous
ontheBBC,snationalculturalnetwork,Radio3,andtelevisionprogrammes
constructedaroundthedigitalaudience,suseoftheredbuttonontheirremote
controlscanseemshallowtosomeviewers.
Broadcasters,useofwebsitesandsocialmediaisnowbeingextensivelydoc-
umentedelsewhere,(suchasinGazi,Starkey,Jędrzejewski2011)butthenum-
bersofactive‘tweeters,orthoseFacebooksubscriberswho‘like,abroadcaster
oraprogrammeareoftenmarkedlysmallerthantheactual,relativelypassive
audiencesrecordedbythemeasurementagencies,suchasMillwardBrownin
Poland,RajarandBARBintheUK,andArbitron,Médiamétrieandothersin
othermarkets.Forexample,ChrisMoyles,themainpresenteroftheBBCRa-
dio1breakfastprogramme,targetedatayoungaudienceofso-called‘digital
natives,,hadonly1.552.516likesonhisofficialFacebookpageand2.453.541
followersonTwitterinJune2012.Thiscomparesveryfavourablywithmostof
us,ofcourse,buttheactualbroadcastradioprogramme,sestimatedweeklyau-
dienceis7.1million(Revoir2012),whichclearlydwarfsthoseofitsperipheral
socialmediaby-products.Engagementwiththevirtualsocialnetworkpresence
ofradioprogrammeswhichareaimedatmorematureaudiencesisunderstand-
ablyevenlessenthusiastic,andtheBBC,snewsandcurrentaffairsprogramme