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New Phenomenology of Listening to Radio

The use of radio has proved far more effective as a medium of mass communication both in the past and in the recent times .Radio has brought a unique entertainment opportunities to listeners especially to those who cannot afford the opportunity to visit places where entertainment is available to those who are wealthy. With the radio common people can enjoy music and stay informed about events.

Apparently before the introduction of TV and internet, Radio served hugely as the human instinct to know about events that were occurring around him and in far areas. The views and spicy discussions that were ran by experts after news to generate more interest in events in social and political life is what made radio a powerful tool in disseminating information. (Aylesworth,1933)

The radio has continued to have its effect on the cultural outlook of various societies. This it has done through pouring in of experts opinions in different fields of life. The Radio as a medium of communication has played a vital role of educating the mass on various issues that affect them through various educational programmes.

During my interaction time with the radio while recording my media experiences, I managed to record a number educative radio programmes which included programmes that covered healthcare matters.

The corporate sector has also noticed the importance of radio as a strong medium of communication to reach heterogeneous mass audience. Advertisers have used and are still using the radio to broadcast and promote their products and services .The ability to use entertainment such as music jingles, presentation and script writing to create commercial programs has made advertising through radio successful.

Radio as an "Omnipresent" device.

The coming of age of television was expected to bring to end the use of Radio in modern society due to the audio-visual features that come with it. However this has not been the case as the radio has managed to survive through even with the mass migration of audience to television.( Brooke, 1995)

The Radio has found a different use in the homes despite being displaced from the sitting room. Development of transistors has facilitated creation of smaller radios that can be used in areas away from home. Nowadays radios are found in cars, clocks, phones and other electrical gadgets

Current trends in Radio usage.

The current trend in technology has pushed every one with a gadget to go online. This has in turn pushed manufacturers of these gadgets to shift their focus to targeting online customers and audiences.

Broadcasters are now moving towards ensuring their radio content reaches the online audiences through creating online audio streaming platforms to facilitate this shift. Radio has been and is still considered the wonders of the last century and just like the current Social networks it allowed Radio listeners in different parts of the world to communicate and form a community. The massive audience that Radio commands especially during charity events affirms to the bonding power of the Radio.

Currently media owners and program directors note that their radio stations allow for interaction an element that was not there in the past. Radio stations nowadays allow for traffic on both directions where the listener can take part in the conversation. Moreover since the introduction of Phone in, Internet and social media Radio stations not only disseminates information but it also receives through interactive call backs from the audience.

Another current trend that came out during my interaction with the Radio was the social media partnership with broadcasters and radio owners. Companies in the US are rebranding their radio station into Radio and Entertainment .For instance iHeart Radio has teamed up with social medial like twitter and Facebook to increase human interaction in between the programs and commercials.

Cloud based Content

The current communication devices come with built-in features that allow users to stream cloud based media content. Proponents of Radio technology have argued that6 due to this Radio might soon evolve into a multimedia platform in addition to its analog and digital broadcast. Immediacy will always be one of the Radio’s advantages. Its content archive can be made available inside a web-based ‘radio cloud’ for availability for the online audience.

Digital distribution partnership

One challenge that current Radio stations face is the online music stream services who are taking most of its audiences by storm. Radio owners have identify ways to counter this by using services such as spottily and other services similar services could distribute radio content online from archived content to live simulcasting.

Push and Pull technology

Many Radio stations in the US are targeting specific listeners with the content which they air. Gone are the days when stations will air shows to the general population. Their ability to determine their audience’s taste allows them to target specific audiences with individual content. .Soon there will be Radio stations with interactive content based on personal profile of the audience (Peters and Simonson, 2004).

Some of the new genres of Radio entertainment include news and commentary, daytime serial drama, quiz and audience participation shows.

Reference

Brooke, P. (1995). Communicating through story characters: Radio social drama. Lanham, Md:

Institute for International Research.

Peters, J. D., & Simonson, P. (2004). Mass communication and American social thought: Key

texts, 1919-1968. Lanham, Md: Rowman & Littlefield

Aylesworth, M. H. (1933). The social effects of broadcasting. S.l.

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