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Radio: Audiences (for exams from 2023) Typeit
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proposed the theory that different audiences apply different readings to media products depending on their tastes and ideologies. Listed below are possible examples:
Three audience readings
- A young black British man in 2022 who wants to become an entertainer or radio presenter is likely to take a reading of KISS Breakfast with Jordan and Perri.
- A teenage boy living in 1967 who loves Tony Blackburn but has never been a fan of the BBC might make a reading of Tony Blackburn’s Breakfast Show.
- An elderly man living in 1967 who loved the BBC’s old format and who despises popular music would probably take an reading of Tony Blackburn’s Breakfast Show.
There has been a long-running debate that questions whether media audiences are or passive or a mix of both depending on circumstance. The conclusion that media audiences are ultimately passive was established by the ' needle/syringe' theory, which stated that audiences simply believe everything they say as if it were injected into their minds. Most recent theorists have disagreed with this conclusion, particularly as developments in technology have developed the ways in which we consume media.
Back in 1967, when Tony Blackburn’s Breakfast Show was launched, there were a limited number of ways in which audiences could actively engage with radio content. Blackburn encouraged audiences to send to PO Box 1A in order to request records or get Blackburn to read personalised messages. This was basically the extent to which audiences could interact with the show. Audiences of KISS FM can arguably engage in a wider variety of ways. Now that the monopoly the had over UK radio is over, audiences can choose their music from thousands of sources. Audiences are able to communicate with Kiely and Banjo and each other over media such as Twitter and TikTok while the show is on air. Furthermore, the pair regularly discuss pop culture topics and personal life events, which listeners will no doubt have their own take on and are encouraged to engage with the show directly.