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Commercial Radio As Communication - School Essays

Commercial Radio As Communication

From what I have understood, the reading defines communication, based on broadcasting and listening, as a "significant component of social action" which in a way, disregards purpose, innovation, medium of expression and the audience. These four issues that commercial radio neglects are essential to the nature of communication. They are interdependent and constitute the perennial interplay between broadcaster and listener.
Communication based on broadcasting and listening is a social action because it is oriented towards others. The broadcasters are intent on getting their audience's attention. They achieve their goal through the music that they play, what they say and how well they ...

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communication as an end. Rather, it views communication as an instrument to be used in achieving an end which, is money. Every movement made by the broadcasters is directed towards this one goal. Any action done beyond what is necessary for this motive is deemed superfluous.
Such a motive also represses the growth of new ideas and innovations. There exists a given medium of expression that disc jockeys are ordered to follow. Since the managers of these radio broadcasting institutions treat it as a business (as opposed to a communicative institution), they follow guidelines that pertain to the economy. Meaning, they typify their audience. They do not regard them as individuals but as a collective whole. Being whole, they conclude that all are alike and therefore, the programs of commercial radio is set to resonate that characteristic of "likeness". Also, managers of this business become involved in this trade because they foresee it as a very good investment. Hence, they ...

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Added: 8/9/2006 06:35:22 AM
Category: Miscellaneous
Type: Premium Paper
Words: 1175
Pages: 5

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