Some social effects of the radio
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SOME SOCIAD EFFECTS OF THE RADIO
A T h e sis P re se n te d to th e F a c u lt y o f th e D ep artm en t o f S o c io lo g y U n iv e r s ity o f S o u th e rn C a lif o r n ia
In P a r tia l F u lfillm e n t o f th e R e q u ire m e n ts f o r th e D egree M a ste r o f A r ts
*y W illia m J . June
Thacker 194S
UMI Number: EP65632
All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion.
Dissertation Pufeiishing
UMI EP65632 Published by ProQuest LLC (2014). Copyright in the Dissertation held by the Author. Microform Edition © ProQuest LLC. All rights reserved. This work is protected against unauthorized copying under Title 17, United States Code
ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 48106 - 1346
This thesis, writ ten by
~
9
L
.: ...
under the direction of
F ac u lty C o m m it te e ,
a n d a p p r o v e d by a l l its m e m b e r s , has been p r es e nt e d to an d a c c e p te d by the Coun cil on Grad ua te S t u d y a n d Resea rch in pa rt ia l fu lfill m e n t of th e r e q u i r e m e n t s f o r th e d e g r e e o f
MASTER OF ARTS
Secretary D a te ..........
F aculty C om m ittee
Chairman
I\oJuui.
/y
TABLE OF CONTENTS CHAPTER I.
FAGS THE PROBLEM Aim DEFINITION OFTERMS USED . . .
; ...................... •
The importance o f rad io T he p r o b l e m
1
• •
. . . . . . . . . . . . . . . .
S ta te m e n t o f th e p ro b lem
7
..............................
7
D e f i n i t i o n o f term s u se d R a d io
.
.
.
i •
8
. . . . . . .
A b ro a d c a s tin g s ta tio n
.
.....
8
• ; ; • • • • • • ;
8
A re c e iv in g s e t lis te n e r
8
p a rtic ip a tio n
• • • • • • . • • •
8
A l i s t e n e r .........................
9
C o v e r a g e ................................... . i .
..................
The p o t e n t i a l a u d i e n c e .......................... ..... .
9 .
.
9
The s t a t i o n a u d i e n c e
. . . . . . . . . . .
9
T he p r o g r a m a u d i e n c e
...........................................
9
T he i n g r e d i e n t s o f b r o a d c a s t i n g M e th o d s o f p r o c e d u r e A su ita b le
.
.
*.
. . . . .
10
...............................................
10
..........................
10
b ackground
The B r a w l e y S t u d y II.
1
. . .
. . . . . . .
•
10
THE ATTITUDE OF THE LISTENER TOWARD BROADCASTING
12
C l a s s i f i c a t i o n o f s t a t i o n s ................................ The k i n d s o f l i s t e n e r s
. ; . . . .
. .
.....................
12 13
ill CHAPTER
PAGE T he a v e r a g e l i s t e n e r
.
......................... * • .
The c a s u a l l i s t e n e r
.
•
........................... 19
The c r i t i c a l l i s t e n e r
. . . . . . . .
i .
.
L i s t e n i n g a g e s ......................... Age a n d t h e III.
RADIO AND THE CULTURAL LEVEL
R a d io a n d e d u c a t i o n
.....................
w . . . .
.
• « . • • • . • • • . . . . . . . . . . ; * .
R a d io a n d p ro p a g a n d a
58 .
64
* . .
67
e f f e c t on m o re s a n d c u s to m s .
71
.
.
.
....................................
F o r e ig n la n g u a g e b r o a d c a s ts
E n t e r t a i n m e n t dem anded b y c u l t u r a l l e v e l s
.
.
78
.
80
RADIO LISTENING AHD PARTICIPATION
85
p r o g r a m s ...................................................
The q u i z p r o g r a m
.
........................................
M u sic a l p r e s e n t a t i o n s M o rn in g e x e r c i s e s
.
.
85 85 87
.
B rid g e l e s s o n s by r a d i o M a il re s p o n s e
45 52*
.........................................
The r a d i o a n d n e w i d e a s
P a rtic ip a tio n
34
................................54
R a d io a s a n a i d t o l e i s u r e a n d r e c r e a t i o n
The r a d i o a n d i t s
24
...........................................36
R a d io a n d m u s ic
IV .
.
........................... 34
C l a s s i f i c a t i o n a s t o e c o n o m ic s t a t u s
R a d io a n d r e a d i n g
23 24
l i s t e n e r ...................................................
R a d i o a n d d ra m a
13
.
.
^ .
.................................. 91
...............................................
..........................
92
* ......................................93
iv PAGE
CHAPTER The u s e o f t h e t e l e p h o n e S u g g e stio n s fo r Sum m ary 7.
.
96
im p ro v e m e n t o f p ro g ra m s
..
..............................
• .
RADIO AHD MASS ACTION
.
98 99
. •....................................................10 0
The p s y c h o l o g y o f f e a r .................................
. ; .
.
100
The b u y i n g i m p u l s e .................................................................... 1 0 4 N a t i o n a l u n i t y a n d t h e r a d i o ...........................................10 7 E m o tio n a l r e a c t i o n s Summary V I.
.............................
. . . . . .
. . . . . . . . . . .
INSTITUTIONAL AND
In flu e n c e o f ra d io
Ill
o n t h e h o m e ............................. I l l
o n t h e c o m m u n ity
. . . .
R a d i o n e w s a n d t h e c o m m u n ity
116 .
117
a f f a i r s ............................................................................ . .
12 0
In flu e n c e
V II.
110
WORLD INFLUENCES OF RADIO .
In flu e n c e o f th e ra d io
109
o f r a d i o on n a t i o n a l a n d w o rld
N a tio n a l p u b lic i n t e r e s t
..................................................
S h o r t w ave b r o a d c a s t i n g
.
; .........................
123 123
CONCLUSION...................................... S p e c ia l fin d in g s o f t h is
stu d y .
C o n c lu s io n . . . • • • . . • • BIBLIOGRAPHY........... * . APPENDIX . ; . . . .
. i .
12 ............................129
..................................
130
........................................................................ 1 3 3 i . . .
................................................ 1 4 1
V
L IS T OF TABI.ES pag -e
table
I* A n n u a l A v e r a g e P e r c e n t a g e s o f U r b a n F a m i l i e s L i s t e n i n g t o R a d io B r o a d c a s t s II.
* .
.
17
.........................................................
81
T a b u l a t i o n o f A n sw e rs t o t h e { Q u estio n ,
”Boes
t h e R a d i o Make You F e e l You A r e H o t A l o n e When You A re A l o n e ? ” III.
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
ftDo You
L i s t e n t o t h e R a d io W h i l e You W o rk ? ” IV . T a b u l a t i o n o f A n s w e r s t o t h e
(Q u e stio n ,
. *
.•
BE
ftHow
Much Tim e P e r B ay Bo You S p e n d L i s t e n i n g t o th e R a d io ? ”
......................................................................
V. T a b u l a t i o n o f A n s w e r s t o You S a y t h e H a b its ? ” V I.
th e Q u e stio n ,
”W ould
R a d i o H as C h a n g e d Any o f Y ou r
................................................................... *
T a b u l a t i o n o f A n s w e rs t o t h e Q u e s t i o n , t h e R a d i o I n c r e a s e d Y our I n t e r e s t i n
.
..
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
87
”H a s S w in g
M u s i c ? ” ..................... .............................. .............................. ..... V II.
26
i
89
”H as
t h e R a d i o I n c r e a s e d Your I n t e r e s t i n H i l l B i l l y M u s i c ? ” ........................................................................... V III.
T a b u l a t i o n o f A n s w e rs t o t h e Q u e s t i o n , t h e R a d i o I n c r e a s e d Your I n t e r e s t
30
”H as
in C la ssi
c a l M u s i c ? ” ................................................................................
31
vi PAGE
TABLE IX .
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
nA re
You S a t i s f i e d w i t h R a d i o p r o g r a m s a s T h e y A re T o d a y ? ^ .......................... X.
32
. . . . . . . . . . .
T a b u l a t i o n o f A n sw ers t o R e q u e s t t h a t S e l e c t e d S t u d e n t s Name t h e S p e c i f i c p r o g r a m t h a t h a s B e e n H e l p f u l t o Them
X I.
. * . . . .
..........................
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
39
"How
Much Time Bo You S p e n d L i s t e n i n g t o P r o g r a m s t h a t A re a n A i d t o Y o u r S c h o o l A s s i g n m e n t s ? ? 1 X II.
P e r C en t o f A l l R a d io P ro g ra m s D e v o te d t o M u s ic .
X III.
.......................... ..............................
48
P e r C e n t o f M u s ic P r o g r a m s D e v o t e d t o P o p u l a r M u s ic ..........................................
XIV.
41
. . . . . . . . . . .
P e r C e n t o f B r o a d c a s t Time D e v o t e d t o Drama .
XV. T a b u l a t i o n o f A n s w e r s t o t h e Q u e s t i o n ,
50 .
55
"H as
t h e R a d i o I n c r e a s e d Y ou r I n t e r e s t i n R e ad in g ?" XVI.
..............................................
T a b u l a t i o n o f A n sw ers t o t h e Q u e s tio n , C o n s id e r t h e R a d io a N e c e s s i t y ? "
X V I I.
"Do You
..........................
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
65
"Do You .
68
..........................................
70
T u r n o n t h e R a d i o t o D a n ce a t Hom e?"
X V III. T a b u l a t i o n o f A n s w e rs t o t h e Q u e s t i o n , You E v e r S e n t t o
57
. . . . . * .
.
. .
"H ave
a R a d i o S t a t i o n f o r a M ap,
Book, o r O th e r Such Ite m ? "
v ii TABLE
PAGE
X IX . T a b u l a t i o n o f A n s w e rs t o t h e Q u e s t i o n ,
"D o e s
t h e R a d i o K eep You Up L a t e r T h a n U s u a l ? ” XX.
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n , S ta y a t
XXI.
.
.
"Do You
Home B e c a u s e o f t h e R a d i o ? ” .......................
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
T a b u l a t i o n o f A n sw ers t o th e Q u e s t i o n , You a M o r n i n g E x e r c i s e r b y R a d i o ? ”
XXIV.
77
”Do
You S i n g W i t h t h e R a d i o ? ” . . . . . . . . . . X X III.
75
"D oes
Y o u r F a m i l y L i s t e n To t h e R a d i o As a G r o u p ? ” . XXII*
73
90
”A re ......................
T a b u l a t i o n o f A n sw ers t o t h e Q u e s t i o n ,
93
”H ave
You E v e r T e l e p h o n e d a R e q u e s t t o a B r o a d c a s t i n g S t a t i o n f o r a M u sic a l S e l e c t i o n ? ” . . . . XXV. T a b u l a t i o n o f A n s w e rs t o t h e Q u e s t i o n ,
” Do
You Buy R a d i o A d v e r t i s e d P r o d u c t s ? ” . . . . . XX3TI. T a b u l a t i o n o f A n s w e r s t o t h e Q u e s t i o n ,
97
106
"H as
t h e R a d i o C a u s e d Any F a m i l y Q u a r r e l s ? ”
.
• .
113
CHAPTER I THE PROBLEM AND DEFINITIONS OF TERMS USED T h e r a d i o h a s b e co m e a n i m p o r t a n t s o c i a l i n f l u e n c e i n A m e ric an l i f e *
A lth o u g h r a d io i s a c o m p a ra tiv e ly r e c e n t
in v e n tio n ,
it
h a s m ade a s t o u n d i n g s t r i d e s
in fo rm in g ,
and e d u c a tin g th e m a sse s.
in e n te rta in in g ,
The s o c i a l e f f e c t s o f
t h i s m a rv e lo u s in s tr u m e n t a r e a lm o st im m e a su re a b le . i n f l u e n c e on s o c i a l l i f e
and i t s
T h is
e f f e c t s a r e p ro b lem s o f
i n c r e a s i n g im p o rta n c e to s o c i o l o g i s t s . The r a d i o a ll
is
an i n s t r u m e n t w h ic h can b e e n jo y e d by
c l a s s e s and a g e s o f p e o p le *
e r e d b y m an y a s a n e c e s s i t y , so c ia l in stitu tio n * its
th is
and i s even r e f e r r e d
B ecause o f i t s
r e a c tio n upon th e fa m ily ,
tio n in
I t h a s come t o b e c o n s i d to as a
w id e sp re a d a p p e a l and
i t m e rits c a r e f u l c o n sid e ra
stu d y . THE IMPORTANCE OF RADIO
I t is
tru ly
sta te d
t h a t n o o n e man i s
f o r th e in v e n tio n o f th e ra d io * w ire le ss,
little
d e v e lo p .
H e r tz , M orse,
re sp o n sib le
M a r c o n i , who i n v e n t e d t h e
r e a liz e d th a t a ra d io
s t e p - c h i l d w o u ld so o n
F e ssen d e n , D e F o re st, A le x an d e rso n ,
M a r t i n H* N e u m e y e r , T he R a d i o : A S o c i a l I n s t i t u t i o n , (u n p u b lis h e d m a n u s c rip t, U n iv e r s ity o f S o u t h e r n C a l i f o r n i a ) ," p* 3 .
2 B a ird ,
a n d A r m s t r o n g , a l o n g w i t h m any w h o s e n a m e s a r e a l
read y fo rg o tte n , ra d io u n t i l i t
a l l c o n trib u te d to
th e d e v elo p m e n t o f th e
h a s e m e r g e d a s we s e e i t
to d ay ,
one o f th e
m o st v a l u a b l e m e th o d s o f c o m m u n ic a tio n i n t h e w o r ld .
T he
i m p o r t a n c e o f t h e r a d i o m ay b e e s t i m a t e d b y t h e f a c t t h a t t h e num ber o f r a d i o
se ts
in o p e ra tio n in
th e U n ite d s t a t e s
h a s b een c o n s t a n t l y i n c r e a s in g y e a r by y e a r . m a te s t h e r e a r e r a d io s in
t h e h o m es o f 2 9 , 0 0 0 , 0 0 0 o u t o f t h e
3 4 ,0 0 0 ,0 0 0 f a m i l i e s i n o u r c o u n tr y t o d a y . 2 e r n u m b e r t h a n t h o s e who h a v e t e l e p h o n e s , tric ity ,
n ew sp ap ers,
o r even p lu m b in g .
in g Y earb o o k e s t i m a t e s 5 0 ,1 0 0 ,0 0 0 s e t s in cre ase
fro m 4 0 0 ,0 0 0 s e t s i n 1 9 2 2 .
h o m es w i t h r a d i o s e t s
C a n tril e s t i
T h is i s a g r e a t a u to m o b ile s,
e le c
T he 1 9 4 1 B r o a d c a s t in 1940.
T h is was a n
T he t o t a l , n u m b e r o f
i n c r e a s e d fro m 6 0 ,0 0 0 t o 2 9 ,3 0 0 ,0 0 0
d u r i n g t h e sa m e p e r i o d ,
and t h e num ber o f a u to m o b ile s e t s
i n c r e a s e d from 1 0 0 ,0 0 0 i n 1931 t o 8 ,0 0 0 ,0 0 0 i n 1940.
T he
t o ta l s a le s o f b ro ad cast re c e iv e rs ,
and
tu b e s,
b a tte rie s,
p a r t s w as $ 5 0 0 ,0 0 0 ,0 0 0 i n 1 9 4 0 .3 E v ery d ay m i l l i o n s o f p e o p le tu n e in t h e i r r a d i o s to a l l k in d s o f p rogram s.
Among t h e s e m i l l i o n s a r e
lib e ra ls
a n d c o n s e r v a t i v e s , n a t i v e s t o c k a n d p e o p l e s p r u n g f r o m m any
2 H a d l e y C a n t r i l , T he I n v a s i o n From M a rs ( P r i n c e t o n : U n iv e rs ity P r e s s , 1 9 4 0 ), p . x. 3 M a r t i n H. H e u m e y e r, o p . c i t . , p . 1 3 .
3 fo re ig n races* some r i d e
Some a r e d o c k w o r k e r s ,
in e x p e n siv e a u to m o b ile s,
s e s o r w a lk .
Y et d e s p ite
and in co m es,
and o th e r s u se th e bus
t h i s g r e a t d i v e r s i t y o f o c c u p a tio n s
t h e s e m i l l i o n s o f p e o p l e h a v e o n e common i n t e r -
e s t ” th e ra d io . ra d io
som e a r e s e c r e t a r i e s ;
In a re c e n t su rv ey ,
F o rtu n e fo u n d t h a t th e
i s o n e a c t i v i t y w h i c h p e o p l e p r e f e r o v e r m o v in g p i c
tu re s,
r e a d in g and s p o r t s . 4
sa fe to
say th a t to
if
th is
is
tru e ,
i t w o u ld b e
t h e A m e r i c a n p e o p l e t h e r a d i o h a s becom e
a h a b it. G le aso n L . A rc h e r m akes t h e f o l lo w in g s i g n i f i c a n t s t a te m e n t c o n c e r n in g t h e d e v elo p m e n t o f r a d i o b r o a d c a s t i n g in 1922:
"T n t h e l a s t y e a r t h e n u m b e r o f b r o a d c a s t i n g
s t a t i o n s h a s g ro w n f r o m l e s s t h a n t w e n t y t o re d .”5
I n 1922 r a d i o h ad s c a r c e l y b e g u n .
a lm o st s i x hund D a v id S a r n o f f ,
now p r e s i d e n t o f R a d i o C o r p o r a t i o n o f A m e r i c a , s t a t e d
in
1941: F i r s t i t s e e m s t o me t h a t i n a s k i n g a s o l u t i o n t o t h e b r o a d c a s t i n g p r o b l e m s , we m u s t r e c o g n i z e t h a t t h e an sw er m ust be a lo n g n a t i o n a l r a t h e r th a n l o c a l l i n e s , f o r th e p ro b lem i s d i s t i n c t l y a n a t i o n a l o n e . Sec o n d ly , I t h i n k t h a t th e p r i n c i p l e e le m e n ts o f b ro a d c a s t i n g s e r v i c e s a r e : e n te r ta in m e n t, in f o r m a tio n , and e d u o a t io n , w i t h e m p h a sis on th e f i r s t , e n t e r t a i n m e n t . ” 5
^ F o r tu n e P o l l , U rb an R a d io L i s t e n i n g i n t h e U n ite d S t a t e s (New Y o r k : C r o s s l e y , I n o o r p b r a t e & , M a r c h , 1 9 4 1 ) , p .
5* 5 G l e a s o n L . A r c h e r , B i g B u s i n e s s a n d R a d i o (New Y o r k : T he A m e r i c a n H i s t o r i c a l Com pany, 1 9 3 9 ) , p . FTI 6
»
p
* 2°*
4 M r. S a r n o f f c o u l d s e e t h a t r a d i o w i t h a l l i t s w o u ld i n
tim e be an in s t r u m e n t f o r a l l
ra m ific a tio n s
th e p e o p le .
In t h i s
c o n n e c tio n to w a rd s a n a t i o n a l sco p e L a z a r s f e l d p o i n t s o u t th a t ra d io z a tio n ,
c a n f a s c i l i t a t e m any t e n d e n c i e s t o w a r d c e n t r a l i
sta n d a rd iz a tio n ,
and m ass f o r m a t i o n w h ic h seem p r e
v a l e n t now i n o u r s o c i e t y . 7
T h is i s
r e a d i l y show n t o d a y i n
p o l i t i c a l and s o c i a l m e e tin g s as w e ll a s h o lid a y g a th e r in g s . A c c o rd in g to F ran k A rn o ld , b r o a d c a s tin g a s an in d u s t r y h a s grow n i n tw e n ty y e a r s t o a p o i n t w h ere i t
is
in c lu d
e d am ong t h e s i x l a r g e s t i n d u s t r i e s o f t h e U n i t e d S t a t e s . R a d io , he s a y s ,
r e p r e s e n ts a c a sh in v e s tm e n t o f $ 6 ,0 0 0 ,0 0 0 ,
0 0 0 a n d g i v e s e m p lo y m e n t t o 3 7 5 , 0 0 0 p e o p l e . 8 show t h a t r a d i o i n its
own r i g h t .
p r i s e r s th e
S in c e i t
is
is
a b ig b u sin e ss in
in th e hands o f p r iv a te e n te r
fu tu re o f ra d io as a b u sin e ss w ill,
gro w m uch m o r e . is
th e U n ite d S t a te s
T hese f i g u r e s
no d o u b t,
T h i s w i l l b e e s p e c i a l l y t r u e w hen t e l e v i s i o n
a s u n iv e r s a l as th e r a d io
is
to d ay .
The i m p o r t a n c e o f r a d i o h a s b r o u g h t a b o u t m an y d i f fe re n c e s o f o p in io n .
Some t h i n k t h e p r i m a r y p u r p o s e o f r a d i o
s h o u ld be t o e d u c a te th e p u b l i c , w h ile o t h e r s t h i n k e n t e r t a in m e n t s h o u ld be t h e m ain o b j e c t i v e .
The l a t t e r v i e w s e e m s
7 P a u l F . L a z a r s f e l d , R a d i o a n d t h e *P r i n t e d P a g e Y o r k : B u e l l , S l o a n a n d P e a r c e , 1 9 4 0 ) , p . 3 3T l 8 F r a n k A r n o l d , Do You W ant t o G e t • I n t o R a d i o ? Y o r k : F r e d e r i c k A . S t o k e s C o . , 194GT7 P*
(New
(New
5 to be h e ld by th e m a jo r ity . th a t i t
is
H ow ever, Je ro m e D a v is s t a t e s
a lm o st u n a n im o u sly co n c e d e d t h a t th e p r e s e n t u s e
o f th e r a d io
in
th e U n ite d S t a t e s i s h ig h ly d e f e c t i v e .
From a s o c i o l o g i c a l p o i n t o f v i e w , h e c o n t i n u e s , u n a n im ity o f o p in io n t h a t th e r a d io Q
e d u c a t e t h e A m e ric an p e o p l e . is s u e re so lv e s i t s e l f A m e ric an p u b l i c i s co m m erc ial r a d i o
th e re
is
sh o u ld be w id e ly u se d to
J a m e s A. M o y e r a d d s ,
"The
in to a q u e s tio n o f w h e th e r o r n o t th e
g o in g t o c o n t i n u e t o b e h o o d w in k e d b y
in te re s ts .
E d u c a tio n by r a d io
sh o u ld be
th e o b je c tiv e o f n a tio n a l p la n n in g ." ^ P a le y t a k e s th e o p p o s ite p o in t o f v ie w .
He a r g u e s
t h a t a s m uch h a s b e e n s a i d o f t h e i m p o r t a n c e o f c u l t u r a l p r o gram s,
i t m ig h t be w e l l t o p o i n t o u t i t
is
s till
r a d i o 's v e ry
v ita l
f u n c t i o n t o p r o v i d e t h e A m erican p u b l i c w i t h r e c r e a
tio n ,
re la x a tio n ,
s ta te d ,
la r g e ly in th e hands o f p r iv a te
As s u c h , m o s t o f t h e i r p r o f i t s
v e rtisin g . in g to
As h a s a l r e a d y b e e n
Mr* S a r n o f f e m p h a s i z e s e n t e r t a i n m e n t .
b ro a d c a s tin g i s eu rs.
and e n t e r t a i n m e n t . ^
As a r e s u l t ,
T oday r a d i o e n te rp re n -
a r e r e a l i z e d fro m ad
t h e b r o a d c a s t i n g c o m p a n ie s i n c a t e r
t h e v a s t A m e ric an p u b l i c have u s e d e n t e r t a i n m e n t a s
^ T he n a t i o n a l C o m m i t te e o n E d u c a t i o n b y R a d i o , R a d io As a C u l t u r a l F o r c e ( W a s h i n g t o n , D . C . , 1 9 3 4 ) , p . 5 . 10
» p*
11 W illia m
34.
s.
•
P a l e y , R a d io a s a C u l t u r a l F o r c e , p .
6 t h e i r m edium *
Many c o m p a n i e s c o m b in e e d u c a t i o n a n d e n t e r
t a i n m e n t i n s u c h a way a s t o a p p e a l t o a l l . The A m e r i c a n p u b l i c h a s w e lc o m e d t h e r a d i o w i t h o p e n a rm s*
I t h a s b e co m e a b e a u t i f u l a n d i m p o r t a n t a r t i c l e
fu rn itu re
i n n e a r l y e v e r y h o m e.
A lth o u g h th e num ber o f
s e t s p u rch ased i s n o t th e e x a c t in d ic a tio n a re in o p e ra tio n ,
it
is
a s t o how m an y
a re c o g n iz e d f a c t t h a t th e r e a re
m i l l i o n s o f r a d i o s b e in g tim e d i n e v e r y d a y . its e lf is lik e d .
of
T h is f a c t in
e n o u g h t o show t h a t t h e r a d i o p r o g r a m s a r e w e l l
I s i t n o t r e a s o n a b le to c o n c lu d e t h a t an in v e n tio n
so im p o r ta n t a s th e r a d i o h a s p ro v e d t o be w i l l h ave a p r o fo u n d s o c i a l e f f e c t upon s o c i e t y i n C o u ld i t n o t e x e r t a d e f i n i t e
th e U n ite d S ta te s ?
in f lu e n c e upon c u sto m s, m o res,
and a tt i tu d e s ? T he p o s s i b i l i t i e s c a n p r e d i c t how f a r i t s
o f r a d i o a r e b o u n d le s s an d no one s c o p e m ay s p r e a d *
t h a t no s a t u r a t i o n p o i n t i s new ness o f r a d i o . it,
T he m a i n r e a s o n
i n s i g h t m ay b e b e c a u s e o f t h e
I t h a s n o t had a lo n g h i s t o r y ,
a n d i m p r o v e m e n t s a r e b e i n g m ade d a i l y .
M ost p e o p le c an
n o t com prehend t h e t e c h n i c a l i t i e s o f r a d i o , w i t h awe u p o n t h i s
re m a rk a b le in v e n tio n .
Among t h e s e
fre q u e n c y m o d u la tio n ,
and s t i l l
lo o k
M a r t i n H. H e u m e y e r
p ro p h e s ie s th e fu tu r e p o s s i b i l i t i e s o f ra d io i n m an y f i e l d s .
a s we know
a re to be seen
f i e l d s w i l l be t e l e v i s i o n ,
e le c tro n ic s ,
g e o p h y sic s,
te m s, h ig h f r e q u e n c y d ia th e r m y , rem o te c o n t r o l ,
c a rrie r sys and v a rio u s
7 r a d io te c h n iq u e s in m e d ic in e . c itie s
t e l e v i s i n g program s*
e le s le a d in t h i s
fie ld
ip
Today t h e r e a r e a num ber o f
P r o b a b l y New Y o rk a n d L o s A n g
a t p re se n t*
The g o v e r n m e n t i s
li
c e n s i n g s t a t i o n s now f o r F r e q u e n c y M o d u l a t i o n .
R a d io i s
d e s tin e d to have a c l e a r v o ic e so a l l can h e a r ,
a n d e y e s so
a ll
can s e e . THE PROBLEM S ta te m e n t o f th e p ro b le m .
s t u d y t o d r a w som e d e f i n i t e fe c ts o f ra d io .
It
is
th e p u rp o se o f t h i s
c o n c lu s io n s c o n c e rn in g th e e f
I n t h i s r e s p e c t t h e f o l l o w i n g a r e a few o f
t h e p ro b le m s c o v e r e d by t h i s w ork: (1) D oes t h e r a d i o e d u c a te ? (2 ) Has r a d i o a f f e c t e d r e a d i n g ? W r itin g ? M is ic ? (5 ) W hat e f f e c t h a s r a d i o o n m a s s e n j o y m e n t ? ( 4 ) How d o e s t h e r a d i o i n f l u e n c e n a t i o n a l a f f a i r s ? (5 ) D o e s t h e r a d i o ( 6 ) W hat a r e
in c re a se n a tio n a l u n ity ?
th e e f f e c t s o f r a d io pro p ag an d a?
( 7 ) How d o e s r a d i o a f f e c t p e r s o n a l i t i e s ? ( 8 ) W hat i s
t h e e f f e c t o f r a d i o on t h e f a m i l y b u d g e t?
( 9 ) W hat i s
t h e e f f e c t o f r a d i o o n t h e hom e?
(10)
Is ra d io
s h a p in g a t t i t u d e s and c h a n g in g c u sto m s?
1 2 M a r t i n H. N e u m e y e r ,
op* c l t .,
p.
14.
8 T h is s tu d y i s fe c ts o f ra d io .
b u t a b e g in n in g in to
T here i s
a n e e d f o r s u c h a s t u d y i n v iew
o f th e f a c t th a t th e ra d io w a lk s o f l i f e . to d a y i s
th e s o c i a l e f
i s u s e d b y s o m an y p e o p l e i n a l l
One o f t h e m a j o r p r o b l e m s i n t h e i n d u s t r y
t h a t o f s e c u r in g " t h e g r e a t e s t good o f r a d i o
fo r
t h e g r e a t e s t n u m b e r " w h i l e a t t h e sam e t i m e s a t i s f y i n g ta s te
th e
o f m i n o r i t i e s and i n d i v i d u a l s . DEFINITIONS OF TERMS USED R a d io .
The te r m r a d i o
tio n u sin g e l e c t r i c i t y
i s u se d to d e n o te th e
in v e n
f o r s e n d in g and r e c e i v i n g o f p ro g ram s
t h r o u g h t h e m e d iu m o f t h e a i r w i t h o u t t h e u s e o f w i r e s . M ore s p e c i f i c a l l y ,
a s c om m o nly u s e d , r a d i o
is
an in s tru m e n t
u s e d by i n d i v i d u a l s t o h e a r p ro g ram s b r o a d c a s t o v e r th e a i r . A b ro a d c a s tin g s t a t i o n .
A b ro a d c a s tin g
p l a c e fro m w h ic h a l l p ro g ra m s o r i g i n a t e a i r to
be h e a r d .
T h is r e f e r s
to th e
lo c a l s ta tio n s . A. r e c e i v i n g s e t .
s ta tio n
is
and s p re a d in to
a
th e
a ls o to th e n a tio n a l c h a in s o r
A re c e iv in g
set is
a d e v ic e u se d to
" p ic k - u p " th e program s s e n t o u t by b r o a d c a s tin g s t a t i o n s . L is te n e r p a r tic ip a tio n . program i s p erso n .
A lis te n e r p a rtic ip a tio n
o n e i n w h i c h some o f t h e l i s t e n e r s
A c c o rd in g t o H e t t i n g e r and F e f f ,
ta k e p a r t in
th e f i r s t
p a r t i c i p a t i o n p ro g ra m s w ere s id e w a lk i n t e r v i e w s ,
lis te n e r
fo llo w e d by
9 c o m m u n ity s i n g s ,
sp e llin g bees,
A lis te n e r.
A lis te n e r
a n d a m a t e u r h o u r s ." * '3 is
a p e r s o n who t u n e s i n h i s
r a d i o r e c e i v i n g s e t f o r t h e p u rp o se o f h e a r in g p ro g ram s b ro a d c a st.
T h e r e a r e m any d e g r e e s o f l i s t e n i n g .
L u m le y g i v e s t h e
f o l lo w in g d e f i n i t i o n s w h ich s h o u ld
be in c lu d e d h e r e : ^ C o v erag e.
C overage i s
th e
a r e a i n w h ich a s t a t i o n
l a y s down a s i g n a l s t r e n g t h o f s p e c i f i e d v a l u e i n r e l a t i o n to th e lo c a l n o is e l e v e l. T he p o t e n t i a l a u d i e n c e .
The p o t e n t i a l a u d i e n c e may
b e d e f i n e d a s t h e n u m b e r o f hom es w i t h i n t h e c l e a r r e c e p t i o n ran g e. The s t a t i o n
a u d ie n c e •
The s t a t i o n
a u d ie n c e i s
th a t
p a r t o f th e
a v a i l a b l e a u d ie n c e w h ic h t u n e s i n t o a p a r t i c u
la r sta tio n
a t a p a r t i c u l a r tim e .
The p ro g ram a u d i e n c e .
T he p r o g r a m a u d i e n c e c o n s i s t s
o f t h e num ber o f s e t s tu n e d i n t o a p a r t i c u l a r p ro g ram .
S* H. H e t t i n g e r a n d W. J . H e f f , P r a c t i c a l R a d i o A d v e r t i s i n g (Hew Y o rk : P r e n t i c e H a l l , 1 9 5 8 ) , p . I f e l . 14
O h io :
F . H. L u m l e y , M e a s u r e m e n t i n R a d i o ( C o l u m b u s , O h io S t a t e U n i v e r s i t y P r e s s , 1 9 3 4 7 , p . 9 .
10 The i n g r e d i e n t s o f b r o a d c a s t i n g . b ro a d c a s tin g a re m u sic , Sound e f f e c t s ,
spoken w o rd s,
The i n g r e d i e n t s o f
and sound e f f e c t s .
i t m ig h t be a d d e d , a r e t o t h e e a r w hat i l l u s
tr a tio n s a re to
th e ey e.
T h e y a s s i s t t h e m in d i n v i s u a l i z
in g a s itu a tio n . METHODS OF PROCEDURE 4 s u ita b le b ack g ro u n d .
A su ita b le
b ackground f o r
t h e s t u d y o f " t h e s o c i a l e f f e c t s o f r a d i o " was s e c u r e d th ro u g h s tu d y in g books w r itte n and m e c h a n ic s o f r a d i o , c a ls,
and jo u r n a ls .
v ie w s, v i s i t s o ffic ia ls to
on t h e h i s t o r y , m e a su re m e n t,
and by r e a d in g m a g a z in e s, p e r i o d i
T h i s w as u p p l e m e n t e d b y p e r s o n a l i n t e r
to b ro a d c a s tin g s ta tio n s ,
o f th e se
sta tio n s,
c o rre sp o n d e n c e w ith
and a q u e s t i o n n a i r e s u b m itte d
s e le c te d stu d e n ts . A ll th e m a te ria l in
th is
th e s is
i s b a s e d on t h e s e
s t u d i e s and q u o ta tio n s a re u se d th ro u g h o u t t o le n d a u t h o r i t y to
th e fin d in g s .
is
t h e p u r p o s e o f t h i s w ork t o
w i t h a n a im t o
C e r ta in p ro b le m s h av e b een s e t up an d i t sift
fin d in g th e s o lu tio n s
th e m a t e r i a l s tu d ie d to t h e s e p ro b lem s.
THE BRAWLEY STUDY In Ja n u a ry , (C a lifo rn ia ) its
1 9 4 2 a s u r v e y w a s m ad e i n t h e B r a w l e y
sc h o o ls,
q u e s tio n s p e r t a i n i n g to r a d io and
e f f e c t s w ere a s k e d o f s t u d e n t s from t h e n i n t h g ra d e
11 th ro u g h ju n io r o o lle g e . to le a r n th e
The q u e s t i o n s w e re a s k e d i n o r d e r
in d iv id u a l re a c tio n to ra d io .
T h e s e s t u d e n t s w e r e s e l e c t e d b e c a u s e m an y s t u d i e s h a v e b e e n m ad e o f a d u l t s a n d o f c h i l d r e n w h i l e h a s b e e n som ew hat o v e r l o o k e d .
t h i s group
I t was f e l t t h a t by s e c u r i n g
th e v ie w p o in t o f t h i s n e a r - a d u l t a g e,
a m ore c o m p le te s t u d y
m ig h t be m ade. T he q u e s t i o n s day l i f e re p lie s
co n ce rn th e e f f e c t o f r a d io on e v e ry
and c u sto m s o f w ork a n d p l a y and s t u d y . in d ic a te th a t ra d io
th e s e e v ery day a c t i v i t i e s .
e x e rts a d e fin ite
The
i n f l u e n c e on
F r e q u e n t r e f e r e n c e w i l l b e m ade
t o t h i s B ra w le y S tu d y and t h e q u e s t i o n n a i r e i t s e l f a p p e a rs i n t h e A p p en d ix .
CHAPTER I I THE ATTITUDE OF THE LISTENER TOWARD BROADCASTING C la s sific a tio n a w id e r a n g e i n t h e tio n s
o f sta tio n s.
T he r a d i o l i s t e n e r h a s
c h o ic e o f s t a t i o n s .
The n u m b e r o f s t a
i n o p e r a t i o n a s o f O c t o b e r 1 , 1 9 4 0 w as 8 1 0 ,
and th e
F e d e r a l C o m m u n i c a t i o n s C o m m is s io n h a d i s s u e d c o n s t r u c t i o n p e r m i t s f o r t h e b u i l d i n g o f 54 a d d i t i o n a l o n e s ,
som e o f
w h ic h w ere u n d o u b t e d l y on t h e a i r p r i o r t o J a n u a r y 1 , 1 9 4 1 .^ At tim e s th e s e s t a t i o n s
c a r r y p rogram s in t h i r t y
la n g u a g e s f o r th e b e n e f i t o f th e a r e a s i n w h ic h t h e s e s t a t i o n s
d iffe re n t
fo re ig n bo rn p o p u la tio n in
are lo c a te d .2
A c c o r d i n g t o t h e F e d e r a l C o m m u n i c a t i o n s C o m m is s io n ra d io s t a t i o n s a re p la c e d in
th e fo llo w in g c l a s s i f i c a t i o n s ;
T here a re f o u r g e n e r a l c la s s e s o f s t a t i o n s : C l a s s I . C l a s s I s t a t i o n s a r e d i v i d e d i n t o tw o g r o u p s , b o t h o p e r a t i n g on c l e a r c h a n n e ls and d e s i g n e d to re n d e r e x te n s iv e p rim a ry s e r v ic e , and, a t n ig h t, s e c o n d a ry s e r v i c e o v e r an e x te n d e d a r e a and a t r e l a t i v e l y lo n g d is ta n c e s . C la s s I I . C la ss I I s t a t i o n s a r e se c o n d a ry s t a t i o n s an d o p e r a t e on c l e a r c h a n n e l s . They a r e d e s i g n a t e d to re n d e r s e r v ic e o v er a p rim a ry s e r v ic e a re a lim ite d b y a n d s u b j e c t t o s u c h i n t e r f e r e n c e a s may b e r e c e i v e d from C l a s s I s t a t i o n s .
^ P a u l F . P e t e r , The A m e r i c a n L i s t e n e r i n 1 9 4 0 (T h e A n n a l s o f t h e A m e r i c a n A cadem y o f P o l i t i c a l a n d S o c i a l S c i e n c e , J a n u a r y , 1 9 4 1 ) , p . 4* 2 F e d e r a l C o m m u n ic atio n s c o m m issio n , S i x t h A n n u al R e p o rt.
13 C la ss I I I . C la s s I I I s t a t i o n s o p e r a t e on a r e g i o n a l c h a n n e l w ith pow er o f one to f iv e k i lo w a t t s . C l a s s ITT. C la s s IT s t a t i o n s o p e r a t e on a l o c a l c h a n n e l a n d r e n d e r s e r v i c e p r i m a r i l y t o a c i t y o r to w n and i t s t e r r i t o r y . A s ta tio n o f th is c la s s is lim ite d t o 1 0 0 t o 350 w a t t s p o w e r . 3 A ll s t a t i o n s in th e U n ite d S t a te s m ust he c la s s e d in to
one o f th e above g ro u p s.
sta tio n s
T h ere a r e a g r e a t num ber o f
sp re a d th ro u g h o u t th e n t t i o n .
w a tts d e te rm in e s th e
T he n u m b e r o f k i l o
s tre n g th o f th e s ta tio n .
THE KINDS OF LISTENERS T he a v e r a g e l i s t e n e r . who l i s t e n s
T he a v e r a g e l i s t e n e r i s
a p a rt o f each day to
s e le c te d p ro g ram s.
one T hese
p rogram s a re chosen b e c a u se o f th e i n t e r e s t o f th e l i s t e n e r . H e t t i n g e r and N e ff d e f i n e th e i c a l fig u re liv in g
"av erag e l i s t e n e r "
a s a m y th
i n a s m a l l to w n , m a k in g f2 ,0 Q 0 p e r y e a r .
He i s m a r r i e d a n d h a s tw o c h i l d r e n . d id n o t g ra d u a te b u t h is
The h e a d o f t h e
fa m ily
c h ild r e n a re h ig h s c h o o l g ra d u a te s .
He d r i v e s a lo w p r i c e d c a r a n d g o e s t o t h e " m o v i e s " o n c e a w e e k .4
T h is g iv e s u s a v i v i d p i c t u r e o f o u r " a v e ra g e l i s
t e n e r ^ who i s
3 4
e v i d e n t l y a n a v e r a g e m an .
F e d e r a l C o m m u n ic a tio n s C o m m issio n , o p . c i t . ,
p. 48.
H erm an S . H e t t i n g e r a n d W. J . N e f f , P r a c t i c a l R a d i o A d v e r t i s i n g (New Y o r k : P r e n t i c e H a l l , l $ 3 d ) ', p . 1 3 3 .
14 V a r i o u s e s t i m a t e s h a v e b e e n m ade a s t o t h e n u m b e r o f a c tu a l hou rs th e in .
"av erag e l i s t e n e r " keeps h is ra d io
tu n e d
V i o l e t G. S t o n e m ade a s t u d y o f s c h o o l c h i l d r e n i n t h e
lo w e r g r a d e s and c o n c lu d e d th e l i s t e n i n g s i x and o n e - q u a r te r h o u rs p e r w e e k .5 in one o f h is a r t i c l e s :
t i m e f o r th e m w a s
P a u l F. P e t e r s t a t e s
"T he a n sw e r t o
th e q u e s tio n a s to
how m u ch t h e home r a d i o s e t i s u s e d , w a s f o u n d i n
th e 1937
s u rv e y to be f o u r h o u rs and tw e n ty -tw o m in u te s d a i l y . " R u ral fa m ilie s used t h e i r s e ts u te s d a ily ,
fo u r h o u rs,
f o r t y - s e v e n m in
and u rb a n f a m i l i e s had t h e i r s e t s tu n e d in
fo u r a
h o u rs , n in e m in u te s p e r day,
a c c o rd in g to h is
fin d in g s .
W h ile s t u d y i n g a n o l d e r g r o u p o f s t u d e n t s ,
K e ith I .
T y l e r f o u n d t h a t t h e i r a v e r a g e l i s t e n i n g t i m e w a s tw o h o u r s and tw e n ty m in u te s d a i l y . tim e l i s t e n i n g g ro u p . 7
He s t a t e d
th a t g irls
s p e n d m o re
t o t h e r a d i o t h a n d o b o y s o f t h e sam e a g e
A c c o r d i n g t o a s u r v e y b y t h e C o lu m b ia B r o a d c a s t i n g
i n 1 9 4 1 , t h e a m o u n t o f l i s t e n i n g t i m e i s g r e a t e s t i n m e d iu m s i z e d c o m m u n itie s , w i t h s m a ll to w n s t a k i n g a c l o s e
second.
5 V i o l e t G. S t o n e , C h i l d r e n ys P r e f e r e n c e s f o r R a d i o P ro g ram s ( U n i v e r s it y o f S o u th e rn C a l i f o r n i a , u n p u b lis h e d M a s te r’ s T h e s is , 1 9 3 7 ). 6 P a u l F. P e te r ,
o£.
c i t . , p.
3.
7 K e i t h I . T a y l o r , " R a d io S t u d i e s i n O a k la n d , C a l i fo rn ia ." E d u c a t i o n On T he A i r ( C o l u m b u s , O h i o : U n i v e r s i t y P r e s s , 1934V," Voir 5 .
15 But even In c i t i e s
o f o v e r 3 5 ,0 0 0 p o p u l a t i o n ,
se t-u sin g
f a m ilie s a v e ra g e fo u r h o u rs and t h i r t y - t h r e e m in u te s a day lis te n in g
to
th e r a d i o .8
Why d o e s t h e a v e r a g e l i s t e n e r l i s t e n ? q u e s t io n in v o lv e s a num ber o f e x p l a n a t i o n s .
O b v io u sly th e The a v e r a g e
l i s t e n e r p r e f e r s t o b e e n t e r t a i n e d e v e n w hen r e c e i v i n g u s e 9 f u l in fo rm a tio n . He u s u a l l y f e e l s a p e r s o n a l r e l a t i o n s h i p b e tw e e n h i m s e l f an d t h e b r o a d c a s t e r . dem ands v a r i e t y d ram a, m u s ic ,
T he a v e r a g e l i s t e n e r
in h i s e n te r ta in m e n t and f in d s p le a s u r e in
a n d com edy a s w e l l a s i n n e w s,
e d u c a tio n a l p rog ram s.
Some l i s t e n e r s
h isto ry ,
and
tu n e in b ecau se th e y
a r e s h u t- in s and can n o t s h a re th e r e c r e a t io n o f o th e r s .
To
th e m t h e r a d i o m u s t s e r v e a s a d o o r w a y t h r o u g h w h i c h t h e y m ay v i e w t h e w o r l d w h i c h h a s b e e n d e n i e d t h e m .
Many l i s t e n
e r s who c a n n o t a f f o r d t o go o u t t o t h e a t e r s o r p l a c e s o f am u sem en t,
o r w hose f a m i l i e s a r e so l a r g e
o u t in c o n v e n ie n t,
fin d th e ra d io w ith i t s
e s t i n g p ro g ram s a happy s o l u t i o n to way, th r o u g h l i s t e n i n g in c re a sin g ly
v a r ie d and i n t e r
t h e i r p ro b le m .
a s a fa m ily g ro u p ,
In t h i s
t h e home b e c o m e s
im p o rta n t a s a c u lt u r a l c e n te r .
M ost p r o g ra m s a r e c itin g ,
a s t o m ake g o i n g
and b a la n c e d .
chosen because th e y a re tim e ly ,
These th r e e s ta n d a r d s o f s e l e c t i o n
8 C o lu m b ia B r o a d c a s t i n g S t a t i o n s , P ro g ra m Book (Hew Y o r k : S e p t e m b e r , 1 9 4 1 ) . ^ H e ttin g e r and H e ff,
op. c i t .,
p. 47.
ex
16 p ro d u ce a d iv e r s e ,
f l e x i b l e p ro g ram s c h e d u le ,
s i g n e d t o w in a n d r e t a i n e r s . 1'0
th e
in te r e s t o f m illio n s o f l i s t e n
O b v io u s ly t h e r e a r e m ore l i s t e n e r s
g roup th a n in a l l
th e o th e r s .
g r e a t b u lk o f program s i s
c a r e f u lly de
It
in th e av erag e
i s to t h i s group t h a t th e
d ire c te d .
th e g r e a t e s t s o c i a l e f f e c t on t h i s
C o n se q u e n tly r a d i o h a s ty p e and p rogram s a re
b u i l t m a i n l y t o s a t i s f y h im . When d o e s t h e a v e r a g e l i s t e n e r l i s t e n ? s o m e th in g on t h e a i r t w e n t y - f o u r h o u r s a d a y .
T here i s From t h i s
b om bardm ent o f p ro g ra m s t h e a v e r a g e l i s t e n e r s e l e c t s h i s fa v o rite s.
T a b le I ,
on p a g e 1 7 ,
c o m p ile d by t h e C o lu m b ia
B r o a d c a s t in g S y stem , te n se
s h o w s w h en t h e l i s t e n i n g 11 f o r u rb an f a m ilie s . The f i g u r e s
i s m ost in -
i n T a b l e I show t h e a v e r a g e p e r c e n t a g e s
o f a l l U n ite d S ta te s u rb an r a d io
fa m ilie s lis te n in g
in
th e
s i x h a lf - h o u r p e rio d s in
th e m o rn in g , th e tw e lv e h a l f - h o u r
p e rio d s
and th e
in th e a fte rn o o n ,
th e e v e n in g . day,
te n h a lf-h o u r p e rio d s in
T h e f i g u r e s show t h a t f r o m M onday t h r o u g h F r i
2 6 .1 p e r c e n t o f u rb a n r a d io
fa m ilie s lis te n
d u rin g
t h e a v e r a g e h a l f - h o u r b e t w e e n 9 : 0 0 A.M. a n d N o o n ; o n S a t u r day,
2 4 .4 p e r c e n t o f t h e s e
fa m ilie s lis te n
in th e a v erag e
10 C o l u m b i a B r o a d c a s t i n g S y s t e m , o £ . c i t . 11
N a t i o n a l A s s o c i a t i o n o f B r o a d c a s t e r s , U rb a n K ad io L i s t e n i n g i n t h e U n i t e d S t a t e s (New Y o r k : M a r c h , 1 9 4 1 ) , p .
17
TABLE I ANNEAL AVERAGE PERCENTAGES OF URBAN FAMILIES LISTENING TO RADIO BROADCASTS
, „ „. A verage h a lf - h o u r a u d ie n c e
P e rc e n ta g e s M onday S a tu rd a y
Sunday
M o rn in g
( 9 :0 0 - I S : 00)
2 6 .1
2 4 .4
21*6
A fte rn o o n
(1 2 :0 0 -
6 :0 0 )
2 2 .5
2 4 .9
2 6 .0
E v en in g
( 6 :0 0 - 1 1 :0 0 )
4 4 .7
4 0 .1
4 5 .9
18
m o rn in g h a l f - h o u r ;
on S u n d a y t h e f i g u r e s b e c o m e 2 1 . 6 p e r
cen t o f a l l u rb an ra d io
fa m ilie s.
O th e r c h a r t s w ere p r e s e n t e d sh o w in g t h e l i s t e n i n g a u d ie n c e by s e a s o n s . in
T he g r e a t e s t a m o u n t o f l i s t e n i n g w as
t h e w i n t e r e v e n i n g s , w h i l e t h e l o w e s t f i g u r e p l o t t e d was
2 0 . 1 p e r c e n t S u n d a y m o r n i n g s i n t h e su m m e r, fig u re s,
one soon d i s c o v e r s t h e r e
" sm a ll" r a d io a u d ie n c e .
T ru e,
some p e r i o d s t h a n a t o t h e r s , c e n ta g e s m ust be a p p lie d i s ages tr a n s la te
s tu d y in g th e
i s no s u c h t h i n g a s a
th e a u d ie n c e i s g r e a t e r a t
b u t t h e b a s e t o w h ic h a l l p e r so huge t h a t e v en "lo w " p e r c e n t
th e m se lv e s in to
tre m e n d o u s n u m b ers.
2 0 .1 p e r c e n t f i g u r e r e p r e s e n t s a lm o s t 4 ,0 0 0 ,0 0 0 a t l e a s t 8 ,0 0 0 ,0 0 0 p e o p le — a c t u a l l y l i s t e n i n g h a l f - h o u r S u n d a y m o r n i n g o f t h e su m m e r.
Thus th e
fa m ilie s —
in th e a v e ra g e
12
G a l l u p p o l l f i g u r e s show w h i l e 1 1 , 5 0 0 , 0 0 0 c i n e m a d d ic ts
sit
in t h e i r fa v o rite
d a y , 5 4 ,0 0 0 ,0 0 0 r a d i o
c in e m a n s io n s o f an a v e ra g e Sun
fan s l i s t e n
t o J a c k B e n n y on t h e a i r .
On a n a v e r a g e M onday 5 , 4 2 8 , 0 0 0 g o t o s it
th e m o v ie s; 2 6 ,0 0 0 ,0 0 0
a t home t o h e a r t h e L u x R jadio T h e a t e r p r o g r a m .
g ro w o u t o f t h e h a b i t o f g o i n g t o m o v i e s . fo r th is
are;
P e o p le
T he c h i e f r e a s o n s
th e y g e t m a rrie d , have b a b ie s,
a n d s p e n d m ore
tim e a t h o m e .1 ^
3*2 N a t i o n a l A s s o c i a t i o n o f B r o a d c a s t e r s , ^
M a g a z in e , J u l y 21,
1941, p .
75.
lo c .
o it.
19 The c a s u a l l i s t e n e r . t u r n s on h i s r a d i o
T h e c a s u a l l i s t e n e r i s o n e who
and p a y s l i t t l e
i s b e in g b r o a d c a s t.
o r no a t t e n t i o n
to w hat
T h is t y p e o f l i s t e n e r t u r n s on th e
r a d i o p r o b a b l y m o r e f o r c o m p a n i o n s h i p o f t h e hum an v o i c e th a n f o r e n te rta in m e n t o r m u sic .
H o u s e w i v e s who u s u a l l y
s p e n d t h e d a y a l o n e a t home w o u l d c o m p r i s e t h e l a r g e r p a r t of th is
c la ss ific a tio n .
T he r e a s o n f o r t h i s
is
t e n in g h o u rs a re lo n g e r w ith few er i n t e r v a l s lis te n in g .
S h u t - i n s w o u ld a l s o
fa ll
th a t l i s
o f in te n se
in to t h i s g ro u p .
The c a s u a l l i s t e n e r i s u n l i k e t h e a v e r a g e l i s t e n e r w ho, a c c o r d i n g t o L u m ley , t u n e s i n t o l o c a l s t a t i o n s o f lo u d e st s ig n a l s tre n g th ,
t e n d i n g to em p h a size s e l e c t i o n s o f
p ro g ram s r a t h e r th a n c o n tin u o u s l i s t e n i n g to one s t a t i o n . The a v e ra g e l i s t e n e r l i k e s m u s ic , sp o rts,
n ew s r e p o r t s ,
s e m i- c la s s ic a l m u sic . to
in
com edy, d r a m a ti c p ro g ra m s ,
th e o r d e r m e n tio n e d .
H is r a d i o
set is
tu n e d in fro m f o u r
f i v e h o u r s a d a y , m o s t l y i n t h e e v e n in g b e tw e e n se v e n
a n d n i n e , m u ch l e s s i n t h e m o r n i n g , a fte rn o o n *
and l e a s t o f a l l in th e
The a v e r a g e l i s t e n e r h a s l i t t l e
an y p a r t i c u l a r d a y o f t h e w eek an d l i s t e n s th e
He p r e f e r s
sum m er a s o t h e r t i m e s o f t h e y e a r .
o r tw o p e r s o n s i n t h e e v e n i n g s . p rogram l i s t i n g s t o w h ich he i s
a b o u t a s m uch i n
He l i s t e n s w i t h o n e
He l o o k s o v e r t h e n e w s p a p e r
l e s s t h a n h a l f t h e t im e ; knows t h e s t a t i o n
lis te n in g
s e v e n ty p e r c e n t o f th e tim e ;
i d e n t i f i e s th e sp o n so r about t h i r t y - f i v e tim e .
p referen ce fo r
and
p e r cen t o f th e
ao One o f t i l e i m p o r t a n t s o c i a l e f f e c t s o f t h e r a d i o t h a t o f c o m p a n io n sh ip .
It
is
p ro m p ts th e c a s u a l l i s t e n e r to
t h i s g r e g a r i o u s s p i r i t w h ic h tu n e in h i s r a d i o ,
th a n f o r an y p a r t i c u l a r v a lu e he m ig h t r e c e i v e gram .
is
ra th e r
fro m th e p r o
In t h e B ra w le y S tu d y t h e q u e s t i o n was a s k e d ,
"D oes
t h e r a d i o m ake y o u f e e l y o u a r e n o t a l o n e w hen y o u a r e a lo n e ? * th is
S ee T a b le I I on t h e f o l l o w i n g p a g e .
q u e stio n 109,
a t i v e , w h ile 22,
o r 8 2 .2 p e r c e n t,
o r 1 6 .8 p e r c e n t ,
an sw ered in th e a f f ir m
gave a n e g a tiv e re p ly .
T h i s w o u ld i n d i c a t e t h a t t h e l i s t e n e r th e ra d io *
In answ er to
fo u n d c o m p a n io n s h ip i n
T h is s o c i a l c o n s c io u s n e s s seem s t o b e s a t i s f y i n g
e s p e c ia lly to th e c a su a l l i s t e n e r . T ab le I I I , q u e stio n , th is
on p a g e 2 2 , r e c o r d s t h e a n sw e rs t o t h e
"Do y o u l i s t e n
to t h e r a d i o w h ile you w ork?"
q u e s tio n 50, o r 4 8 .1 p e r c e n t,
lis te d
th a t th e y l i s t e n
ed r e g u l a r l y w h i l e t h e y w ork; 6 5 , o r 4 9 . 6 p e r c e n t , o c c a sio n a lly ;
and 1 6 , o r 1 2 .3 p e r c e n t,
w h ile th e y w ork.
To
lis te n
do n o t l i s t e n
at a ll
T h i s m ay b e d u e i n p a r t t o t h e t y p e o f
w ork, b u t ju d g in g from t h e m a j o r i t y o f r e p l i e s , assum ed t h a t l i s t e n i n g ,
i t m ay b e
e s p e c ia lly o f th e c a s u a l ty p e ,
is a
g en eral h a b it. T h ere i s l i s t e n e r tu n e s
a n o th e r ty p e o f " c a s u a l l i s t e n e r . "
T h is
in a t i n t e r v a l s w ith no p a r t i c u l a r p rog ram i n
m i n d , b u t f o r w h a t e v e r e n t e r t a i n m e n t h e m ay c h a n c e t o fill
a n i d l e m o m e n t.
T h e r e m ay o r m ay n o t b e i n t e n s e
fin d to
TABLE I I TABULATION OF ANSWERS TO THE QUESTION "DOES THE RADIO MAKE YOU FEEL YOU ARE NOT ALONE WHEN YOU ARE ALONE?"
Boys Y es No
G rade
N in th
........................................................................
10
T e n th
............................... .
10
G irls Y es No
4 4
12
3
7
2
E l e v e n t h .........................................
14
1
14
3
T w e lfth
10
3
11
0
J u n i o r C o l l e g e ....................................................
16
1
5
1
T o t a l s ...............................
60
13
49
9
Boys a n d g i r l s ,
t o t a l a n s w e rin g "Y es"
Boys and g i r l s ,
t o t a l a n s w e r in g "N o"
109 22
22
TABLE III TABULATION OF ANSWERS TO THE QUESTION "DO YOU LISTEN TO THE RADIO WHILE YOU WORK?"
R e g u la rly
G rade
Boys
G irls
O c c a sio n a lly Boys
G irls
Not a t a l l Boys
G irls
N i n t l i .....................
2
6
6
6
5
4
T e n t h .....................
6
6
5
3
3
0
E le v e n th
• .
.
2
12
11
5
3
0
T w e lfth
.
.
4
4
?
8
1
1
4
4
13
1
0
1
18
32
42
23
12
6
.
J u n i o r C o lle g e T o ta ls Boys and g i r l s
50
65
18
23 l i s t e n i n g o n h i s p a r t a c c o r d i n g t o h i s m ood a n d t h e t y p e o f p ro g ram he s e l e c t s . T he c a s u a l l i s t e n e r i s th e
s o c i a l im p a c t o f r a d i o
w ith w h ic h h e l i s t e n s .
p erh ap s th e l e a s t a f f e c te d by
due t o
Even s o ,
t r a c t and h o ld h i s a t t e n t i o n . 8 h a b i t w h ic h i n i t s e l f i s
th e la c k o f a tte n tio n c e rta in
program s w i l l a t
The a c t o f t u n i n g i n b e c o m e s
one o f th e
so c ia l e ffe c ts of
ra d io . The c r i t i c a l
lis te n e r.
The c r i t i c a l l i s t e n e r i s o n e
who t u r n s o n h i s r a d i o w i t h c a r e .
He s t u d i e s t h e n e w s p a p e r
lis tin g s
o n ly to p rogram s he i s
o r ra d io
lo g ,
s u r e w i l l i n t e r e s t h im .
and l i s t e n s
T he k i n d o f p r o g r a m h e w i l l s e l e c t
w i l l depend upon h is e d u c a tio n a l and c u l t u r a l b ack g ro u n d , e c o n o m ic s t a t u s , lis te n e r.
and g e n e r a l i n t e r e s t s .
He i s a r a t i o n a l
C r i t i c a l a b i l i t y m ust n o t be c o n fu s e d w ith th e
c ritic a l lis te n e r. p o sse sse d by a l l
C ritic a l a b ility
lis te n e rs ,
in
som e d e g r e e m ay b e
but c r i t i c a l l i s t e n e r s a re in
th e m in o rity . L i s t e n e r s m ay c r i t i c i z e a n o th e r such a s:
th e ra d io
c o n stru c tiv e c r itic is m ,
j e c t i o n s a n d c o m m e n ts .
i n o n e way o r fan l e t t e r s ,
ob
T h e s e m ay b e w r i t t e n o r t e l e p h o n e d
i n t o t h e b r o a d c a s t i n g s t a t i o n s o r d i s c u s s e d am ong t h e m s e l v e s . T h is g ro u p o f l i s t e n e r s
i s n o t to be co n fu se d w ith th e
c r i t i c a l l i s t e n e r who l i s t e n s t o h i s own s e l e c t i o n o f
24 p ro g ram s and r e f u s e s to l i s t e n reaso n s fo r th is
to any o th e r .
ty p e o f l i s t e n i n g
a re:
The m a i n
la c k o f tim e ,
o f i n t e r e s t in m is c e lla n e o u s ty p e s o f p rogram s,
la c k
e g o tism ,
and c u l t u r a l b a c k g ro u n d . The m a in p u r p o s e o f r a d i o
fo r th is
ty p e o f l i s t e n e r
w o u l d a p p e a r t o b e f o r e n t e r t a i n m e n t a n d i n c r e a s e d know le d g e a lo n g th e
lin e s o f h is deepest in te r e s ts .
w o u ld c a u s e l i t t l e
change in h is d a ily r o u tin e ,
The r a d i o a c tin g
m e r e ly a s an a u x i l i a r y t o h i s im m e d ia te i n t e r e s t s .
T he
c r i t i c a l l i s t e n e r w i l l p r o b a b l y n e v e r becom e an a v e r a g e lis te n e r. LISTENING AGES Age a n d t h e l i s t e n e r .
Age p l a y s a r e l a t i v e l y
p a rt in lis te n in g a c t iv i t ie s
a c c o rd in g to L o n g s ta ff,
in te llig e n c e
has l i t t l e
sm a ll and
o r no b e a r i n g i n d e t e r m i n i n g who
l i s t e n s o r w hat w i l l b e re m e m b e re d .15
Many c h i l d r e n s p r o
gram s a r e l i s t e n e d t o and e n jo y e d by a d u l t s .
H ow ever,
L u m le y a d d s , t h e m o s t p o p u l a r p r o g r a m s w e r e i n t e n d e d f o r a n d e n j o y e d b y a d u l t s . 15 p ro g ram s and d i s l i k e o r " e d u c a tio n a l.”
C h ild re n l i s t e n
to and e n jo y a d u lt
h a v in g p ro g ram s la b e le d ” f o r c h i l d r e n ”
T here a re
1 a r e so c o n f l i c t i n g m ay h e a r w h a t h e w a n t s t o b e l i e v e .
PQ
fig h tin g
Ib id . , p.
28.
30 i b i d . , p .
29.
t h a t th e l i s t e n e r
T he c r i t i c a l l i s t e n e r
61 w i l l p r o b a b l y d i s b e l i e v e m any o f t h e
re p o rts
he h e a r s ,
w h ile
t h e c a s u a l a n d a v e r a g e l i s t e n e r s m ay b e c o m e m u c h a f f e c t e d . At any r a t e , p o rts,
th e l i s t e n e r ,
by g e tt i n g
b o th s id e s o f th e r e
c a n come t o a m o r e r a t i o n a l b e l i e f a s t o
j u s t w hat i s
h a p p e n in g . It
is
in te re s tin g
t o n o t e w h a t C ly d e R. M i l l e r h a s t o
s a y a b o u t r a d i o and p ro p a g a n d a .
He s t a t e s :
Of a l l th e c h a n n e ls th r o u g h w h ic h p ro p a g a n d a f lo w s , r a d i o i s th e m ost e f f e c t i v e in p r e v e n tin g o r i n a c c e l e ra tin g s o c ia l change. By r a d i o t h e p r o p a g a n d i s t s c a n b r in g h i s v o ic e and a l l th e p e rs u a s iv e pow er o f h i s em o tio n s to m i l l i o n s o f p e o p le , and w ith th e sp e e d o f lig h t. S in c e 1932 r a d i o th u s u t i l i z e d a s a p ro p a g a n d a c h a n n e l, has been a p o w e rfu l in s tru m e n t f o r a c c e l e r a t i n g s o c i a l c h a n g e . 31 S t.
P a u l m ig h t be te rm e d c h i e f p r o p a g a n d i s t o f t h e
e a r l y C h r i s t i a n C h u rch w here he fo u n d e p i s t l e s s p o k e n w ord e f f e c t i v e
b u t slo w .
p ro p a g a n d is t o f th e R e fo rm a tio n .
and th e
M a rtin L u th e r m ig h t be th e He u s e d t h e s p o k e n w o rd
an d t h e n e w ly in v e n t e d p r i n t i n g p r e s s t o add sp e e d t o h i s propag anda.
T hese e a r l y p r o p a g a n d is ts ,
to d a y , w ere u t i l i z i n g
ju s t a s th o se o f
c h a n g in g tim e s and c o n d itio n s to
sp re ad t h e i r propaganda.
I n m o d e r n t i m e s t h e G e rm a n s h a v e
b ro u g h t out th e
f u l l c a p a c ity o f th e r a d io ,
speed o f l i g h t ,
to m illio n s o f lis te n e r s
w h ic h h a s th e
in sp re a d in g t h e i r
31 C l y d e R . M i l l e r , " R a d i o a n d P r o p a g a n d a , " T he A n n a l s o f t h e Am e r i c a n A c ad e m y o f P o l i t i c a l a n d S o c i a l S c ie n c e , Ja n u a ry , 1941, p . 71.
62 p ro p ag an d a b e fo re
strik in g
R a d i o h a s come i n t o
a t som e h a p l e s s n a t i o n * its
own a s a m ed iu m o f p r o p a
ganda d u rin g th e s e re c e n t y e a rs . " R a d io c u t l i t t l e
fig u re
i n th e p ro p ag a n d a o f L e n in and t h e
e a r l y propaganda o f M u s s o lin i, w as a p ro p a g a n d a c h a n n e l o f t h e th e U n ite d S t a te s ,
A c c o rd in g t o A lf r e d L ee ,
th e
F a sc ist,
first
h u t by 1933 i t
i m p o r t a n c e . " 32
In
F a t h e r C o u g h l in , Huey P . L o n g , a n d
F r a n k l i n D. R o o s e v e l t won g r e a t m a s s e s o f f o l l o w e r s b e c a u s e t h e y knew how t o
use
th e r a d io . M ille r ad d s,
I f b e fo re t h e b a t t l e o f A u s t e r l i t z , N ap o leo n h ad a d d r e s s e d t h e F r e n c h Army h i s v o i c e , u n d e r t h e m o s t f a v o r a b l e c i r c u m s t a n c e s , m i g h t h a v e r e a c h e d a fe w d i v i s i o n s o f m en. When A d o l p h H i t l e r l a u n c h e d h i s a t t a c k o n t h e Low C o u n t r i e s h e d e c l a r e d t h a t t h e R e ic h was a b o u t t o fb a t t l e f o r t h e l i f e o r d e a t h o f t h e G erm an n a t i o n . * H i s v o i c e c o u l d b e h e a r d b y e v e r y s o l d i e r a n d b y 8 0 , 0 0 0 , 0 0 0 G erm an c i t i z e n s . 3 3 As s u c h , H i t l e r h a d a c h i e v e d a m o n o p o l y o f p r o p a g a n d a i n G erm any.
In th e U n ite d S t a t e s th e r e
in g p ro p ag an d as, is
b u t F e d e r a l pow er to
a r e s t i l l m any c o m p e t c o n tro l b ro a d c a s tin g
s u c h t h a t a g o v e r n m e n ta l m o n o p o ly o f p r o p a g a n d a g ro w s
sin c e
th e e x is te n c e o f our p re s e n t s t a t e P ropaganda i s an a tte m p t
been e s ta b lis h e d th a t rd d io
can
to
o f w ar.
p ersu ad e.
I t has
a lre a d y
be u se d e f f e c t i v e l y a s a
32 A l f r e d M. L e e a n d E l i z a b e t h B. L e e , T h e F i n e A r t o f P r o p a g a n d a (New Y o r k : H a r c o u r t , B r a c e a n d C o . , 1 9 3 9 ) p . 42. 3 3 C l y d e R. M i l l e r , 0£ . c i t . , p . 7 2 .
63 propaganda d e v ic e .
W a l t e r H. W i l k e m a d e a s t u d y c o m p a r i n g
th e d ir e c t sp eech ,
th e ra d io ,
ganda d e v ic e s .
th is
ra d io
ad d ress,
a ttitu d e s
In
and th e p r i n t e d page a s p ro p a
stu d y i t
th o u g h s l i g h t l y
was f o u n d t h a t a t e n m in u t e
le s s e ffe o tiv e
th a n a te n m in u te l e c t u r e ,
in
ch an g in g
p ro v ed c o n s id e ra b ly
m ore e f f e c t i v e
t h a n a t e n - m i n u t e r e a d i n g o f t h e sam e m a t e r i a l
in
f o r m .® ^
th e p r in te d
T hat th e ra d io
is
a g re a t fo rce
f o r p ro p ag an d a can
b e s t b e s e e n by t h e way t h e a r r o g a n t w a r p o w e rs o f E u ro p e a r e u sin g i t trie s
to d a y i
L o r d Haw-Haw who b r o a d c a s t s t o
t o b r e a k down t h e m o r a l e o f t h e B r i t i s h
c o m m e n ts . to a f f e c t
th e E n g lis h
by h i s
tim e ly
T h e r e c e n t "Yn f o r V i c t o r y d r i v e b y t h e E n g l i s h t h e m o r a l e o f t h e G e rm a n s w a s u s e d o n t h e r a d i o
as w e ll a s b illb o a r d s
and o t h e r p l a c e s .
H ere i n th e U n ite d
S t a t e s t o d a y m an y o f o u r n a t i o n a l l e a d e r s a r e u s i n g t h e ra d io
sp re a d in g p ro p ag an d a f o r o u r a l l - o u t
p resen t c o n flic t.
A ll o f th e se
e ffo rts
in th e
an d m any m ore t o o n u m e ro u s
to m e n tio n c o n s i s t o f p ro p ag an d a to g e t p e o p le to a c t . r a d io w i l l becom e,
it
s e e m s , t h e g r e a t e s t d e v i c e know n f o r
s p r e a d i n g p ro p a g a n d a t h a t t h e w o r ld h a s e v e r known. f a r - r e a c h in g a ir-w a v e s ra d io
By i t s
t e n a c i e s o f p ro p ag an d a can
r e a c h e v e r y know n l a n d w h e r e t h e r e
34
The
is a re c e iv in g s e t to
B. B. L o u d e r m ilk , " E f f e c t o f t h e R a d io on L i s t e n e r s A t t i t u d e s , " E d u c a tio n on th e A i r , 1939 e d i t i o n , p . 2 3 4 .
64 ta k e
it
in . R a d io a s a n a i d t o
le isu re
and r e c r e a t i o n .
a n d a lw a y s h a s b e e n an in s t r u m e n t f o r l e i s u r e
R a d io i s
and r e c r e a tio n .
T h e t i r e d w o r k e r o n c o m in g home f r o m a h a r d d a y s w o r k w i l l in h is le is u r e
sit
down a n d l i s t e n
.re s p e c t th e ra d io
is
T h is s ta te m e n t i s
c o n firm e d ,
to
th e r a d io .
In th is
c o n s i d e r e d by m any a s a n e c e s s i t y .
b y th e B ra w le y S tu d y .
th o u g h n o t c o n c l u s i v e l y p ro v e d
See T a b le X 7I,
on p a g e 6 5 .
T he f i g u r e s
i n T a b l e XVI show t h a t t h e g r e a t m a j o r i t y o f s t u d e n t s
con
s id e re d th e ra d io as a n e c e s s ity .
an i n
d is p e n s a b le in stru m e n t
it
is
to m illio n s to d a y .
The r a d i o m ay b e c a l l e d fo r le isu re
At any r a t e ,
and r e c r e a t i o n .
th e in s tru m e n t o f th e poor
They c a n n o t a f f o r d
t o go t o
th e
k i n d o f e n t e r t a i n m e n t w h ic h t h e y o f t e n h e a r on t h e r a d i o free
o f ch arg e.
T he r a d i o ,
m ent f o r th e p o o r;
it
is
h o w ever,
I f th e ra d io
and r e c r e a t i o n ,
p r e s e n t ty p e s o f p ro g ram s, m ost p a r t ,
n o t j u s t an i n s t r u
e q u a lly e n jo y e d by th e r i c h
a v e r a g e in c o m e g r o u p s a s w e l l . in stru m e n t o f l e i s u r e
is
th a t is ,
it
is
to
and
be an
w o u ld seem t h a t t h e
e n te ra ta in m e n t
fo r th e
sh o u ld c o n tin u e to be in th e m a jo r ity .
In re g a rd to
r a d i o S h erw o o d G a te s co m m en ts,
R e g a r d l e s s o f how we m ay d e f i n e a n d d e l i m i t c u l t u r e , r e c r e a t i o n , a n d e d u c a t i o n t h e r a d i o i s u n d e n i a b l y m ak i n g a tr e m e n d o u s im p a c t on m odern l i f e * I t i s p o ssib le to s a y , h o w ever, t h a t i n p o t e n t i a l i t i e s , no g r e a t e r c u l t u r a l m e d iu m h a s b e e n i n t r o d u c e d i n t o s o c i a l l i f e sin c e th e in v e n tio n o f p r in tin g . I t m ay a l s o b e s a i d
65
TABLE XVI TABULATION OF ANS¥ifERS TO THE QUESTION *DQ YOU CONSIDER THE RADIO A NECESSITY?*
G rad e
Yes
No
N in th
...............................
11
T e n th
................................
6
E le v e n th
.....................
8
T w e lfth
.....................
4
J u n i o r C o lle g e T o ta ls
.
.
a
.
.
31
66 th a t w ith th e p o s s ib le e x c e p tio n o f re a d in g , ra d io i s t h e m o s t w i d e s p r e a d form o f l e i s u r e - t i m e a t t r a c t i o n . 35 R a d i o h a s r e a c h e d a new l e v e l f o r u p h o l d i n g t h e m o r a l e o f m en i n t h e a rm e d f o r c e s d u r i n g t h e i r l e i s u r e re c re a tio n p e rio d s.
Many s p o n s o r s ,
re a liz in g
th is ,
t h e i r r a d i o u n i t s on p e r s o n a l a p p e a ra n c e t r i p s cam ps.
T h is s e r v e s a tw o - f o ld p u rp o s e .
n o t o n ly h e lp in g to fo rces, tio n
fill
in le is u re
and
send
to v a rio u s
T he s p o n s o r i s
h o u r s o f t h e arm ed
but a d v e r tis in g h is p ro d u ct to
th e
c iv ilia n
p o p u la
as w e ll. The r a d i o
ra in y days, tie s ,
is
a g r e a t a id to p a r e n ts ,
e s p e c i a l l y on
i n b r i n g i n g s u g g e s t i o n s f o r home g a m e s ,
m u sic and d r a m a t i c s .
a c tiv i
O f te n s im p le c r a f t w o rk h a s
b een s u c c e s s f u l l y g u id e d i n th e hom es, a s w e ll a s i n s t r u c tio n
in n a tu re
s tu d y and fo lk w ay s.
R a d io * s v a r i o u s o f f e r i n g s o f d an ce m u sic and co n c e rts,
c h ild re n s
sk its,
le c tu re s,
program s,
s p o r t i n g e v e n t s , n ew s, dram a,
d isc u ssio n s,
c e d e n te d p o s s i b i l i t i e s u a ls ,
fa m ily g ro u p s,
a ls o ,
ra d io
and s t o r i e s
fo r re c re a tio n
o ffe re d un p re
n o t o n ly to
and o rg a n iz e d l i s t e n i n g
a s a m e c h a n ism a f f o r d s
in d iv id
g ro u p s, b u t
c o m m u n ity r e c r e a t i o n d e
p a r t m e n t s a n i m p o r t a n t m e d iu m o f p u b l i c
c o n ta c t.
In th e
^ S h e r w o o d G a t e s , HR a d i o i n R e l a t i o n t o R e c r e a t i o n a n d C u l t u r e , * T h e A n n a l s o f t h e A cadem y o f P o l i t i c a l a n d S o c ia l S c ie n c e , Ja n u a ry , 1941, p . 9.
67 B r a d l e y S u r v e y t h e q u e s t i o n was a s k e d , ra d io to
d a n c e a t home?**
page 68,
it
From t h e d a t a
c a n b e s e e n t h a t m o re t h a n
s tu d e n ts q u e s tio n e d u sed th e r a d io th e m i t
MDo y o u t u r n o n t h e i n T a b le X F II,
on
50 p e r c e n t o f t h e
a t home t o d a n c e #
s e r v e s a s a m e d iu m o f r e c r e a t i o n
to f i l l
For
le isu re
h o u rs. R a d i o w i l l m ak e i t s
la r g e s t c o n trib u tio n
i n g l y im p o r ta n t p ro b le m o f l e i s u r e r e c r e a tio n a l agency-
is
a fin e
th e grow -
tim e a s a c u l t u r a l and
T he g r e a t a t t e n t i o n w h i c h h a s b e e n
g i v e n t o p ro g ra m s form t h e f i e l d b e g in n in g ,
to
o f m u sic ,
sin c e r a d i o ’s
e x a m p le o f t h e r a d i o a s an i m p o r t a n t
r e c r e a tio n a l a g e n t. The r a d i o a n d new i d e a s # s t o r e - h o u s e o f new i d e a s . te a c h e rs,
d o c to rs ,
in c re a s in g
The r a d i o
H o u se w iv e s,
is v ir tu a lly
a
fa rm e rs , m e rc h a n ts,
and s c o r e s o f o t h e r s a r e g iv e n an e v e r
flo o d o f in fo rm a tio n .
k n o w l e d g e t o l a r g e g r o u p s m ay i n
T h is d is s e m in a tio n o f t i m e h a v e a w h o le s o m e e f
f e c t upon th e n a tio n . B ecause m illio n s tim e ,
th e ra d io
new p r o d u c t , know n.
o f p e o p le can be re a c h e d a t one
i s u s e d b y a d v e r t i s e r s w hen i n t r o d u c i n g a
o r in
in c re a s in g s a le s
M any s u c h a d v e r t i s e r s
fo r a p ro d u ct a lre a d y
ask th e l i s t e n e r to send f o r
a b o o k , o r a m a p , o r som e o t h e r s u c h i t e m . S u rv ey t h i s
I n th e B ra w ley
t o p i c w as s t u d i e d a n d t h e q u e s t i o n was a s k e d ;
68
TABLE X V II TABULATION OE ANSWERS TO THE QUESTION "NO YOU TURN ON THE RADIO TO DANCE AT HOME?*
Yes
No
14
15
T e n t h .....................................
14
9
E le v e n th
...........................
18
14
T w e lfth
..........................
17
7
G rade N in th
. . . . . . . .
J u n i o r C o lle g e T o ta ls
.
.
.
12
11
.
.
.
65
56
"H ave y o u e v e r s e n t t o a r a d i o o t h e r suoh ite m ? " is
See T a b le X F III,
a resp o n se to a d v e r tis e r s
a p p a re n t.
sta tio n
H ow ever,
in th e
to
o n p a g e ?G.
send in
book,
or
T hat th e re
fo r m a te ria l is
d a t a i n T a b l e XVTIX som e o f t h e
s tu d e n ts d id n o t send in r e g u l a r ly o u t down t h e r e s p o n s e ,
f o r a m ap ,
f o r i te m s w h ic h w o u ld
n e v e r th e le s s th e y resp o n d ed to
th e se
new i d e a s . O l d i d e a s w h i c h a r e new t o m an y l i s t e n e r s to
th e a tte n tio n
o f th e p e o p le .
a re b ro u g h t
O ld s o n g s o f a l l k i n d s ,
c u sto m s an d w ays o f d o in g t h i n g s ,
t h e p an o ram a o f t h e p a s t
m ay h e l p t o k n i t t h e n a t i o n m o r e c l o s e l y t o g e t h e r . T h e r a d i o i t s e l f i s m a k i n g g r e a t new s t r i d e s . quency m o d u la tio n i s be n a ti o n - w i d e . a s we r e v i e w c o n tin u e to
a lre a d y in u se .
F re
T e l e v i s i o n w i l l soon
The f u t u r e p o s s i b i l i t i e s
seem l i m i t l e s s ,
t h e a m a zin g s h o r t p a s t o f r a d i o .
Hew i d e a s w i l l
i n t r i g u e m a n k i n d , b u t i d e a s now d o n o t d e p e n d
u p o n w ord o f m o u th f o r t r a n s m i s s i o n .
An i d e a s p o k e n s o f t l y
i n t o a m i c r o p h o n e m ay r e a c h m i l l i o n s o f l i s t e n e r s
a t one
tim e . Hew p r o g r a m s a r e c o n s t a n t l y b e i n g p r e s e n t e d t o h o l d th e i n t e r e s t o f th e l i s t e n e r . ro u n d t a b l e
d isc u ssio n s,
A m e ric a ," s p o t n e w s c a s ts , As t h e
ta s te
Among t h e s e a r e q u i z p r o g r a m s ,
"We t h e P e o p l e , " " C a v a l c a d e o f a m a te u r h o u r s ,
a n d m any o t h e r s .
o f t h e l i s t e n e r c h a n g e s new p r o g r a m s a n d i d e a s
w ill be added.
R a d io m u s t k e e p a l i v e
to th e d e s ir e s o f th e
70
TABLE X V I I I TABULATION OF ANSWERS TO THE QUESTION "HAVE YOU EVER SENT TO A RADIO STATION FOR A MAP, BOOK, OR OTHER SUCH ITEM ?"
G rade
Y es
No
N in th
9
BO
T e n th E le v e n th T w e lfth
. . . . . . . . . .
J u n i o r C o lle g e T o ta ls
6
17
17
15
8
16
15
8
55
76
?1
v a s t a u d ie n c e w h ic h i t o r a g e n c y m ay t a k e n o t seem l i k e l y th e d a ily sib le
life
reach es d a ily ,
t h e a u d ie n c e aw ay.
o r som e o t h e r a c t i v i t y H o w ev er, t h i s
does
s i n c e r a d i o h a s so e n tr e n c h e d i t s e l f
in to
o f t h e A m e ric an p e o p le a s t o b e a n i n d i s p e n -
in stru m e n t.
Many p e o p l e w o u l d r a t h e r d o w i t h o u t m an y
o f th e ir n e c e ssitie s
in o rd e r to p o ss e s s a r a d io .
T he r a d i o
c a n b e c o u n t e d o n t o p r e s e n t s o m e t h i n g new a n d e x c i t i n g a t a l m o s t a n y m o m e n t. it
T h is q u a l i t y o f th e r a d i o
a lo n e m akes
a w o rth w h ile in s tru m e n t. The r a d i o a n d i t s
c u sto m s.
e f f e c t on f o l k w a y s , m o re s a n d
C u s to m r e g u l a t e s t h e w h o l e o f a m a n f s a c t i o n .
F o lk w ay s a r i s e
th ro u g h th e e x p e rie n c e s , h a b i t s ,
r o u tin e and
o t h e r a c t io n s a cc u m u la te d o v e r a lo n g p e r io d o f tim e . young le a r n
fo lk w a y s by t r a d i t i o n ,
im ita tio n ,
The w ord m o re s i s
a sy n o n y m o f h a b i t ,
tra d itio n
lik e .
a ffe c te d
and th e
The q u e s t i o n i s ,
h is
I f th e prog ram i s
t o be to w a rd s h i s
has th e ra d io
"E v ery pro g ram m u st a p p e a l
in te lle c t,
if
it
is
t o h o l d him ."3(3
se lf-in te re st
ra d io p r e s e n ta tio n s m ust be d ir e c te d to h is
p. 8.
c o n v e n tio n ,
th e em o tio n s o r th e s e l f - i n t e r e s t o f th e h e a r e r ,
and n o t m e re ly to
36
and a u t h o r i t y .
o u r fo lk w a y s , m o res a n d c u sto m s?
P a le y th in k s th a t in r a d io , e it h e r to
usage,
The
th e n th e
c u sto m a ry h a b i t s
W illia m S . P a l e y , R a d io a s a C u l t u r a l F o r c e ,
72 o f e n te rta in m e n t.
I f th is
a n d m ay n o t a f f e c t
c u sto m .
is
tru e
If
it
r a d i o m ay b e c o m e a c u s t o m h a s b e e n a c u sto m o r h a b i t
f o r a fa m ily to l i s t e n
to w e s te rn m u sic ,
a l l p ro b a b ility lis te n
to
ra d io .
H ere a g a in
th e
th is
fa m ily w i l l in
sam e t y p e o f m u s i c o n t h e
i t w o u ld seem t h a t
th e ra d io
is
ta k in g
t h e p l a c e o f t h e o t h e r m eans and s o u r c e s f o r t h e s e e s t a b l i s h e d needs.
As t h e r a d i o b eco m es m o re a n d m o re t h e r e l i a b l e
so u rce fo r th e se n eed s,
it
seem s p r o b a b le t h a t b e f o r e lo n g
t h e r a d i o m ay c h a n g e c u s t o m s a n d e s t a b l i s h new o n e s i f
it
h a s n o t a lr e a d y done so . One q u e s t i o n w h i c h r a d i o
ra ise s
in
t h e m i n d s o f som e
i s w h e th e r o r n o t th e r a d i o k e e p s p e o p le up l a t e r th a n u su a l.
If it
does th e ra d io
t h e i r n i g h t tim e a c t i v i t i e s , q u e s t i o n was a s k e d , u su a l? "
is
b re a k in g in to
in
th e h a b it o f
th e B ra w le y S u rv e y th e
"D oes t h e r a d i o k e e p y o u up l a t e r th a n
T he a n s w e r s t o
th is
q u e stio n a re
T a b l e XIX o n t h e f o l l o w i n g p a g e .
ta b u la te d in
From t h e a n s w e r s i t
can
be s e e n t h a t 91 o f t h e
s t u d e n t s w ere a f f e c t e d by th e r a d i o
and k e p t up l a t e r .
t h e p a s t fe w m o n t h s b e f o r e
in to to
In
th e w ar m i l l i o n s o f p e o p le s ta y e d c lo s e to
c a tc h th e l a t e s t new s,
t h e i r ra d io
and in a l l p r o b a b i l i t y u n t o ld
n um bers s t a y e d up l a t e r t o g e t th e b r o a d c a s t s . has a ffe c te d
our e n try
Thus r a d io
t h e c u s t o m s o f t h e i n d i v i d u a l who h a s h a d a
r e g u l a r tim e t o r e t i r e .
H o w ev er,
t h e e f f e c t m ay n o t b e co m e
a p erm an en t one f o r th e m a j o r i t y o f l i s t e n e r s .
73
TABLE XIX TABULATION OF ANSWERS TO THE QUESTION "DOES THE RADIO KEEP YOU UP LATER THAN USUAL?”
G rad e
R egu la rly
O c c a sio n a lly
Not a t a l l
N in th
2
17
10
T en th
4
9
10
E le v e n th
4
IS
10
T w e lfth
1
15
8
J u n i o r C o lle g e
3
18
2
14
77
40
T o ta ls
74 Do m o r e p e o p l e s t a y a t home b e c a u s e o f t h e r a d i o ? The c a s u a l a n s w e r t o t h e q u e s t i o n w o u ld seem t o b e yes* T h is i s b o rn e o u t by th e f a c t t h a t m i l l i o n s l i s t e n B enny and o t h e r s u c h c e l e b r i t i e s on t h e a i r
to Jack
a t th e tim e o f
t h e e v e n i n g w hen u n d e r o t h e r c i r c u m s t a n c e s t h e y w o u ld b e g o in g o u t*
In answ er t o th e q u e s tio n ,
home b e c a u s e o f t h e r a d i o ? "
"Do y o u s t a y a t
t h e B ra w ley s t u d y fo u n d t h a t
am ong t h e s t u d e n t s s t u d i e d o n l y 9 s t a y a t home r e g u l a r l y b ecau se o f th e r a d io ,
b u t 67 s t a y a t home o c c a s i o n a l l y
a n d 5 5 n e v e r s t a y a t home b e c a u s e o f t h e r a d i o . XX o n p a g e 7 5 .
T he I n f l u e n c e
in t h is
See T a b le
r e s p e c t w o u ld be a
t r e n d t o w a r d k e e p i n g t h e f a m i l y t o g e t h e r m o r e a t h o m e. w o u ld a l s o
in d ic a te
p le a su re o u tsid e W ith t h e
a c h an g e i n t h e c u sto m o f s e e k i n g
t h e home t o a r e d i s c o v e r y o f home l i f e . co m in g o f a u t o m o b i l e s , m o v ie s ,
o u tsid e in flu e n c e s , its
te n d s to r e u n ite
th e
o th e r in te r e s tin g s u l t m an y f a m i l i e s
It
it
ap p eared t h a t
p la c e as a c e n te r o f th e
tie s is
and o th e r
t h e home w a s l o s i n g
fa m ily g ro u p .
R a d io ,
h o w ev er,
fa m ily by b r in g in g e n te rta in m e n t and
fe a tu re s d ir e c tly to lis te n
a s a g ro u p ,
t h e hom e.
As a r e
a n d i n m a n y co m m uni
t h e r e h a v e b e e n e s t a b l i s h e d n um erous l i s t e n i n g in te re s tin g
to n o te th e re a c tio n
to
"D oes y o u r f a m i l y l i s t e n
g ro u p s.
th e q u e s tio n
a s k e d i n t h e B ra w le y s t u d y on t h i s v e r y t o p i c . w as,
It
a s a group to
The q u e s t i o n
th e ra d io ? "
75
TABLE XX TABULATION OE ANSWERS TO THE QUESTION "DO YOU STAY AT HOME BECAUSE OE THE RADIO?"
G rade
R e g u la rly
O c c a sio n a lly
N ot a t a l l
N in th
1
IB
16
T e n th
3
11
9
E le v e n th
Z
16
14
T w e lfth
1
13
10
J u n i o r C o lle g e
Z
15
6
9
67
55
T o ta ls
76 T a b l e XXX, o n p a g e 7 7 ,
show s t h a t 104 o u t o f t h e 131 s t u d
e n ts s tu d ie d in d ic a te d th a t t h e i r le a st
so m e tim e s , a s a g ro u p .
has a n a tu r a l fo u n d a tio n . iso la te d
fa m ilie s lis te n e d ,
at
L i s te n i n g a s a fa m ily g ro u p
In e a r l i e r
d a y s w hen h o m e s w e r e
th e fa m ily g roup had to p ro v id e i t s
m e n t*
R a d i o now f o r m s a n o u t l e t
lis h e d
c u sto m .
fo r th is
own e n t e r t a i n
fo rm e rly e s ta b
The c u s to m s o f o t h e r n a t i o n s a r e b e in g b r o u g h t t o m ore a n d m ore l i s t e n e r s
at
th e p r e s e n t tim e .
•
R ie g e l sa y s,
The L e a g u e o f N a t i o n s h a d r a d i a t e d s p o k e n m e s s a g e s in b e h a l f o f i n t e r n a t i o n a l a m ity and good w i l l . In a s i n g l e y e a r , c a p i t a l E u ropean b r o a d c a s te r s had ex ch an g e d m ore th a n 1500 p ro g ra m s t o a c q u a i n t t h e i r l i s t e n e r s w ith th e a c h ie v e m e n ts and fo lk w a y s o f p e o p le s in n e ig h b o rin g n a tio n s . H ow ever, i n t e r n a t i o n a l b r o a d c a s ts , h a ile d a s h a rb in g e r s o f a m ille n iu m in in te r n a tio n a l u n d e rs ta n d in g has d ism a lly f a ile d to a c h i e v e u n d e r s t a n d i n g am ong n a t i o n s . 37 It
sh o u ld be n o te d ,
p e c te d im m e d ia te ly .
h ow ever, It
th a t r e s u lts
can n o t be ex
t a k e s tim e f o r one p e o p le t o
'a n d a c q u a i n t t h e m s e l v e s w i t h t h e
c u sto m s o f o t h e r n a t i o n s .
W i l l i a m G ra h am S u m n e r p o i n t e d o u t t h a t , in l i f e
c o n d itio n s
o rd er.
l u s t w hat ch an g es i n
accept
’’P r o f o u n d c h a n g e s
cause pro fo u n d changes in
th e s o c ia l
th e s o c i a l o rd e r?
T hat depends
upon th e e f f e c tiv e n e s s o f p ro p a g a n d is ts in g a in in g a c c e p t a n c e f o r new w a y s o f t h i n k i n g a n d a c t i n g t o m e e t new l i f e
3,7 0 . W. R i e g e l , M o b i l i z i n g f o r G h a o s {New H a v e n : Y a le U n i v e r s i t y P r e s s , 1 9 3 4 ), p . 8 5 .
77
TABLE XXI TABULATION OF ANSWERS TO THE QUESTION "DOES YOUR FAMILY LISTEN TO THE RADIO AS A GROUP?”
G rade
R e g u la rly
O c c a sio n a lly
N ot a t a l l
N in th
5
13
11
T e n th
3
16
4
E le v e n th
5
22
5
T w e lfth
2
16
6
J u n i o r C o lle g e
4
18
1
19
65
27
T o ta ls
c o n d i t i o n s . " 38 It
It
a p p e a rs t h a t th e r a d io h a s done j u s t t h i s .
has changed l i f e
c o n d i t i o n s a n d w ays o f d o in g t h i n g s ,
j u s t as th e a ir p la n e w arfare. sitio n
and m e c h a n iz e d e q u ip m e n t h a s c h an g ed
Our m o re s a n d c u sto m s h a v e b e e n u n d e rg o in g a t r a n
a n d t h e r a d i o h a s d o n e m u ch i n b r i n g i n g a b o u t t h i s
change. F o re ig n la n g u a g e b r o a d c a s t s . i t was m e n tio n e d t h a t
In a p re v io u s c h a p te r
f o r t h e y e a r s 1939 a n d 1940 t h e r e w e re
a p p r o x i m a t e l y 200 b r o a d c a s t i n g s t a t i o n s
in th is
w h ic h a t tim e s c a r r y p ro g ram s i n t h i r t y
d iffe re n t
f o r th e b e n e f it o f th e f o r e ig n bo rn p o p u la tio n w h ic h t h o s e s t a t i o n s isio n
a re lo c a te d .
la n g u a g e s
in a re a s in
The I n t e r n a t i o n a l D iv
o f t h e n a t i o n a l B r o a d c a s t i n g Com pany w a s b r o a d c a s t i n g
16 h o u r s a d a y . la n g u a g e s.
F le v e n o f t h e s e h o u r s w ere i n f o r e i g n
M o re t h a n 80 p e r c e n t o f t h e p r o g r a m s b r o a d c a s t
are e s p e c ia lly b u ilt
f o r f o r e ig n a u d ie n c e s and a re b ro a d
c a s t by sh o rt-w a v e o n ly . are
c o u n try
O n ly s l i g h t l y l e s s
t h a n 20 p e r c e n t
ta k e n fro m t h e n e tw o rk s . T h e n a t i o n a l B r o a d c a s t i n g Com pany i n e x p l a i n i n g w h a t
la n g u a g e s w ere u s e d gave th e f o llo w in g e x p l a n a t i o n ,
"We
c h o s e t h e l a n g u a g e s t o b e u s e d f o r news b r o a d c a s t s t h e
fiv e
g r e a t la n g u a g e s o f th e w o rld o t h e r th a n E n g lis h - - e a c h sp o k en
3 8 W i l l i a m G ra h a m S u m n e r , C om pany, 1 9 0 6 ) , p . 1 0 .
F o lk w a y s (B o s to n :
G in n a n d
"by w e l l o v e r 4 0 m i l l i o n p e o p l e — I t a l i a n ,
G erm an,
F r e n c h .,
P o rtu g u e se and S p a n ish . T hese f o r e i g n la n g u a g e b r o a d c a s t s o f t h e new s and o t h e r t y p e s o f e n t e r t a i n m e n t w i l l d i s s e m i n a t e k n o w le d g e and c u ltu r e ,
and b e t t e r u n d e r s ta n d in g th r o u g h o u t th e w o rld .
C e rta in ly i t
w i l l m ake t h e n a t i o n s o f t h e w o r l d f e e l a m o r e
.u n iv e rs a l s p i r i t
is
a t hand.
N ever b e fo re h as t h i s u n i f i
c a t i o n o f t h e w o r ld seem ed so c l o s e a t h a n d a s i t because o f th e ra d io . p r e s e n t u n w ie ld y ,
is
to d a y
R a d io h a s becom e a w o r ld f o r c e ,
aw kw ard, an d p r i m i t i v e ,
but i t
at
w i l l d e v e lo p
i n t o a sm o o th w o rk in g m a c h in e o f w o rld g o o d w i l l . "The g o o d n e i g h b o r p o l i c y " o f t h e p r e s e n t a d m i n i s tra tio n new s,
has been f a c i l i t a t e d
by t h e r a d i o .
E n te rta in m e n t,
and c o n fe re n c e s a s w e ll a s sp e ec h ed and in te rc h a n g e o f
m u s ic a l p ro gram s have a l l
c o n tr i b u te d to w a rd s a b e t t e r
u n d e r s t a n d i n g b e tw e e n th e m an d t h e U n i t e d S t a t e s . quakes,
fire s,
fo re ig n
c o u n tr ie s a re to d a y b ro u g h t u n d e r c o n tr o l and s u f
fe rin g
is
flo o d s,
E a rth
and o th e r n a tio n a l d i s a s t e r s
le s s e n e d by th e u s e o f th e r a d io .
S u p p lie s and
m e d ic a l e q u ip m e n t an d o t h e r h e lp can be c a l l e d p a tc h e d q u ic k ly and e f f e c t i v e l y .
in
f o r and d i s
A n o t e w o r t h y e x a m p le o f
t h e p o w e r o f r a d i o was d e m o n s t r a t e d i n 1934 b y t h e R i c h a r d E . B yrd E x p e d i t i o n .
^
A d o c t o r was n e e d e d f o r L i t t l e A m e ric a .
E d u c a tio n on t h e A i r ,
19 40 e d i t i o n ,
p.
10.
80 T h e c o m m a n d in g o f f i c e r B y r d r a d i o e d t o Few Z e a l a n d f o r a d o c t o r a n d h a d o n e s e n t t o h im a t e v e r man t r a v e l s ,
it
th e S o u th P o le !
can he s a f e l y s a i d ,
W h ere
he i s n e v e r a lo n e
i f he h as a r a d io . The u s e o f f o r e i g n s t i m u l a t i n g e f f e c t on th e tu re ,
l a n g u a g e b r o a d c a s t s m ay h a v e a sc h o o ls.
T here w i l l i n th e
no d o u b t , b e m o re s t r e s s u p o n l e a r n i n g
uages in
t h e A m e ric an s c h o o l s .
It
la n g u a g e s a re b e in g ta u g h t in th e S ta te s,
but th e ir e ffe c tiv e n e ss
P erh ap s th e ra d io w ill
tru e
fo re ig n la n g
th a t fo re ig n
s c h o o ls o f th e U n ite d
is
change a l l
is
fu
s till th is
som ew hat i n d o u b t .
in tim e .
W hat a r e t h e b e n e f i t s o f f o r e i g n l a n g u a g e b r o a d c a s t s ? T h is q u e s t i o n can be a n sw e red i n a num ber o f w ays. th e re
is
th e s p i r i t o f in te r n a tio n a l c o o p e ra tio n ;
th e exchange o f id e a s ;
th ird ly ,
F irst, se c o n d ly ,
th e e d u c a tio n a l a d v a n ta g e s
a n d a b e t t e r u n d e r s t a n d i n g am ong t h e p e o p l e t h e m s e l v e s . A l l t h e s e m ak e n a t i o n s m o r e u n d e r s t a n d i n g a n d p e r h a p s m o r e p e a c e f u l to w a rd s o th e r n a t i o n s . p la y in a l l t h i s
and t e l e v i s i o n
R a d io h a s a b i g r o l e
h as an even l a r g e r t a s k .
E n te r ta i n m e n t dem anded b y c u l t u r a l l e v e l s . feren t
ta s te s
b ro a d c a ste rs.
The d i f
o f r a d i o a u d ie n c e s h a s a lw a y s b e e n a p ro b le m o f He m u s t a t t e m p t t o know w h a t p e o p l e w a n t ,
to th e b e s t o f h is a b i l i t y h ow ever,
to
i s n o t so e a s y .
s u p p ly t h e p ro g ram w a n te d . P a le y s a y s ,
and
T h is ,
" B ro a d c a stin g s e r v ic e
81 m u st b e so b a la n c e d t h a t , g ram s d i r e c t e d
In
its
to th e m a jo rity
th e w o rth y m i n o r i t i e s
a lik e
sc h e d u le ,
in te re s ts ,
it
o ffe rs p ro
and t o
th o se o f
i n i n t e l l i g e n t p r o p o r t i o n . " 40
He a l s o m e n t i o n e d t h a t e d u c a t i o n a l ,
in fo rm a tiv e and g e n e r a l
ly
and h e ld o u r m illio n s
c u l t u r a l prog ram s have a t t r a c t e d
of lis te n e rs . A c c o rd in g t o P referen ces
f o r R a d io P ro g ra m s ,
t u r a l le v e l o f th e first,
s u r v e y s m ade b y S t o n e on c h i l d r e n ’s it
w as fo u n d t h a t t h e c u l
c h i l d r e n m ade l i t t l e
seco n d and t h i r d
c h o ic e s .
d iffe re n c e
in th e ir
The h i g h e s t l e v e l m e r e ly
had a w id e r c h o ic e . R u t h T a n D em an, i n E d u c a t i o n On T h e A i r , q u e stio n ,
"W h a t do women w a n t t o
i n t e r e s ti n g an sw ers.
ashed th e
h e a r ? " and r e c e i v e d m any
She s a y s ,
We g e t a r e s p o n s e f r o m m e n , women a n d c h i l d r e n w h e n e v e r we t a l k a b o u t v i t a m i n s o r a n y o t h e r p h a s e s odT d i e t a n d hum an n u t r i t i o n o n t h e a i r . A m e ric a i s d ie t c o n sc o iu s. A s a com m ent o n e l i s t e n e r s a i d , "Y our f l u e n c y o f s p e e c h d e n o te s a th o ro u g h u n d e r sta n d in g o f your s u b je c t." T h is i n d i c a t e s t h a t women w a n t t o f e e l t h a t r a d i o s p e a k e r s know t h e i r s u b j e c t , h av e a u t h o r i t y b e h in d th em , b u t can t e l l a b o u t i t i n e v e ry d a y la n g u a g e .41 V an Deman s t r e s s e d t h a t women w a n t b r o a d c a s t s w h i c h w i l l h e l p th em a s h o u s e w iv e s , a n d t h i n g s i n f o r m a t i v e w h ic h w i l l
1»Q C * Qit. R u t h V an D em an, "W h at Do Women W ant t o H e a r ? " E d u c a t i o n On t h e A i r , p . 1 4 8 .
82 m ake l i v i n g h a p p i e r .
H e l e n C. D o u g l a s h a s t h i s
to
say,
W hat d o women w a n t t o h e a r ? A d v e r t i s e r s seem t o a g re e t h a t t h e i r f i r s t c h o ic e i s e n te r ta in m e n t. In fo rm a tio n i s se c o n d a ry . M u sic , d ram a, n o v e l t y and new s p ro g ra m s a r e g e n e r a l l y m ore p o p u l a r t h a n t h e b e s t h o m e-e co n o m ic p r o g r a m . Food i n f o r m a t i o n t h a t i n t e r e s t s women i s n o t n e c e s s a r i l y n e w . 4 2 The b i g g e s t r e s p o n s e t o ar e s u l t
a n y F a rm
a n d Home p r o g r a m cam e a s
o f a c o n v e rs a tio n about
re lish e s.
hom em ade p i c k l e s a n d
T h a t b r o a d c a s t was t i m e l y a n d h u m o ro u s .
T he
s e c o n d r e s p o n s e cam e f r o m a r e c e n t b r o a d c a s t o n n u t r i t i o n fa d s and fra u d s .
N ext to
fo od,
c h il d h e a l t h and g u id a n c e
seem ed t o be t h e m o st p o p u l a r s u b j e c t s , y o u n g e r wom en. te re st
G a rd e n in g i s
e s p e c i a l l y am ong
a n o th e r s u b je c t o f g r e a t in
t o h o u s e w i v e s , e s p e c i a l l y i n s p r i n g a n d su m m e r.
Women a l s o w a n t t o h e a r a b o u t h o u s e h o l d i n s e c t s . c a s t i n g e v e r y w eek fro m a l o c a l s t a t i o n D o u g la s
re c e iv e d h e r la r g e s t resp o n se
on b e d -b u g s .
i n W ash in g to n , from a l i t t l e
chat
Women c o n s t a n t l y a s k f o r i n f o r m a t i o n o n b u y
i n g home e q u i p m e n t .
A sid e fro m s u b j e c t m a t t e r ,
w ays l i k e new s o f t h e i r n e i g h b o r s . to
B ro ad
F o r e x a m p le ,
women a l th e y lik e
h e a r t h e n a m e s o f p e o p l e who f i x e d o v e r t h e i r k i t c h e n s ,
how t h e y d i d i t , to n in e in
a n d how m u c h i t
c o st.
Women r e p o r t s e v e n
th e e v e n in g a s th e m ost c o n v e n ie n t l i s t e n i n g
4 2 H e l e n Of- D o u g l a s , T h e C a s e f o r Women ( E d u c a t i o n on t h e A i r , 1959 e d i t i o n ) , p p . 2 0 9 -2 1 4 .
tim e .
As t o
o t h e r h o u r s o f t h e d a y f o r w o m en ’ s p r o g r a m s ,
n o o n tim e , m id m o rn in g , good.
and e a r l y a f t e r n o o n s a r e g e n e r a l l y
I n a s u r v e y b y t h e N a t i o n a l B r o a d c a s t i n g C om pany i n
1 9 5 5 o f l i s t e n i n g h a b i t s o f w om en, i t h o u se w iv es l i s t e n e d w h ile
w a s sh o w n t h a t m o r e
th e y w ere i r o n i n g th a n w h ile e n
gaged in any o th e r o c c u p a tio n . m e n d in g o r k n i t t i n g was t h i r d ,
N e x t was e a t i n g m e a l s , and f o u r th w h ile d o in g
th e ir d ish e s. T h e " h i g h " in c o m e l e v e l o f p e o p l e m ake l e s s d e m a n d s on r a d i o
th a n th e o th e r s .
fa c t th a t th e ir v itie s .
tim e i s
T h is i s
p ro b a b ly due to
th e
g e n e r a l l y ta k e n up by o t h e r a c t i
H ow ever, t h e y l i s t e n
e d u c a tio n a l program s th a n to
m ore t o
c l a s s i c a l m u sic an d
th e o th e r ty p e s ,
c e p tio n o f th e p ro g ram s o f th e b ig r a d io
w ith th e ex
sta rs.
The " m id d le " in co m e g ro u p w o u ld p r o b a b l y b e t h e g re a te st lis te n in g
g ro u p .
w o u ld b e l a r g e an d v a r i e d . p re d o m in a te
The r a n g e o f p ro g ram s c h o se n E n t e r t a i n m e n t w o u ld b e t h e i r
fe a tu re .
T he " l o w " in c o m e l e v e l w o u l d n o t i n a l l p r o b a b i l i t y b e i n t e r e s t e d m uch i n a s w o u ld be t h e
c l a s s i c a l o r e d u c a tio n a l p ro g ram s,
c a s e p f t h e o t h e r tw o g r o u p s .
The lo w i n
com e l e v e l g r o u p w o u l d d e m a n d p r o g r a m s f o r e n t e r t a i n m e n t an d m u sio o f t h e t y p e t h a t w o u ld f i t
t h e i r back g ro u n d and
84 e n v iro n m e n t.
T h u s, h i l l - b i l l y m u sie f o r m o u n ta in e e r s ,
w e s te r n m u sie f o r t h e r a n c h e r ,
and so o n .
w o u ld be e n jo y e d by t h e m id d le g r o u p ,
Some o f t h i s
but i t
s n u b b e d b y m o s t o f t h e h i g h incom e g r o u p .
w o u ld b e
CH&PTER I ¥ RADIO LISTENING AND PARTICIPATION T hat m il l io n s o f p e o p le l i s t e n day is
a know n f a c t .
tic ip a te
to
th e ra d io e v e ry
J u s t how m a n y p e o p l e a c t u a l l y p a r
in r a d io program s i s n o t so c e r t a i n .
p e o p l e do p a r t i c i p a t e
is a ls o
a kno w n f a c t .
But t h a t T h is can he
r e a d ily seen by th e resp o n se th ro u g h th e m a ils , phone c a l l s , th is
o r by p e rs o n a l in te r v ie w s .
c h a p te r i s
ra d io
The p u r p o s e o f
show som e o f t h e p r o g r a m s t o w h i c h t h e
a u d ie n c e l i s t e n s
p a rtic ip a tio n . fe c ts
to
by t e l e
an d i n w h ich t h e r e
is
a d eg ree o f
N a t u r a l l y t h e r e w i l l b e som e s o c i a l e f
from su c h l i s t e n i n g and p a r t i c i p a t i o n . PARTICIPATION PROGRAMS The q u i z p r o g r a m .
on th e a i r to d a y i s
th e
One o f t h e m o s t p o p u l a r p r o g r a m s q u iz p ro g ram .
n u m b e r o f th e m o n t h e n e t w o r k s . nam ed,
" In fo rm a tio n P le a s e ,"
T here a r e a g r e a t
Among t h e s e c o u l d b e
" D o c to r I .Q . ?
" D o u b le o r N o t h i n g , " "T ak e I t o r L e a v e I t , "
"The Q u iz K i d s , and " B a ttle
of
th e S e x e s ." T h e r e a r e a n u m b e r o f r e a s o n s why t h i s gram h a s b e e n so p o p u l a r . in c e n tiv e tio n s
is
F irst,
ty p e o f p ro
i t w o u ld seem t h a t
th e
t o e a r n som e " e a s y m o n e y " b y a n s w e r i n g a f e w q u e s th e p ro p e llin g
fo rc e to g e t p e o p le to p a r t i c i p a t e .
86 Second,
th e
i n f l a t e d ego o f i n d iv id u a ls
se lv e s o r to in c e n tiv e . to
e x p r e s s th e m -,
show t h e o t h e r s how m u ch t h e y k n o w , T h ird ,
b e in g h e a rd ,
F o u rth ,
th e s u p p o s itio n ,
th e y m ig h t s e c u r e a p o s i t i o n
The f i r s t w a lk i n t e r v i e w s , A th ird
lis te n e r p a rtic ip a tio n
a stro n g
t h a t by
in ra d io *
p ro g ra m s w ere s i d e
f o l l o w e d b y c o m m u n i ty s i n g s a n d s p e l l i n g
ty p e i s
i n t e r e s t a p p e a l.
is
t h e i d e a o f b e i n g a g o o d s p o r t g e t s m any
e n te r th e c o n te s t.
bees.
to
th e
" A m a t e u r H o u r * w h i c h h o l d s hum an
F ro m t h e s e h a v e g r o w n
p a r t i c i p a t i o n p ro g ra m s o f w h ic h
t h e m any and v a r i e d
t h e q u i z i s now m o s t p o p u
la r. A g r e a t d e a l o f t h e n a t u r a l n e s s on th e p a r t o f th e p a rtic ip a n t is in d iv id u a ls
due to
th e w e ll tr a in e d
in c h a rg e .
n a tu ra ln e s s
o f th e
G re a te r
freed o m
has been th e o rd e r
o f th e day.
R a d io h a s t a k e n i n
som e o f
th e a s p e c ts o f th e
v a u d e v ille .
The s t r a i g h t
upon th e s c r i p t , n a tu ra ln e ss
is
ta lk
and th e
dram a s t i l l
b u t on t h e s e p a r t i c i p a t i o n
pro g ram s,
th e k e y n o te .
One o f t h e p o p u l a r q u i z p r o g r a m s o n t h e a i r Q u i z K i d s '" a n d o n e o f t h e m o s t p o p u l a r p a r t i c i p a n t s G erard . rise
depend
S id n e y Jam es t e l l s
to p o p u la rity .
an i n t e r e s t i n g
is
"The
is
p hase o f G erard * s
He s a y s ,
On t h e a i r , G e r a r d * s w e e k l y s t i n t i n d i s p e n s a b l e m om ent o f s p a r k l i n g r e caco p h o n y o f d u l l n e s s and m e d io c r ity th e U n ite d S t a t e s n e tw o rk s . Y et h is d e n t, h i s i n d i s p e n s a b i l i t y so m e th in g
i s an a lm o st l i e f in th e v a s t b roadcast over fam e i s a n a c c i h is sp o n so rs
87 had t o l e a r n by b i t t e r e x p e r ie n c e . When t h e " Q u i z K id s " p ro g ram s t a r t e d , i t r u l e d t h a t a c h i l d re m a in e d o n t h e p r o g r a m o n l y s o l o n g a s h i s a n s w e r s p l a c e d h im f i r s t , s e c o n d o r t h i r d am o ng a g r o u p o f f i v e . For n i n e w eeks G e r a r d r e m a in e d on t h e p ro g ra m b e f o r e he found a q u e s tio n o u ts id e h i s ra n g e and f a i l e d to p la c e in th e g ro u p . The m o r n in g a f t e r t h e f i r s t p ro g ra m w i t h o u t h im , t h e s t u d i o w as f l o o d e d w i t h l e t t e r s s a y i n g , "We w a n t G e r a r d . ’1' Some o f t h e s e p r o t e s t s w e r e e m o t i o n a l , som e s e v e r e , som e a c c u s i n g , a n d a fe w th re a te n in g . In th e fa c e o f such a c le a r l i s t e n e r m a n d a te t h e t i m i d m o g u ls o f r a d i o c o u ld do n o t h i n g b u t su rren d er. G e ra rd was p u t b a c k on t h e a i r . l T h i s i n c i d e n t w o u l d se e m t o te n e r re sp e c ts
c le a rly
in d ic a te
t a l e n t and e n jo y e d t h i s
In a h ig h s c h o o l s u rv e y ,
th a t th e l i s
form o f p ro g ra m .
A. G. K r a u s e a s k e d t h e
c
q u e stio n ,
"W h at t y p e p r o g r a m do y o u e n j o y m o s t ? "
1 0 9 3 who a n s w e r e d ,
th e q u iz prog ram ran k ed f i f t h . 2
B r a w le y S tu d y t h e q u e s t i o n was a s k e d , q u iz pro g ram s?" re g u la rly ;
Of t h e 131 r e s p o n s e s ,
£3 i n d i c a t e d o c c a s i o n a l l y ,
n o t ta k e p a r t a t a l l . to
Among t h e In th e
"Do y o u t a k e p a r t i n 11 s a i d t h e y d i d so a n d 57 s a i d
th e y d id
T h i s s h o w e d t h a t 74 d i d p a r t i c i p a t e
som e e x t e n t . M u sic a l p r e s e n t a t i o n s .
M u s i c a l p r e s e n t a t i o n s m ak e
up by f a r t h e g r e a t b u lk o f r a d i o
e n te rta in m e n t.
The u s e
o f m u sic I s a lm o s t u n l i m i t e d a s an a i d t o p ro g ra m s o f a l l
1 S id n e y Jam es, S e p te m b e r 2 9 , 1941.
" P r o d ig y ’s P r o g r e s s ," L if e M a g az in e ,
^ A . C. K r a u s e , S t u d e n t R a d i o Q u e s t i o n n a i r e ( L o s A n g e l e s : W oodrow W i l s o n H i g h S c h o o l , M a r c h 1 0 , 1 9 4 1 ) u n p u b lis h e d su rv ey .
88 k in d s.
T he g r e a t b r o a d c a s t i n g
from b a c k g ro u n d t o stu d y i s
to
not le ss
th a n
It jra d io
c o m p a n i e s m ak e u s e o f m u s i c
a p ro g ra m f e a t u r i n g a sym phony.
i n c l u d e t h o s e p ro g ra m s w h ic h f e a t u r e m u sic o f
is
f i f t e e n m in u te s in d u r a tio n . i n t e r e s t i n g to n o te th e p r e f e r e n c e s o f th e
a u d ie n c e in
1952 a s
g iv e n i n t h e R a d io A n n u a l: 3
M u s ic
6 6 fo
L ite ra tu re
a n d d ra m a
Kews r e p o r t s ,
. . .
1 7 fo
e v e n ts . . .
5 fo
H o v e n tly b r o a d c a s t s , R e lig io u s , and P h y sic a l T ra in in g .M u s ic a s i s
T h is
sh o w n r a n k e d f i r s t
ra n k s h ig h to d a y , f a c t m ake t h i s
i f not
first,
in p re fe re n c e .
M u s ic s t i l l
in p re fe re n c e .
D oes t h i s
ty p e o f program o f any s o c i a l s i g n i f ic a n c e ?
C e r ta in ly i t m ust i n
som e w a y s .
been th e e x p re s s io n o f th e
M u s ic t h r o u g h t h e a g e s h a s
fe e lin g s ,
h isto ry
o f n a tio n s and t h e i r fo u n d e rs and h e ro e s . c o m p a n ie s a r e
1 2 f>
and g r e a tn e s s
The b r o a d c a s t i n g
s e r v in g a s a m eans to p r e s e r v e th e s e t r a d i
t i o n s a s w e ll a s b e in g th e m ost im p o rta n t a g e n ts in i n a t i n g o u r own, r e l a t i v e l y
d isse m
new , m u s i c a l c u l t u r e .
T h e r e a r e m a n y w a y s i n w h i c h l i s t e n e r s m ay p a r t i c i p a te in m u s ic a l p ro g ram s. any m u sic a l a c t i v i t y
is
In f a c t,
th e d e s ir e
to
jo in
in
s o u n i v e r s a l t h a t m an y p r o g r a m s a r e
3 P i e r r e K e y , R a d i o A n n u a l (Few Y o r k : P i e r r e K ey P u b l i s h i n g C om pan y, 1 9 3 2 ) , p T T s T
89 b u ilt
aro u n d t h i s v e ry a t t i t u d e .
s a tis fy ra d io
th is
is
d e sire
tu n e d in
is
The m o s t common w ay t o
sim p ly to
jo in
in
to an o ld f a v o r i t e .
S tu d y a sk e d th e q u e s tio n ,
t h e s o n g w h en t h e
When t h e B r a w l e y
"Do y o u s i n g w i t h t h e r a d i o ? "
25 s t u d e n t s a n sw e red t h a t t h e y d id so r e g u l a r l y ,
59 s a i d
th a t th e y d id o c c a s io n a lly ,
a n d 37 i n d i c a t e d t h a t
d id n o t s in g w ith th e ra d io
at a ll.
page 90.
T hese f i g u r e s
te n d to
th e y
S e e T a b l e X3CII, o n
in d ic a te
m a jo r ity e n jo y s in g in g w ith th e r a d io .
th a t a la rg e Add t o
th is
th e
fa c t,
a s m e n tio n e d e a r l i e r r e g a r d i n g t h e B ra w ley S tu d y ,
re p ly
to
th e q u e stio n
"Do y o u t u r n o n t h e r a d i o
th e
to danee a t
h o m e ? " t h e r e w e r e 65 who d i d a n d 56 who d i d n o t . T h e re a r e a g r e a t m any m u s ic p a r t i c i p a t i o n on t h e a i r t o d a y .
One o f t h e b e s t know n o f t h e s e
p ro g ram s is
"K ay
K y s e r ’ s C o lle g e o f M u s ic a l K n o w le d g e ," i n w h ic h s e l e c t e d m em bers o f t h e s t u d i o so m e tim e s t o
sin g ,
a u d ie n c e a re a sk ed to
id e n tify ,
and
n u m b ers a s t h e y a r e p la y e d by t h e b r o a d
c a stin g o rc h e stra . A n o th e r p o p u l a r m u sic p a r t i c i p a t i o n p ro g ra m i s " M a jo r E dw ard B ow es’ A m a te u r H o u r . " p e o p le w ith any m u s ic a l,
d a n c in g ,
In t h i s
ty p e p ro gram ,
o r d ra m a tic t a l e n t
a p p ly
a h e a d o f tim e f o r a p l a c e on t h e b r o a d c a s t and a r e g i v e n a chance to be h e a rd by th e l i s t e n i n g a u d ie n c e . m ay v o t e
fo r th e ir
L is te n e rs
f a v o r i t e p e r f o r m e r s by m a il o r te le p h o n e
an d w in n e rs o f th e g r e a t e s t num ber o f v o t e s a r e re w a rd e d b y
90
TABLE X X II TABULATION OF ANSWERS TO THE QUESTION "DO YOU SING WITH THE RADIO? »
G rade
R e g u la rly
O c c a sio n a lly
N ot a t a l l
N in th
3
15
11
T en th
4
11
8
E le v e n th
7
15
10
T w e lfth
6
15
5
J u n io r C o lle g e
5
15
3
69
37
T o ta ls
re c e iv in g v a u d e v ille
c o n tra c ts
f o r v a ry in g le n g th s o f tim e .
Even r e l i g i o u s p ro g ra m s u t i l i z e and i t s
v a lu e in
lis te n e rs
v ic e to
to
c re a tin g a s p i r i t
jo in
M o rn in g e x e r c i s e s .
M any b u s i n e s s e s g i v e a d d e d s e r
t h e i r c u sto m e rs.
The r a d i o b r o a d c a s t i n g c o m p a n ie s
th e ir
lis te n e rs .
o n e o f t h e s e m an y s e r v i c e s .
se lv e s
o f b ro th e rh o o d by a sk in g
i n som e w e l l know n hym n.
g iv e added s e r v ic e s to is
th e a p p e a l o f m u sic
t?a b o d y b e a u t i f u l ” i s
to p a r t i c i p a te
in a ra d io
be th e o n ly re a s o n .
M o rn in g e x e r c i s e
The i d e a o f m a k in g o f th em
an in c e n tiv e
f o r m any p e o p l e
e x e r c is e program .
M any p e o p l e
fin d th is
p r o g r a m a n e a s y a n d p l e a s a n t w ay t o
T h i s m ay n o t e a r l y m o rn in g
o b t a i n t h e i r m uch n e e d e d
e x e rc ise . Who a r e It
th e ones to b e n e f i t
from t h e s e p ro g ra m s ?
i s n o t a program f o r th e m a s s e s .
It
Is
fo r a se le c tiv e
f e w , m o s t o f whom a r e p r o b a b l y w om en, a l t h o u g h m a n y m en g e t t h e i r o n ly e x e r c is e
in t h i s
w ay b e c a u s e t h e y a r e o c c u p i e d
w ith o th e r ta s k s d u rin g th e day.
T he t w o m o s t a p p a r e n t
r e a s o n s f o r t h i s e x e r c i s i n g w o u ld seem t o b e
(1 )
to keep
s l i m an d s l e n d e r so a s t o a v o id b e in g t a l k e d a b o u t b y g o s sip s,
o r f o r th e
(2 )
sake o f h e a lth
and k e e p in g f i t .
A d u lts
c o m p o s e t h e g r e a t m a j o r i t y o f t h o s e who t a k e m o r n i n g e x e r c is e by r a d io .
Some s c h o o l c h i l d r e n
b ecau se th e e ld e r s
do I t ,
do p a r t i c i p a t e ,
o r because th e y ,
to o ,
e ith e r
are over
92 w e ig h t*
I n t h e B ra w le y S tu d y t h e
q u e s t i o n w as a s k e d ,
y o u a m o r n i n g e x e r c i s e r b y r a d i o ? 11 page 93. stu d e n ts
T he f i g u r e s i n t h i s p a rtic ip a te
See T a b le X X III,
t a b l e w o u ld i n d i c a t e
i n m o rn in g e x e r c i s e s ,
!fj t r e on
t h a t few
a lth o u g h t h i s
is
p ro b a b ly due t o th e f a c t t h a t m o st s t u d e n t s f i n d enough e x e rc ise
in
t h e i r e v ery day a c t i v i t i e s .
B rid g e le s s o n s by r a d i o . th e a i r i s
a n o th e r s p e c ia l
c a s t i n g sy s te m s.
It
is
G iv in g b rid g e
se rv ic e
fe a tu re
do n o t e n j o y t h e a v e r a g e
s a tis fy
over
b ro ad
P ro g ram s
l i s t e n e r s who
program , o r c r i t i c a l l i s t e n e r s
who h a v e s p e c i a l i n t e r e s t i n ra d io
o f th e
a p ro g ram f o r t h e few .
o f th e s e v a rie d ty p e s a re needed to
le sso n s
th is
su b je c t.
p rogram s a re f o r th e a c t i v i t i e s
c o n sid e r an ev ery day need.
The s p e c i a l
w h ic h d i f f e r e n t g ro u p s
T hey p a r t i c i p a t e
because th e y
th in k th e y a re b e in g advanced s o c i a l l y as w e ll as m e n ta lly , and b e c a u se t h e y e n jo y t h i s fo rm o f e n te r ta in m e n t. T h is ty p e o f p rogram i s it
b rin g s
a g ro u p t o g e t h e r .
s o c ia lly b e n e f ic ia l because
W henever t h i s
g ro u p w i l l u s u a l l y d is c u s s a v a r i e t y
o ccu rs,
of su b je c ts.
th e T h is i s
a little
s o c i e t y b o rn o f i n t e r e s t p e o p le w h ic h w ih l b r i n g
in to
b o d y n ew f a c e s a n d n e w i d e a s .
its
m ay b e b e n e f i t e d i n T h is p ro g ram , " A d u lts .”
A g a in ,
Each in d iv id u a l
some w a y , b y t h e s o c i e t y o f o t h e r s . i t w o u ld se e m , i s
a lso
la b e le d
t h e m a j o r i t y o f b e n e f i c i a r i e s w o u ld be
93
TABLE XXXII TABULATION OF ANSWERS TO THE QUESTION "ARE YOU A MORNING EXERCISER BY RADIO?"
G rade
R e g u la rly
H in th
. . . . . .
T e n t h ...........................
1
O c c a sio n a lly
Hot a t a l l
3
26
2
20
E le v e n th
.....................
10
22
T w e lfth
.....................
2
22
4
19
B1
109
J u n io r C o lle g e T o ta ls
. . 1
93 w om en, a ll*
T h is w o u ld be n e c e s s a r i l y s o ,
b rid g e
program s a r e
th e h o u se w ife i s
i f not
c o n d u c t e d d u r i n g t h e d a y t i m e w h en
a t home a n d t h e h u s b a n d i s a t w o r k .
s c h o o l c h i l d r e n w o u ld p a r t i c i p a t e , v a c a tio n s,
s in c e m o st,
and a g a in ,
it
Some
e s p e c ia lly d u rin g t h e i r
w o u ld be g i r l s
ra th e r
th a n boys
who w o u l d b e i n t e r e s t e d . M a il r e s p o n s e .
H / h i le i t
is
t h e e x a c t am ount o f m a il r e s p o n s e g e n e r a l l y r e c i g n i z e d a s en o rm o u s. in fo rm a tio n c o n f id e n tia l. be c i t e d
d iffic u lt to ra d io
to
e stim a te
p ro g ram s,
it
is
M ost s p o n s o r s k e e p t h i s
H o w e v e r , a f e w c o m p a r i s o n s m ay
an d i n f e r e n c e s draw n.
sta rs
o f m o tio n p i c t u r e s a r e
te rs,
a f t e r a film
It is
lite ra lly
has been re le a s e d .
m a n y m o re p e o p l e t h a n a n y f i l m
a w e ll-k n o w n f a c t t h a t f,s w a m p e d ri w i t h l e t B a d io s t a r s r e a c h
p e rs o n a lity ,
lis te n e rs
o u tn u m b e r m a g a z in e s u b s c r i b e r s y e t i n one i s s u e
far
o f a p o p u la r
m a g a z i n e , a t w o - t h i r d c o lu m n a d v e r t i s e m e n t o n n a i l - p o l i s h o ffered read ers a t r i a l b o ttle e s t i n g to n o te t h a t v e rtise m e n t.
f o r 25 c e n t s ,
it
is
1 1 , 4 0 0 women r e s p o n d e d t o t h i s
in te r one a d
T h is was a d i r e c t r e t u r n o f $ 1 .8 5 f o r e v e r y
d o lla r in v e s te d in
th e a d v e r tis e m e n t.^
In an a r tic le
by P a u l F. P e te r ,
he re m a rk s,
f,T h e
^ P a u l F . P e t e r , nT h e A m e r i c a n L i s t e n e r i n 1 9 4 0 ” (T h e A n n a l s o f t h e Amer i c a n A c a d e m y o f P o l i t i c a l a n d S o c i a l S c i e n c e , J a n u a r y , 1 9 4 1 ), p. 4 .
94 v o lu m e o f m a i l f r o m l i s t e n e r s e stim a te d .
A c o n se rv a tiv e
to b ro a d c a s te rs has never been
g u e s s w o u ld b e 2 0 ,0 0 0 ,0 0 0 l e t t e r s
a y ear. K a t e S m i t h i s a j u s t l y f a m o u s r a d i o a c t r e s s whom H ild e g a rd e D o lso n d i s c u s s e s i n a r e c e n t a r t i c l e : K a t e S m i t h 1s f a n l e t t e r s a v e r a g e 3 , 0 0 0 a w e e k . H a lf a r e r e q u e s t s f o r m oney, a d v ic e , a u to g r a p h s , and a u d itio n s. A few s u g g e s t d i e t s o r c r i t i c i z e K a te * s h a b i t o f s a y i n g f,I* m g o n n a . ” T he r e s t a r e f r e n z i e d ly fa v o ra b le . B ack ed b y t h i s l o y a l t y , K a te S m ith * s nam e h a s l e d m o s t r a d i o p o l l s f o r t e n y e a r s . D u rin g t h i s t i m e h e r s p o n s o r s h a v e p a i d $ 5 , 0 9 2 , 1 7 6 t o CBS f o r h e r tim e on th e a i r . G u e sts a p p e a r on h e r - p r o gram f o r a n a v e r a g e o f $ 2 ,0 0 0 . K a te p a y s s a l a r i e s t o 55 p e o p l e . T ed C o l l i n s i s h e r m a n a g e r a n d h a n d le s her fin a n c e s .6 H ever h a s th e m a il b e e n so f u l l o f w r i t t e n o p in io n a s s in c e r a d io b ro a d c a s ts have s tim u la te d
it.
B u rlin g a m e
s ta te s , F a n m a i l m ay b e v a c u o u s , b u t i t i s a n e f f o r t t o e x p ress. T he i m p o s s i b i l i t y o f o r a l l y " a n s w e r i n g b a c k " a r a d io sp e a k e r o r e n t e r t a i n e r h a s d r iv e n th o u sa n d s o f m e n , women a n d c h i l d r e n t o t h e i r p e n s a n d t y p e ’w rite rs . H ere i s t h o u g h t n e w ly e x p r e s s e d i n t h e w r i t t e n w o rd b y a n a rm y o f p e o p le who, t w e n t y y e a r s a g o , n e v e r t o o k a p e n i n h a n d f r o m Hew Y e a r * s t o C h r i s t m as . • • t h e f a n m a i l m o v e m e n t m u s t b e t a k e n s e r i o u s ly . I t h a s m ade a c h a n n e l t h r o u g h w h ic h t h e p e o p le h a v e l e a r n e d a new v o e a l i t y . W ith th e h a b i t o f p r o t e s t o r a p p la u se e x p re s s e d to th e b r o a d c a s te r s , s i m i l a r c o m m e n ts a d d r e s s e d t o t h e p o l i t i c a l r e p r e s e n ta tiv e s o f th e n a tio n has been e a sy . In i t s e l f ,
5
Loc.
G it.
^ H i l d e g a r d e D o ls o n , "K a te B e h in d t h e M i k e ,” R e a d e rs D i g e s t , J a n u a ry , 1942, p. 137.
95 o f c o u rs e , i t m ust be a c c e p te d a s a m in o r ity o p in io n , a s t h e a r t i c u l a t e l i s t e n e r s fo rm o n ly a f r a c t i o n a l p a r t o f a r a d i o a u d i e n c e a n d i n m any c a s e s , m i n o r i t y o p i n i o n i s w h a t a s s a i l s c o n g r e s s i n t h e f l o o d o f com m u n ic a t i o n w h ic h d a i l y p o u r s i n t o t h e c a p i t a l . 7 W hat e l s e le tte rs
does t h i s m a il re sp o n se c o n ta in ?
are w r itte n
to th e
keep c e r t a i n p e r s o n a l i t i e s th e
s p o n s o r s t o a p p e a l t o th e m t o on th e a i r .
Some d o n o t l i k e
sq u eak o f a door in a m y ste ry o f f e r in g and w ant th e
door o ile d .
Some s u g g e s t w a y s t o g e t t h e h e r o o u t o f t h e
d i f f i c u l t y i n w h ic h he h a s fo u n d h i m s e l f . q u a l i t y o f a p r e s e n t e d p rogram w h ile M any r a d i o to
Some
a rtists
depend upon th e
keep th e m se lv e s on th e
a ir.
Some p r a i s e
th e
o t h e r s condem n i t .
am ount o f m a i l r e s p o n s e
A ll th e se ra d io re sp o n se s >
te n d to in d ic a te
th a t
th e
b r o a d c a s t over th e a i r ,
p u b lic
is
in te re s te d
i n w hat i s
y e t t h i s resp o n se r e p re s e n ts b u t a
s m a ll p e r c e n t a g e o f t h e t o t a l num ber o f l i s t e n e r s
in th e
U n ite d S ta te s . B oger B u rlin g a m e , p o in t,
i n E n g in e s o f D em ocracy, m akes th e
MF a n m a i l i s n o t a m i n o r i t y o p i n i o n b u t a w e i g h t e d
o p i n i o n s i n c e m ore p e o p le a r e le tte r
l i k e l y to w r ite and m a il a
b ecau se o f v ig o ro u s d isa g re e m e n t th a n b e ea u se o f
a p p ro v a l.”6
B o g e r B u r l i n g a m e , E n g i n e s o f D e m o c r a c y (Hew Y o r k :
Ib id
96 Many o f t h e s e p ro g ram c a n t e s t i f y
le tte rs
a re u n im p o rta n t b u t e v ery
to th e r e c e ip t
o f m an y l e t t e r s
w hose
a u t h o r s a r e w e l l in f o r m e d a n d show t h a t t h e y h av e done h a r d a n d so u n d t h i n k i n g on th e th e b ro a d c a s te r i s The u s e th e u se is
to
say th a t
te le p h o n e i n re sp o n d in g to ra d io
program s
g e n e r a lly lo c a l*
cast is
It
is
safe
I i o c a l s t a t i o n s u s u a l l y h a v e som e p e r
d ay d e v o te d t o a m u s ic a l program .
o fte n
be d e d i c a t e d t o
Some s t a t i o n s h a v e p e o p l e
m in e t h e w i n n e r o f a c o n t e s t . p a rt o f th e
p u b lic
is
T h is
te le p h o n e
some p e r in to
p a rtic ip a tio n
an in d ex to th e
p u b l i c w o u ld a c c e p t t h i s
c o n ta in s
s e l e c t i o n s w h ic h p e o p le have
r e q u e s te d and have a s k e d t h a t i t so n nam ed.
T h is b ro a d
c a l l e d a " r e q u e s t p ro g ram ” a s i t
a lm o st e n t i r e l y o n ly re c o rd e d
th e
To m a n y o f t h e s e ,
o fte n in d e b te d f o r u s e f u l su g g e s tio n s .
of th e te le p h o n e .
of th e
io d o f th e
su b je c t.
d e te r
on th e
s t a t i o n a s t o t h e w ay
p erso n a s a ra d io
a rtist.
M any p e o p l e do n o t h a v e t e l e p h o n e s s o t h e r e s p o n s e m u s t n e c e s s a r i l y be s m a ll a s com pared t o m a il r e s p o n s e . Boys a n d g i r l s
in
a s m u ch a s a n y o n e e l s e . w o u ld e n jo y t h e lic ity .
s c h o o l w o u ld r e s p o n d b y t e l e p h o n e T hey a r e a t t h e
p o p u l a r m u sic o f f e r e d ,
Even s o ,
th e re sp o n se i s
a g e when t h e y
and th e
sm a ll.
slig h t
pub
The q u e s t i o n ,
flH a v e y o u e v e r t e l e p h o n e d a r e q u e s t f o r a m u s i c a l s e l e c t i o n ” was a s k e d i n
th e B ra w le y S tu d y .
S e e T a b l e X X I7 , o n p a g e 9 7 .
97
TABLE XXIV TABULATION OF ANSWERS TO THE QUESTION f,HAVE YOU EVER TELEPHONED A REQUEST TO A BROADCASTING STATION FOR A MUSI CAL SELECTION?11
G rade
R e g u la rly
O c c a sio n a lly
N ot a t a l l
N in th
4
as
T e n th
3
80
E le v e n th
3
29
T w e lfth
1
23
J u n io r C o lle g e T o ta ls
22
1 1
11
119
98 T he g r e a t m a j o r i t y o f r e p l i e s w e r e i n t h e n e g a t i v e , t h i s m ay h e a c c o u n t e d f o r i n p a r t ,
hy th e
la rg e
a lth o u g h
fo re ig n
p o p u la tio n * I n s m a ll e r c o m m u n itie s w here th e r a t i o te le p h o n e u s e rs th is
is
o f p riv a te
in g r e a te r p ro p o rtio n to th e
ty p e o f p ro g ram i s m ost p o p u la r .
p o p u la tio n ,
The p r o g r a m
G o l d 11 w h i c h g i v e s a w a y su m s o f m o n e y h y t e l e p h o n e g rea t fa v o rite in te re s t in
a
la rg e r c it i e s .
do p e o p l e w a n t t o
t h e im p ro v e m e n t o f p r o g r a m s .
h e a r on th e a i r ?
p e rp le x in g a l l r a d io
d e n ts .
is
i n m id -w e s t to w n s h u t seem s t o a r o u s e l i t t l e
S u g g e stio n s fo r
o f th e
nP o t 0 ‘
sta tio n s.
That i s
th e
What
q u e stio n
The f o l l o w i n g a r e a f e w
s u g g e s tio n s su b m itte d hy a group o f h ig h s c h o o l s t u "C ut o u t a d v e r t i s i n g , " " E lim in a te
"G et new i d e a s , "
sm a ll s t a t i o n s ,"
"M o re b a l a n c e d d a i l y s c h e d u l e s , "
r a d io a n n o u n ce rs f o r
‘s ta n d a r d r a d i o
v o ic e ,"
"T est a l l
"D on*t h av e
o n e n e w s c a s t e r f o l l o w a n o t h e r w i t h i d e n t i c a l n e w s , " "W o u ld lik e
t o h e a r som e o f t h e c l a s s i c s , m a y b e S h a k e s p e a r e ,
s e r i a l fo rm ,"
"M o re f o r e i g n p r o g r a m s a n d l a n g u a g e
" I f t h e r e m ust he s e r i a l s ia ls ,"
"le ss
s w in g ,"
l e t th e m b e f u n n y , "
"M ore m u s i c , "
b e g in n in g and end o f p ro g ram s. "
in
le s s o n s ,"
"Few er s e r
" C o m m e rc ia ls o n l y a t
M ost o f t h e s e
id e a s a re
i m p r a c t i c a l a n d n o t w e ll th o u g h t o u t h u t t h e y show t h a t s tu d e n ts a re
in te re s te d
in th e
p ro b le m s o f r a d i o .
T hat
th e
99 ra d io
s ta tio n s a re
d o in g a f in e
th e m a jo rity o f t h e i r
lis te n e rs
p i e c e o f w o rk i n k e e p i n g sa tis fie d
is
p r o v e d "by t h e
a f f i r m a t i v e r e p l y g i v e n h y m o st o f th e m t o t h e "A re you s a t i s f i e d Sum m ary* th e
w ith th e r a d io a s i t
Today t h e r e
lis te n in g m illio n s
ra d io .
T he f u t u r e
is
i s m o re r a d i o
q u e stio n
to d a y ? " p a rtic ip a tio n
th an ever b e fo re in th e h is to r y o f
t r e n d s e e m s t o h e t o w a r d e v e n m o re t h a n
we h a v e a t p r e s e n t .
In p a rtic ip a tio n ,
th e
a n i n t e r e s t w h ie h i s
se lf-sa tisfy in g .
The q u i z p ro g ra m s
are
in d iv id u a l fe e ls
p o p u la r to d a y , h u t o th e r ty p e s o f p a r t i c i p a t i o n
are in c re a s in g . u l a r w ith th e in se p a ra b le H a d io v isio n is
p ro g ram s
M u s ic a l p r e s e n t a t i o n s h a v e a lw a y s heen pop
l i s t e n e r and w i l l c o n tin u e
to h e .
M u s ic i s
fro m r a d i o . i s young and i t s
fu tu re
o n t h e w a y a n d w hen i t
lo o k s b r i g h t .
becom es g e n e r a l ,
T e le lis te n in g
a n d s e e i n g w i l l t a k e new t r e n d s a n d a t t r a c t n ew m i l l i o n s th e ra d io
hy
a u d ie n c e .
to
CHAPTER V RADIO A M IA SS ACTIOH R a d io a p p e a ls t o
th e m a sse s.
c o u ld h e a r a s p e e c h now i t th e r e a c tio n s
are
th e
W here b e f o r e
th o u sa n d s
i s h e a rd by m illio n s .
P erhap s
sa m e b u t u p o n a m u c h l a r g e r
W h ere t h o s e who l i v e d i n t h e
c itie s
sc a le .
w ere b e n e f i t t e d m o st
now t h o s e i n re m o te r e g i o n s c a n h e a r a n d e n jo y a l l m u sic ,
speeches,
jo y e d b e fo r e is
and o t h e r t h in g s
th e r a d i o .
so new t h a t i t
or has been,
th e re
no d o u b t.
to
stu d ie d .
th e r a d io That th e r e
d e fin ite re a c tio n s as a r e s u lt,
T he d e g r e e a n d t h e i n t e n s i t y ,
e f f e c ts and u t i l i t y
o f th e
t i n g new r e s e a r c h .
T he p u r p o s e o f t h i s
te m p t t o
c i t y c o u sin s en
T h is m ass l i s t e n i n g
h as n o t been f u l ly
w ill be, is
th e ir
th e
s h o w som e o f t h e
ra d io
th e
program s a r e a l l i n s t i t u
so c ia l e ffe c ts
c h a p te r i s
to
a t
o f m ass a c tio n a s
c r e a te d by th e r a d io . The p s y c h o lo g y o f f e a r . w h a t t h e f u t u r e m ay h o l d . of in te n s ity ,
o f enem y l i s t e n e r s . se ria ls,
It
R a d io b r o a d c a s t e r s f i l l
w aves w ith w a rn in g s an d f a l s e
used in ra d io
of
I t h a s m an y d e g r e e s a n d s h a d e s
fro m a v i o l e n t t o a m ild n a t u r e .
e f f e c t i v e w eapon o f w ar.
th e h e a r ts
Fear i s b e in g a f r a id
re p o rts
to
is
a m ost
th e a i r
put te r r o r in to
The p s y c h o l o g y o f f e a r i s
d ram as a n d new s r e p o r t s ,
it
seem s
101 to
f a s c in a te a s w e ll a s h o ld th e l i s t e n e r to th e ra d io . The q u e s t i o n i s w h y do p e o p l e h a v e t h i s
w hat a re
its
e ffe c ts?
T he d ra m a i t s e l f
fa n ta s tic
and
H a d ley C a n t r i l e x p la in e d t h i s
w e ll i n h i s hook on a r a d io b r o a d c a s t c a l l e d M ars.
fear
v ery
I n v a s io n fro m
p ro d u c e d b y O rso n W e lle s w as a
s t o r y o f M a r t i a n s who i n v a d e d t h e U n i t e d S t a t e s .
I t was r e l a t e d
a s a s p o t news b r o a d c a s t .
T he s i t u a t i o n c r e a t e d b y t h e b r o a d c a s t w a s o n e w h i c h s h o w s u s h o w t h e comman m an r e a c t s i n a t i m e o f s t r e s s and s t r a i n . I t g iv e s an i n s i g h t in to h is in te llig e n c e * h is a n x ie tie s and h is n eed s, w h i c h we c o u l d n e v e r g e t b y t e s t s o r s t r i c t l y e x p e rim e n ta l s tu d ie s . 1 T he r e a s o n t h e b r o a d c a s t c a u s e d p e o p l e a l l t h e i r m oney w i l d l y , to re a c h
lo v e d o n e s;
o r g iv e
it
t o w eep; t o
aw ay;
to
d riv e
l i k e mad
g e n e r a l p a n ic a n d f lo o d s o f te le p h o n e
c a l l s a n d te le g r a m s w as b e c a u se o f th e r e a l i s m dram a.
spend
o f th e
C a n t r i l a d d s t h a t t h o s e who w e r e t h o r o u g h l y f r i g h t
ened la c k e d c r i t i c a l a b i l i t y . th e p e rs o n a lity ,
He a l s o
p o in te d
out th a t
e n v iro n m e n t and e d u c a tio n o f th e i n d i v
i d u a l w ere t h e t h r e e m a jo r r e a s o n s f o r t h e s e
p e o p le b e h a v
in g a s th e y d id . C a n tr il c o n tin u e s W h a t e v e r c r i t i c a l a b i l i t y a p e r s o n m ay n o r m a l l y have, i t i s in e f f e c tiv e i f in any g iv e n s itu a tio n
1 H a d l e y C a n t r i l , The I n v a s i o n f r o m M a rs P r i n c e t o n U n i v e r s i t y P r e s s , 1 9 4 0 ) , P* 13$.
(P rin c e to n :
102 h i s e m o t i o n a l i n s e c u r i t i e s a r e so g r e a t t h a t t h e y o v erco m e h i s go o d ju d g m e n t. M any p e o p l e w e r e emo t i o n a l l y sound and had good c r i t i c a l a b i l i t y ; th u s t h e y w are n o t b r i g h t e n e d a t a l l , o r n o t f o r l o n g u n t i l t h e i r r e a s o n i n g becam e s o u n d e n o u g h t o l a b e l t h e n e w s a s nh o o e y . 112 Is p a n ic ?
c ritic a l a b ility
The a n sw e r i s
no.
b y o n e s 1 own s u s c e p t i b l e
a lo n e a s u re p r e v e n ta tiv e
I t m ay b e o v e r p o w e r e d e i t h e r p e rs o n a lity ,
e ra te d
i n h im b y a n u n u s u a l l i s t e n i n g
in g to
C a n tril.
He a d d s ,
th a t a situ a tio n n o t o n ly h i s
o r by e m o tio n s gen s itu a tio n , acco rd
nWhen a n i n d i v i d u a l b e l i e v e s
t h r e a t e n s h im , he m eans t h a t i t
p h y sic a l s e l f b u t a l l
th re a te n s
o f th o se t h in g s and
p e o p l e w h i c h h e so m e h o w r e g a r d s a s a p a r t o f h i m . w o th e r w o rd s,
th e
situ a tio n
m ay o v e r r i d e a l l t h e
i n w h ic h t h e
T hat i s ,
m ay o v e r s o m e t h e s i t u a t i o n a n d b r i n g t h e The f a c t
d eg ree o f th is
is
tio n s to
T he
c ritic a l a b ility in d iv id u a l back to
c r i t i c a l a b i l i t y a n d c h a n g e fro m a c ro w d t o p re s e rv a tio n ,
W ar p r o p a g a n d i s t s know t h i s
h i b it ra d io
p la c e d
t h a t t h e m a s s e s do n o t h a v e a h i g h
a m o b , w i t h mob a c t i o n f o r s e l f p a n ic .
In
in d iv id u a l i s
c r i t i c a l a b i l i t y he can m u s te r.
o t h e r r e s u l t m ay a l s o h a p p e n .
re a lity .
of
lis te n in g
by t h e i r
2 r b ia .., p.
197
a n d som e n a t i o n s p r o
p e o p le l e s t n e g a t iv e
t h e i r g o v ern m en t s e t i n .
d em o cracy .
ru n n in g in
reac
T h is i s n o t t h e w ay o f a
103 War p r o p a g a n d a
i s a f e a r w eapon.
a n a t i o n a t w ar a r e w e ig h te d w ith i t s little
th e
success
The m o r a le a n d t h e a le rt.
o f t h e enem y* fig h tin g
R e c e n tly th e
A ll. new s c a s t s
own s u c c e s s e s a n d b e
T h is
is n e c e s s a r ily so.
s p i r i t m u st be k e p t a l i v e
Japanese b ro a d c a st to t h e i r
t h a t S a n F r a n c i s c o was b e i n g bom bed.
and
p e o p le
U n d o u b te d ly t h i s
a g r e a t e f f e c t u p o n th e go v ern m en t c o n t r o l l e d Japan.
in
had
se ts in
S in c e t h e n t h e y h a v e a llo w e d c e r t a i n A m e ric an p r i s
o n ers to b ro a d c a s t t e l l i n g t h e i r r e l a t i v e s a r e b e in g w e ll t r e a t e d ,
a t home t h a t
T h o s e who c o o p e r a t e r e c e i v e
p r iv ile g e s n o t g ra n te d to
t h o s e who r e f u s e ,
th e y
c e rta in
a c c o rd in g to
new spaper r e p o r ts . T he A m e r i c a n p e o p l e h a v e m o re c r i t i c a l a b i l i t y o n r a d i o new s c a s t s p o ss ib le
th a n any o th e r n a ti o n a l g ro u p , w ith th e
e x c e p tio n o f th e
p e o p le
o f G reat B r ita in .
w ith our freed o m o f sp eech and l i b e r t i e s ,
As s u c h ,
we w i l l n o t b e s o
e a s i l y h o o d w in k e d b y f o r e i g n enem y b r o a d c a s t s .
Has t h e
ra d io
ra d io
th e n h e lp e d to p re p a re
o u r p e o p le f o r t h e
ag an d a an d f o r f e a r p s y c h o lo g y w h ic h i s t h e w a k e o f b o m b s?
C e rta in ly i t
d e a l and w i l l c o n tin u e o f th e l a t e s t
to
su re
to
p ro p
fo llo w in
has c o n trib u te d a g re a t
k e ep t h e A m e ric an p e o p le in fo rm e d
d e v e lo p m e n ts.
As s u c h ,
t h e r a d i o may b e o n e
o f th e m a jo r f a c t o r s i n e l i m i n a t i n g f e a r fro m th e h e a r t s th e A m e ric an p u b l i c .
If it
g ree,
i t s e l f as an in stru m e n t o f s o c ia l
u n ity .
ra d io
ju stifie s
does t h i s
in even a sm a ll de
of
104 A n o t h e r common f e a r th is
i s w id e ly u se d i n
P ropaganda e f f e c t s p o sitio n s .
th e f i e l d
c lo th e s ,
On a l l r a d i o
c a la m ity .
im ita te
th e ir h e ro in e .
o p in io n and
of a d v e rtis in g
to d a y .
c o m p le x io n s, f i g u r e s ,
se ria ls
te m p e re d , n e v e r v i n d i c t i v e , o f d ire
I s th a t o f p u b lic
th e h e ro in e
is
and d i s
sw eet
se ld o m d i s c o u r a g e d i n t h e f a c e
Im p re ssio n a b le
l i s t e n e r s a d m ire and
D i s c u s s io n s o f n e w e s t la u n d r y m e th o d s a n d h o u s e h o ld c a r e g i v e t h e hom em aker l i s t e n e r t h e a re w a tc h in g h e r c lo th e s
lin e
fo r
id e a h e r n e ig h b o rs
”t a t t l e - t a l e
g r a y ," and
ju d g in g h e r b y th e n e a t n e s s an d d i s p a t c h w i t h w h ic h sh e c le a n s h e r h o u se. su ch prop ag and a?
W hat h o u s e k e e p e r w o u ld f a i l
to r i s e
E v e ry d a y t a l k s on c o m p le x io n c a r e ,
to
th e
v a lu e o f good p o s tu re and p ro p e r e a t in g h a b i t s w ith g r e a t stre ss
la id
on v ita m in s i s
a p r o p a g a n d a w h ic h i s m ak in g
th e U n ite d S ta te s a h e a l t h i e r n a tio n . T he b u y i n g i m p u l s e . in s titu te d
by a r a d io
a lre a d y been s ta te d , ite ly
know n.
th e ir
own f i l e s .
a c tio n .
program i s
a m ass a c t i o n .
t h e num ber r e s p o n d i n g i s
S p o n so rs p re fe r to T h ere i s
keep t h i s
It
to
b ro a d c a st.
As h a s
not d e fin
in fo rm a tio n fo r
no d o u b t t h a t t h e r e
M any o f t h e b i g w e e k l y r a d i o
ands o f d o lla rs fro m ?
T he b u y i n g i m p u l s e w h i c h i s
fe a tu re s
is
a m ass
c o s t th o u s
W here d o e s t h i s m o n e y come
com es fro m t h e b u y in g p u b l i c .
The w e l l a d v e r t i s e d
io a p ro d u ct I s
o f t e n "bought b y t h e p u r c h a s e r w h e n h e g o e s t o
m a rk e t w h e th e r o r n o t i t
is
o f th e h ig h e s t q u a lity .
I n th e B rsw le y S tu d y th e
q u e s t i o n was a k e d ,
y o u b u y r a d i o a d v e r t i s e d p r o d u c t s ? 1* fo llo w in g page.
H ad t h i s
f?h o
S e e T a b l e XXV o n t h e
q u e s tio n been su b m itte d to
a d u lts th e
a n s w e r s w o u ld d o u b t l e s s h a v e h a d a m uch l a r g e r
p e rc e n ta g e
in th e a f f ir m a tiv e .
S in c e h ig h s c h o o l s t u d e n ts
r e p r e s e n t su c h a s m a ll p u r c h a s in g pow er, e s p e c i a l l y o f ra d io
a d v e rtis e d
c o n c lu siv e . stu d e n ts
It
gram s u r g e
th e
s t i l l w o rth y o f n o tic e
b u y in g im p u lse
sta rte d ?
p ro d u c ts to
M any s p o n s o r s g i v e
o r an im p re ss iv e To b e e l i g i b l e
is
(o r a re a so n a b le
The m a ^ o r p r o keep th e b ro a d su m s o f
g i f t such a s an a ir p la n e fo r th e se
or a u to
c o n te s ts how ever, th e
fa c sim ile ),
o r a n e m p ty
in th is
s t i m u l a t e d a n d m ore m oney p o u r s i n t o
fers
52 o f t h e s e
aw ay l a r g e
l i s t e n e r m ust se n d i n a box t o p , w ra p p e r, package
th a t
fro m
a d v e rtis e d goods.
p e o p le t o bu y t h e i r
c a s t on th e a i r .
m o b ile .
is
t h e s e a n s w e rs m ust be f a r
c o n s c io u s ly buy ra d io
How i s
m oney,
goods,
w ay b u s i n e s s
th e com pany*s c o f
f o r m o re r a d i o a d v e r t i s i n g . Who b u y s r a d i o
a d v e rtis e d
b e e n show n t h a t t h e h o u s e w i f e
S in c e i t
has
s p e n d s 80 p e r c e n t o f t h e
f a m i l y in co m e, t h e h o u s e w ife i s s p o n s o r s th e n m ust d i r e c t t h e i r
p ro d u c ts?
t h e o n e who b u y s . fire
th e f a m ily and c o n v in c e h e r f i r s t .
The r a d i o
t o w a r d s t h i s m em b er o f She c o n t r o l s
th e
p u rse
TABDE XXV TABULATION OF ANSWERS TO THE QUESTION **D0 YOU BUY RADIO ADVERTISED PRODUCTS?T*
G rade
Y es
No
N in th
. . . . . . . .
17
T e n th
. . . . . . . .
16
E l e v e n t h ...............................
16
T w e lfth
IB
...............................
J u n io r C o lle g e
T o t a ls
.
.
.
.
8
79
107 strin g s.
H ence t h e d a y tim e
"Soap O p e r a s .n
h o u s e w ife e n t e r s th e m a rk e t p la c e w ith th e tis e d it.
p r o d u c t on h e r m in d ,
th e
program i s
th is
sam e
fre s h ly ad v er
sh e w i l l o f t e n succum h a n d buy
T he m an o f t h e h o u s e i s
a t n i g h t when m o st o f t h e
If
su b je c te d to t h is a d v e r tis in g
" b i g 11 s h o w s a r e o n t h e a i r .
If
l i k e d m any p e o p le w i l l b u y t h e a d v e r t i s e d
p r o d u c t f o r no o t h e r r e a s o n t h a n t o k e e p t h e a r t i s t s
on
th e a i r . Is th is of i t
is
and f a r
n o t.
im p u ls iv e b u y in g r a t i o n a l ?
T he A m e r i c a n p u b l i c a s a w h o l e i s
from r a t i o n a l I n i t s
b u y in g .
who do n o t b u y w i s e l y r a t h e r te n d to e s t a b l i s h p e o p le a r e
g u llib le
T h is f a c t h e lp s th e
r a d i o a d v e r t i s e r b e c a u s e h e know s h e i s
Does t h i s
C e r t a i n l y m uch
re a c h in g th e m asses
th a n th e h ig h ly r a t i o n a l g ro u p . a bad s o c ia l e f f e c t?
s a tis fie d
Not n e c e s
sa rily .
I f th e
p o rt th e
p ro g ra m s i t m u s t s a t i s f y a n e e d f o r th em .
b u y in g w o u ld n o t be j u s t i f i e d
if
and c o n tin u e to
t h e e c o n o m ic s t a t u s
sup T h is o f th e
i n d i v i d u a l w e re su c h t h a t h e w o u ld d e p r i v e h i m s e l f o f t h e p rim e n e c e s s i t i e s
of life .
As a w h o l e , h o w e v e r , b r o a d c a s t
i n g c o m p a n ie s a c c e p t o n ly p r o d u c t s w h ic h m ee t t h e i r r e g u la te d
sp e c ific a tio n s . n a tio n a l u n ity and th e r a d io .
I n th e
e a rly h isto ry
o f t h e U n i t e d S t a t e s t h e h i n t e r l a n d was r e m o te fr o m a l l c iv iliz e d speak.
g ro u p s.
The f r o n t i e r s m a n w as " o n h i s
o w n ," s o t o
I n a fe w h u n d r e d y e a r s A m e ric a h a s b e e n d i s c o v e r e d ,
108 e x p lo re d , and s e t t l e d ,
u n t i l now i t
h as a p o p u la tio n o f
o v e r 1 3 1 ,0 0 0 ,0 0 0 p e o p le i n hom es fro m one o c e a n t o t h e o th e r.
To g o v e r n s u c h a v a s t c o u n t r y a n d k e e p i t u n i f i e d
is
a n en o rm o u s t a s k .
is
in d is p e n s ih le i
th e n a tio n , lis te n e rs
it
o f n a tio n a lism a s th e
c o u n t l e s s e x a m p le s. is
in th is
e v e n ts,
th e ra d io
ra d io .
T h is
In a re c e n t t a lk
to
s a i d t h a t th e p r e s i d e n t h a d 8 0 ,0 0 0 ,0 0 0 c o u n try and a b ro a d .
t h i s w o u ld be i m p o s s i b l e . gam es i n
u n ific a tio n ,
Ho o t h e r i n s t u r m e n t h a s d o n e s o m u ch t o
b rin g about th e s p i r i t c a n b e sh o w n i n
T ow ards t h i s
W ith o u t th e r a d i o
A t th e w o rld fam o u s f o o t b a l l
t h e P a s a d e n a R o s e B o w l, a n d a t o t h e r a t h l e t i c t h o u s a n d s cro w d t h e
b u t th e re a re m illio n s
sta n d s to
of lis te n e rs
a t t e n d th e gam es,
in
t h e i r h o m e s who l i s
te n to th e p la y by p la y announcem ent o f th e s e e v e n ts . W o rld S e r i e s
b a s e b a l l gam es a t t r a c t m i l l i o n s
fro m c o a s t t o b rin g ,
c o a st.
even to
The
of lis te n e rs
T hese f a c t s u n m is ta k e a b ly te n d t o
th e re m o te c o rn e r s o f o u r n a t i o n , a u n i t y o f
f e e lin g and o f s p i r i t . U n ity o f s p i r i t fro m t h e r a d i o .
area
O rd ers, in
i n tim e
q u e stio n ,
ex p ressed to th e ra d io
n o t th e o n ly n a t i o n a l b e n e f it
Our s p e e c h t h r o u g h o u t t h e
co m in g s t a n d a r d i z e d . once;
is
c o u n try i s
be
I d e a s m ay b e t r a n s m i t t e d t o a l l a t o f e m e r g e n c y , m ay b e g i v e n t o
th e
a n d p o l i t i c a l a n d l a b o r u n i t y m ay b e
th e n a t i o n a s a w h o le .
Can a n y o n e d o u b t t h a t
I s one o f th e m a jo r i n s t r u m e n t s f o r n a t i o n a l u n i t y ?
109 The r a d i o
Is a fo rce
t h e r i g h t w ay.
Its
o f g o o d t o a n a t i o n who u s e s i t pow er i s u n l i m i t e d ,
its
in
b e n e f its w ith o u t
num ber? jE m o tio n a l r e a c t i o n s , o n ly r e a c tio n s
to ra d io *
p a n ic and f e a r a re n o t th e
T hese h a v e b e e n to u c h e d u p o n In
a p re v io u s c h a p te r.
O th e r e m o tio n a l r e a c t i o n s a r e :
ism ,
so rro w ,
d u ty ,
sy m p a th y ,
and h a p p in e s s .
p a trio t
T h e r e a r e m an y
o th e rs. The r e c e n t w a v e o f b o y s a n d m en r u s h i n g i n t o t h e c ru itin g
o ffic e s to e n l i s t
i n t h e A m e r i c a n a rm e d f o r c e s
a n e m o t i o n a l r e a c t i o n m uch o f w h i c h w a s i n s t i t u t e d b r o a d c a s ts and by c a l l s o tic
songs a re
and p a tr io tic
f o r e n lis tm e n t on th e
a ir.
re is
b y new s P a tri
s u n g t o a m i l l i o n h o m es i n o n e b r o a d c a s t , ta lk s
i n f l u e n c e m any t o r e a c t f a v o r a b l y t o
t h e common c a u s e . The N a t i o n a l T r e a s u r y i n b r a d c a s t i n g o n ce a w eek h a s c r e a t e d a b u y in g su rg e f o r w ar s a v in g s b o n d s.
T he War d e
c l a r a t i o n h a s b r o u g h t i n m i l l i o n s m o re f o r m u n i t i o n s a n d su p p lie s.
P e o p l e who f e l t
i t w as a d u ty t o b u y r e s p o n d e d
a s g e n e r o u s l y a s t h o s e who c o n s i d e r e d i t The P r e s i d e n t e x p r e s s e d t h e t i o n to th e w ife and c h i l d Our s y m p a th i e s h a v e
sy m p a th ie s o f th e n a
o f t h e f i r s t w ar h e ro a t H a w a ii.
lo n g been w ith th e
n o d o u b t , m uch o f t h i s
a good in v e s tm e n t.
subdued n a ti o n s ,
s y m p a th y was b r o u g h t a b o u t by t h e
and
11 0 ra d io . T he r a d i o i s
c a p a b le o f ru n n in g th e
th e e m o tio n s a n d o f to u c h in g e v e r y h e a r t .
g a u n tle t o f a l l As s u c h ,
it
a g r e a t i n f l u e n o e a n d c a n m ake a n a t i o n f e e l s o r r o w , p a in ,
is
R a d io i s
a c re a to r
o f m ass a c t i o n .
a c o n t r o l l e d a c t i o n b e c a u se o f th e
home o r g r o u p r e c e p t i o n . c a n n o t be e s tim a te d ,
th e y a r e so n u m e ro u s.
f o s t e r s e m o tio n s, h a s an i n s t r u c t i v e a g u id e f o r
fu tu re
U n ite d S ta te s f o r keep a l l th e
a c tio n . th e
to n g u e ,
in d iv id u a l
T he r a d i o m ay It
c re a te s and
and s e rv e s as
I t h as h e lp e d to u n ite
p resen t c o n f lic t,
sta te s
T h is
The s o c i a l b e n e f i t s t o t h e m a s s e s
be d e s c r ib e d a s an in s tru m e n t w ith a s o u l.
ue to
an g er,
or h a p p in e ss . Sum m ary.
a c tio n
has
and i t
c lo s e ly re la te d .
th e
w ill c o n tin
CHAPTER VI INSTITUTIONAL INFLUENCES OF RADIO R a d io i s ra n k s w ith
a new com er i n
e le c tric ity
e re d a s one o f th e
th e w o rld o f in v e n tio n s *
in u n iv e rsa l usage.
in d is p e n s a b le
a n d u s e d m o re w i d e l y t h a n t h e
b a tte rie s
a s a c o n n e c tin g
w o rld and w o rld e v e n ts .
is
in stru m e n ts in
te le p h o n e
E ven r u r a l hom es w i t h o u t l i g h t s
It
It
c o n sid
t h e hom e,
o r a u to m o b ile .
p o s s e s s a r a d io ru n by
lin k w ith th e
e v e r c h a n g in g
The r a d i o e x e r t s
an in flu e n c e
on
e v e r y d a y l i v e s m o re p r o f o u n d t h a n a n y p e r s o n a l i t y s i n c e th e
co m in g o f C h r i s t .
o th e rs in flu e n c e d
C a e s a r , N a p o le o n , ? /a s h in g to n a n d
th o u sa n d s.
T he r a d i o
in flu e n c e s m il
lio n s .
W h e re t h e c o n q u e r o r s i n f l u e n c e d n a t i o n s ,
is
aro u n d th e w o rld .
fe lt
In flu e n c e ra d io
is
o f th e ra d io
on t h e hom e.
th e ra d io
A lth o u g h th e
p rim a rily an in stru m e n t fo r e n te rta in m e n t i t
no l e s s im p o r ta n t a s a n i n f l u e n c e s o c ia l v a lu e s.
in
sh a p in g a t t i t u d e s
T h e r e a r e m an y i n d i c a t i o n s
o f th is
is and
in th e
hom e. J u s t h o w m u ch t h e r a d i o h a s d o n e t o b r i n g f a m i l i e s to g e th e r i s
n o t c e r ta in but th e re
has c o n trib u te d in re v iv in g th e to be.
is
an i n d i c a t i o n t h a t i t
nf a m i l y c i r c l e 1* a s i t u s e d
L i s t e n i n g a s a g r o u p i s m o re a p p a r e n t w h e r e t h e r e
i s b u t one r a d i o
in
t h e hom e.
The f a m i l y g a t h e r s t o h e a r
112 a f o o t b a l l game o r t o h e a r t h e P r e s i d e n t i n a f i r e s i d e c h a t.
It
is
no lo n g e r n e c e s s a r y t o
e n te rta in m e n t.
l e a v e t h e hom e t o
The y o u n g e r m e m b e rs m ay i n v i t e
f o r a n e v e n in g o f d a n c in g to o r t h e f a m i l y m ay t a k e
p art
frie n d s
i n a q u iz p rog ram .
d iffe re n t
o f e n te rta in m e n t.
fa m ily q u a rre ls because l e y S tu d y th e
sexes d e sire
As a r e s u l t o f th e se
q u e s t i o n was a s k e d ,
fa m ily q u a rr e ls ? ”
d a ta c o ll e c t e d
o f th o se
stu d ie d in d ic a te d
b e c a u se o f th e r a d i o . b u t one r a d i o i n
m ild n a tu r e .
d iffe re n t
th e re a re
d iffe re n c e s.
o c c a sio n a l in th e
rfH a s t h e r a d i o
B raw -
caused any
S e e T a b l e XXVI o n t h e f o l l o w i n g p a g e .
F ro m t h e
is
sam e p r o
T here a r e f r e q u e n t e x c e p tio n s b u t th e v a r io u s a g e s
o f th e fa m ily and th e ty p e s
in
t h e n a t i o n 1s b e s t d a n c e b a n d s ,
A l l m e m b e rs o f a f a m i l y do n o t e n j o y t h e g ram s.
fin d
it
c a n b e s e e n t h a t m ore t h a n h a l f th a t th e ir fa m ilie s
T h is i s
tru e
q u a rre le d
o f c o u rs e w here
th e hom e, a n d t h e s e
th e re
q u a rre ls are
H&iere t h e r e w e r e m o r e t h a n o ne r a d i o
of a
in th e
home t h i s w a s n o t s o t r u e a n d a r g u m e n t s w e r e e l i m i n a t e d . ~$hat i s th e fa m ily ?
th e
p o l it i c a l sig n ific a n c e
T here a re
is
a good t r e n d
I n a d em ocracy su c h a s
sin c e th e
depends upon th e young l i s t e n i n g fa m ily to
in
i n d i c a t i o n s t h a t t h e r a d i o h a s m ad e
t h e hom e m o r e p o l i t i c a l l y m i n d e d . o u rs t h i s
o f th e ra d io
fu tu re
o f our c o u n try
in to d a y .
t h e p o l i t i c a l v ie w s on a l l
S u b je c tin g th e
s id e s h a s a te n d e n c y
t o g i v e t h e m e m b e rs m o re c r i t i c a l a b i l i t y
in
se le c tin g
113
TABLE XXVI TABULATION OF ANSWERS TO THE QUESTION "HAS THE RADIO CAUSED ANY FAMILY QUARRELS?"
G rade
O c c a sio n a lly
R e g u la rly
Not a t a l l 16
n in th
13
T e n th
9
4
10
14
2
16
14
1
9
12
1
10
62
8
61
E le v e n th .
• .
• * .
T w e l f t h ..................... * J u n io r C o lle g e T o ta ls
.
.
.
114 c a n d id a te s.
H ere a g a i n tlie
e r f u l in flu e n c e .
v o ic e o f th e
The y o u t h o f t o d a y d o e s n o t c a r e
f o r p o l i t i c a l sp eech es a s fo r th e h u t m a n y o f th e m d o l i s t e n . li/h a t i s M o th e r,
th e
in flu e n c e
o th e r th in g s
a pow s o m u ch
in ra d io
T h is i s e n c o u ra g in g . o f th e r a d io
d ad , son o r d a u g h te r a l l
a d v e rtis in g .
speaker is
se e m t o
on f a m i ly b u y in g ? succum b t o r a d i o
J u n i o r w i l l w a n t h i s m o th e r t o b u y c e r t a i n
b r e a k f a s t fo o d s b e c a u se w ith t h e box to p s a n d a few c e n t s h e c a n g e t a " G " -m a n o u t f i t , b ran d o f c ig a r e tte s w in h im a p r i z e . ty p e.
b ecause th e
p r e m iu m s o r p a c k a g e w i l l
H ow ever, a l l r a d i o b u y in g i s
T housands o f u s e f u l a r t i c l e s
th e a i r .
The r a d i o
im p u lse o f th e
is
A lth o u g h t h e r e
a po w erfu l in flu e n c e
are
som e q u a r r e l s
tio n h as been ask ed ,
a m a tte r
"Is th e re
It
F ra n k lin h.
M e ," p u b l i s h e d i n t h e w as: th e
in
is
o b je c tio n s.
tw o h o u r s
to
th e
The a n s w e r i s
to n o te a q u e s tio n
R o o se v e lt i n h e r a r t i c l e L a d i e s Home J o u r n a l .
" I f You A s k
The q u e s t i o n
" I h a v e r e a d t h a t m any h i g h s c h o o l s t u d e n t s ra d io
p ro
The q u e s
t o o m u ch l i s t e n i n g
in te re s tin g
h a p p i
th e f a m ily c i r c l e
y o u n g e r m e m b e rs o f t h e f a m i l y ? 11
o f o p in io n .
a s k e d M rs.
on th e b u y in g
th e e n jo y m e n t r e c e i v e d fro m th e
g ra m s a s a w h o le f a r o u tw e ig h s t h e s e
by th e
a re b e in g s o ld over
i n f l u e n c e s t h e home b y a d d i n g t o i t s
b e c a u se o f th e r a d i o
ra d io
not of th is
hom e.
T he r a d i o ness.
o r d a d w i l l sm o ke a c e r t a i n
lis te n
o r m o re a d a y a n d som e a s much a s
to
six
1X5 h o u rs a day. w a ste is
I t h i n k m ost r a d i o
o f tim e h u t d o n ’t
a ra d io
fan ,
p ro g ram s a r e a s h o c k in g
know how t o
k e e p my d a u g h t e r , who
fro m d o in g w hat h e r f r i e n d s
a n s w e r w h ic h M rs.
do. n
The
R o o s e v e lt gave was a s f o l l o w s :
You h a v e m ade a s t a t e m e n t a n d h a v e n o t a s k e d a q u e stio n . H ow ever, I g a t h e r t h a t w h a t y o u w a n t t o kn ow i s w h e t h e r i t i s w i s e f o r y o u n g p e o p l e t o s p e n d a g r e a t d e a l o f tim e l i s t e n i n g t o t h e r a d i o . I t depends a lm o s t e n t i r e l y on w hat t h e y l i s t e n t o , and l i k e e v e r y th in g e l s e , i t i s a q u e s tio n o f m o d e ra tio n ,, T h e re a r e c e r t a i n t h i n g s t h a t m ost o f u s h a v e t o do w h i c h r e q u i r e c o n c e n t r a t i o n , a n d w h i c h w i l l n o t p e r m i t d i s t r a c t i o n "by t h e r a d i o , a n d i t i s b e t t e r t o s h u t o f f t h e r a d i o w hen w o r k i n g o n th em . T h e r e a r e m any t i m e s when t h e r a d i o w i l l n o t o n ly g iv e you a good p ro g ra m , b u t w i l l f u r n i s h y o u w i t h a f e e l i n g o f c o m p a n i o n s h i p w hich. I s s o m e t i m e s so re ly needed. I s h o u l d p r e a c h m o d e r a t i o n a n d com m on s e n s e i n t h e u s e o f t h e r a d i o , b u t n o t b e t o o d e f i n i t e a b o u t th e num ber o f h o u r s o r m in u te s t h a t y o u n g p e o p l e may s p e n d l i s t e n i n g t o t h e r a d i o . 1 If
o n e a n a l y z e s t h e r e m a r k s o f M rs .
ap p aren t th a t th e
T he h e a d s o f t h e
s h o u l d l i s t e n m uch t h e o f th in k in g .
sam e a s t h e y a r e
s e le c t th e b e tte r
y o u n g e r m e m b e rs
d ire c te d
in o th e r
A l l p ro g ra m s c a n n o t be o f th e h i g h e s t
c a l ib e r and e x p e c t la rg e a u d ie n c e s. to
fa m ily sh o u ld t r y
d i r e c t t h e ty p e o f p ro g ram t o w h ic h th e
lin e s
becom es
th in k s th e ra d io an im p o rta n t i n s t r u
m ent i n f a m i ly l i f e . to
R o o se v e lt i t
T e a c h in g th e
ty p e o f p ro g ram i s
lis te n e r
a p ro b le m o f t h e
1 M r s . F r a n k l i n D. R o o s e v e l t , nl f You A s k M e ," I * a a i e s Home J o u r n a l , J a n u a r y , 1 9 4 2 , p . 2 5 .
116 hom e.
W h eth er t h e r a d i o i s
o f o p in io n ^
T hat i t
is
a w a ste
n o t a w a ste
o f tim e i s
a q u e s tio n
o f tim e
a tte s te d
is
b y t h e g r e a t n u m b e r o f l i s t e n e r s who r e c e i v e from t h e r a d i o . p ie r p la c e , th e
to
e n jo y m e n t
S u r e l y t h e r a d i o h a s m ade t h e hom e a h a p
a n d h a p p y hom es a r e t h e s t r o n g e s t d e f e n s e i n
w o rld when d a n g e r t h r e a t e n s . In flu e n c e
o f t h e r a d i o on t h e c o m m u n ity .
e v e r y c o m m u n ity i n
th e U n ite d S t a te s i s
b ro a d c a s tin g s ta tio n . s ta tio n s.
re p re s e n te d by a
T h e s e a r e u s u a l l y know n a s l o c a l
The i n f l u e n c e o f t h e s e
s p re a d does have a d e f i n i t e
s t a t i o n s w h ile n o t w id e
p la c e i n r a d io
b ro a d c a stin g .
E v e r y c o m m u n i ty h a s a n e e d f o r a s t a t i o n t o a i r gram s an d a c t i v i t i e s s u p p lie d by th e
th e
p ro
o f a s m a l l r e g i o n w h ic h c a n n o t be
l a r g e r n e tw o rk s.
P e o p le i n a c o m m u n ity a r e i n t e r e s t e d bo rs and lik e
A lm o st
to
know w h a t t h e y a r e d o i n g .
r a d i o s e t ow ner tu n e s i n s p e c t a c u l a r show s,
th e
to th e
in t h e i r n e ig h Even th o u g h th e
b ig n e tw o rk s f o r t h e i r
lo c a l s ta tio n s has i t s
fo llo w in g ,
e s p e c i a l l y o n h u m an i n t e r e s t t o p i c s c o n c e r n i n g t h e r e g i o n w here i t
o p e ra te s.
R e c e n tly th e ra d io h a s been u sed to
w arn p e o p le o f b la c k o u t p ro c e d u re and t o c le a r
is
g iv e n .
T h is i s
who c a n n o t h e a r t h e C e rta in ly th is
is
t r u e m o re s o f o r
know w hen t h e a l l th e
r u f a l g roups
s i r e n s w h ic h g i v e t h e w a r n in g s i n
a need f u l f i l l e d
to w n .
b y t h e r a d i o w h ic h w o u ld
117 o t h e r w i s e be l e s s e f f e c t i v e The f a c t t h a t o v er,
if
t h e r e w ere no r a d i o s .
p e o p le a r e
and good lo c a l m a t e r i a l i s
n o t t h e sa m e t h e
c o u n try
a p t to la c k th e
q u a lity
n e e d e d f o r a n a tio n w id e p ro g ram m akes t h e c h a i n n e tw o rk s ponder as to
th e ty p e
o f p ro g ram t o p r e s e n t .
gram s w h ic h d e p i c t th e a v e ra g e a c tiv itie s
se e m t o a p p e a l .
g ro u p s in t h e i r ev ery d ay
S e ria ls are
lo c a l b ro a d c a s te r keeps th e
lis te n e r
a f f a i r s a s w e ll a s th e lo c a l ones, t h e r a d i o a m eans t o e le c tio n
p e rio d s.
g e t a l l th e
of th is
ty p e .
T he
in fo rm e d on n a t i o n a l Local p o litic s
fin d
p e o p le c o n ta c te d d u r in g
The l o c a l B ed C r o s s a n d o t h e r s u c h o r g a n
iz a tio n s use th e ra d io a id in g th e ir
H ence, p ro
fo r g e ttin g
c o n tr ib u t io n s and in
rld r i v e s . ”
B a d io new s a n d th e, c o m m u n ity . s e r v i c e s g i v e n t h e c o m m u n ity .
T h ere a re m any new s
Some o f t h e s e s p e c i a l i z e d
new s s e r v i c e s a r e b r o a d c a s t s d e s ig n e d p a r t i c u l a r l y
fo r
f a r m e r s , s u c h a s p r o c e q u o t a t i o n s a n d w e a th e r su m m a rie s and f o r e c a s t s . c o n d itio n s
Then t h e r e a r e
such a s t r a f f i c
th o se
and ro ad
d e sig n e d f o r c o n d itio n s.
s p e c i a li z e d i n t e r e s t on g e n e ra l new s,
p e c u lia r A lso
such a s f lo o d s ,
h u r r i c a n e s an d e a r th q u a k e s w h ic h m ig h t s t r i k e
a n y c o m m u n ity .
S t r e i b e r t a n d L ew is m e n tio n e d t h e h i g h d e g r e e o f lis te n in g p la c e .
t o n e w s p r o g r a m s w h i c h h a s b e co m e a l m o s t common
"A s t u d y o f r a d i o
Io w a i n A p r i l ,
l i s t e n i n g h a b i t s i n th e
sta te
1939 show ed t h a t 7 9 .8 p e r c e n t o f a l l
of
Io w a
118 lis te n e rs
p referred
n e w s “b r o a d c a s t s a b o v e a l l
o f p ro g ra m s am ong s i x t e e n c l a s s e s . program t y p e ,
W it h t h e
c o m e d ia n s , l a g g i n g w i t h 6 0 .7
o th e r
k in d s
second p lac e
per c e n t.
They c o n t i n u e w i t h a n o t h e r m e a su re o f t h e e x t e n t t o ra d io b ro a d c a sts in a sin g le 1940 th e
v h ic h
o f new s i s h e a r d c a n be s e c u r e d by t e s t s
area.
D u r i n g t h e m o n t h s o f May a n d J u n e ,
p ro g ram m ost l i s t e n e d t o
in th e g r e a te r
Hew Y o r k
r e g i o n b e t w e e n t h e h o u r s o f 9 : 3 0 A .M . a n d 6 P .M . w a s a n e w s p e r i o d f r o m I E : 3 0 t o I E : 3 5 P iM . o n WOR. th e re w ere, th e se
on th e a v e ra g e ,
3 1 .6 p e r c e n t
At t h i s
tu n e d in .
s e t s , 49 p e r c e n t w e r e t y p i c a l l y t u n e d t o
tim e Of
th is
news
p ro g ram , o r a p r o p o r tio n o f 1 0 .6 p e r c e n t o f th e t o t a l r a d i o hom es.
The n e x t b e s t - l i s t e n e d - t o
K a te S m ith , a t t h e
p ro g ram ,
th a t of
tim e , had 7 .3 p er c e n t o f th e t o t a l
r a d i o hom es t u n e d i n . C e rta in
l o c a l s t a t i o n s w h ic h a r e n o t a f f i l i a t e d
a n y n e t w o r k m ake g r e a t u s e o f p r e s s a s s o c i a t i o n n e w s . s t a t i o n s m ak e e v e r y e f f o r t t o as p o ss ib le .
te n in g
p u b lic
Some s u c h s t a t i o n s
s c h e d u le new s b r o a d c a s t s
”10 s t r e n g t h e n t h e i r h o l d on t h e lo c a l s ta tio n s ,
T hese
i n c l u d e a s m u ch l o c a l n e w s
e v e r y h o u r on t h e h o u r f o r a t l e a s t f i v e m in u te s . and le w is add:
w ith
S tre ib e r
lo c a l l i s
h a v in g th e tim e a v a i l a b l e ,
2 T h e o d o r e C. S t r e i b e r t a n d F u l t o n l e w i s , J r . , l,R a d i o a s a Hews M e d i u m , 11 The Ahnals o f t h e n a t i o n a l A c a d emy o f P o l i t i c a l a n d S o c i a l " S c i e n c e , J a n u a r y , 1 9 4 1 , p i SSI
119 a n d m ak in g e m p h a s is on l o c a l p h a s e s , tra te
fre q u e n tly concen
on l o c a l new s e v e n t s o f l e s s e r i m p o r t a n c e . ”® lis te n in g ra tin g s
on i n d i v i d u a l new s b r o a d c a s t s
have been in c r e a s in g i n r e c e n t y e a rs . m a riz e s t h i s
t r e n d when he
P a u l W. W h i t e su m
says:
I n 1939 a s u r v e y o f 8 4 ,0 0 0 c i t i z e n s o f I n d i a n a r e v e a l e d t h a t new s p ro g ra m s w ere r a t e d f i r s t i n l i s t e n e r a c c e p ta n c e w i t h a p r e f e r e n c e o f 6 7 .6 p e r c e n t* K a n s a s show s t h a t 7 ,0 0 0 f a m i l i e s v o t e d r a d i o new s a s th e ty p e o f program th e y l i k e d b e s t , th e p e r c e n t a g e v a r y i n g fro m a lo w o f 6 3 . 5 p e r c e n t am ong u r b a n women t o 8 4 . 9 p e r c e n t am o n g m en o n farm s. The f o l l o w i n g f i g u r e s a r e t h e r e s u l t o f t h e q u e s t i o n , ” I n w h at o r d e r w o u ld you r a n k t h e f o l l o w i n g new s s o u r c e s i n t h e i r im p o r ta n c e t o y o u ? ”4 R a d i o a n a l y s t s . .* . . . . . 4 1 . 7 R a d i o b u l l e t i n s ................................2 3 . 3 n e w s p a p e r e d i t o r i a l s ...................... 1 7 . 6 n e w s p a p e r r e p o r t s ...........................1 7 . 4 F ro m t h e a b o v e d a t a 65 p er c e n t o f th e 35 per c e n t fo r ity
th e
it
$ f0 $ fo
c a n be s e e n t h a t r a d i o r e c e i v e d
”f i r s t r a n k ” m e n tio n s, p ress.
o f th e new s a n a l y s t i s
a s com pared w ith
P r o b a b l y m uch o f t h e due t o
p o p u la r
th e f a c t t h a t th e y a re
a t a l l tim e s c o n fin e d to e x p la in in g and e v a l u a t i n g ru m o rs,
and p ro p ag a n d a a s a r e a v a i l a b l e .
fa c ts,
Ttfhite c o m m e n t s ,
l o new s a n a l y s t o r new s c o m m e n ta to r i s t o b e a llo w e d to sa y a n y th in g i n an e f f o r t to in f lu e n c e a c t i o n o r o p i n i o n o f o t h e r s one w ay o r t h e o t h e r .
3 I b i a . , p.
57.
P a u l W. W h i t e , " C o v e r i n g a War f o r R a d i o , " T he A n n a ls o f t h e A m e ric a n A cadem y o f P o l i t i c a l a n d S o c i a l S c ie n c e T ^ J a n u a ry ,' 1941, p. 83.
lao N o th in g i n t h i s i s i n t e n d e d t o f o r h i d a n y new s b r o a d c a s t e r fr o m a t t e m p t i n g t o e v a l u a t e t h e new s a s i t d e v e lo p s , p ro v id e d he s u b s t a n t i a t e s h i s e v a lu a t i o n w ith f a c t s and a tte n d a n t c irc u m s ta n c e s . H is b a s i s f o r e v a l u a t i o n s h o u l d , o f c o u r s e , be im p e r s o n a l, s in c e r e and h o n e s t .5 A n o th e r r e a s o n f o r l i s t e n i n g
to
th e r a d i o w o u ld be th e
fa c t th a t ra d io s ta tio n s are not f a c tio n a l, D e m o cratic n o r R e p u b lic a n , s p e c ia l axes to g rin d .
and t h e y do n o t h a v e a n y
T h i s p r o v i d e s a n a u d i e n c e m ade u p
o f p a r t i s a n f o llo w e r s how ever d iv e r s e In flu e n c e N ever b e fo re
o f ra d io
th e ir
p o i n t o f v iew .
on n a t i o n a l a n d w o r ld a f f a i r s .
i n th e h i s t o r y o f th e U n ite d S t a t e s have th e
p e o p le b e e n so in fo rm e d on n a t i o n a l a f f a i r s is
n e ith e r
due to a g r e a t e x t e n t to
th e r a d i o .
by th e f a c t t h a t g o v ern m en t o f f i c i a l s c ie s a re u s in g th e r a d io
a s to d a y .
T h is i s
e v id e n c e d
a n d g o v ern m en t a g e n
t o d a y m o re t h a n e v e r b e f o r e .
e f f e c t has been an e v e r-in c re a s in g i n te r e s t on w h a t i s g o in g on a t th e n a t i o n a l c a p i t a l . p e c t P a u l F. P e t e r h a s t h i s
to
T h is
The
o f th e m asses In t h i s r e s
say,
The s o c i a l i m p o r t a n c e o f r a d i o h a s g r o w n w i t h t h e d e v elo p m e n t o f t h e i n d u s t r y . T he a d v e n t o f r a d i o h a s b r o u g h t to th e A m e ric a n l i s t e n e r s o c i a l f o r c e s n o t a v a i l a b l e t o h im p r e v i o u s t o t h a t t i m e ; He h a s been b ro u g h t in to a b e t t e r a c q u a in ta n c e w ith th e p ro b le m s og g o v e rn m e n t, th e w o rk in g s o f i t s v a r i o u s b ra n c h e s , and th e is s u e s in v o lv e d in th e e l e c t i o n of i t s re p re se n ta tiv e s. I t i s s i g n i f i c a n t to n o te t h a t w i t h t h e i n c r e a s e i n th e num ber o f r a d i o s e t s
5 I b i d . , p.
91
121 i n th e U n ite d S t a t e s t h a t th e r e h a s b e en a 100 p a r c e n t i n c r e a s e i n t h e num ber o f b a l l o t s c a s t i n n a tio n a l e le c tio n s. I t i s n o t c o n te n d e d t h a t r a d i o i s c o m p le te ly r e s p o n s ib le f o r th e in c r e a s e i n th e n u m b e r o f c i t i z e n s who e x e r c i s e t h e i r f r a n c h i s e , b u t c e r ta in ly r a d i o 's in flu e n c e has been g re a t in b rin g in g d i r e c t to th e p u b lic th e c a n d id a te s and t h e i r s u p p o r te r s ' d is c u s s io n o f th e is s u e s in v o lv e d ? ^ The f o l l o w i n g f i g u r e s e le c tio n s
show t h e
from th e y e a r 1920 t o C a n d id a te s
Y ear
in c re a se
1920
H a r d i n g - Cox
1924
in th e n a tio n a l
1940:
R a d io s i n u s e
B a llo ts
cast
4 0 0 ,0 0 0
2 6 ,7 0 5 ,3 4 6
C o o lid g e - D a v is
3 ,0 0 0 ,0 0 0
2 9 ,0 2 2 ,2 6 1
1928
H oover -
8 ,5 0 0 ,0 0 0
3 6 ,8 7 9 ,4 4 0
1932
R o o se v e lt - H oover
1 8 ,0 0 0 ,0 0 0
3 9 , 8 1 6 ,5 2 2
1936
R o o se v e lt - L andon
3 3 ,0 0 0 ,0 0 0
4 5 ,6 4 6 ,8 1 7
1940
R o o se v e lt - W illk ie
4 4 ,0 0 0 ,0 0 0
5 0 ,0 0 0 ,0 0 0 7
S m ith
R a d io new s e x e r t s a n I n f l u e n c e u p o n n a t i o n a n d i n te rn a tio n a l a ffa irs ; o f new s.
H a p p en in g s to d a y a r e
as th e y o ccu r. by th e
In th e
in sta ta n e o u s in
d isp e rsin g
d e sc rib e d over th e ra d io
U n ite d S t a t e s t h e new s i s
re c e iv e d
l i s t e n e r w i t h o u t a n y c o s t a n d w i t h a m inim um o f
e ffo rt. in to
H a d io i s
T he f u t u r e r a d i o n e w s r e p o r t e r m ay p r o b a b l y c a l l
h i s new s s t a t i o n ,
r e q u e s t t o b e p u t on th e a i r ,
and
^ P a u l F . P e t e r , ''T h e A m e r i c a n L i s t e n e r i n 1 9 4 0 , " -The A n n a l s o f t h e A m e r i c a n A c a d e m y o f P o l i t i c a l a n d , S o c i a l S c i e n c e , J a n u a r y , l '9 '4 l . 7
* p*
1S2 im m e d ia te ly fro m th e news s t o r y h e i s done a l r e a d y .
s p o t g iv e a f i r s t
c o v e rin g .
hand acco u n t o f th e
T h is ty p e o f "b ro ad cast h a s b e e n
The i n i t i a l
f l i g h t o f th e
B -19 i s
an
e x a m p le . R a d io s t a t i o n s a r e end by i n t e l l i g e n t
re a liz in g
th e
p o p u l a r i t y o f new s
s c h e d u lin g have a rra n g e d
it
so t h a t a
l i s t e n e r m ay t w i s t h i s d i a l a t a n y t i m e b e t w e e n s e v e n i n t h e m o rn in g and m id n ig h t a n d e x p e c t t o
f i n d new s a v a i l a b l e .
The U n i t e d S t a t e s h a s t h e b e s t i n f o r m e d p e o p l e o f t h e n e w s t o d a y a n d we m ay e x p e c t t h i s
c o n d itio n
a s c o m p e titio n b e tw e e n s t a t i o n s T he U n i t e d S t a t e s n a ti o n a l h a p p e n in g s.
is
to re m a in so lo n g
and n e tw o rk s e x i s t s .
a l s o w e l l in fo rm e d on i n t e r
T h is i s n o t t r u e
c o u n tr ie s o f th e w o rld to d a y ,
i n m any o f t h e
in th e o c c u p ie d c o u n tr ie s
i n t e r n a t i o n a l b r o a d c a s t s m ay b e d e n i e d t h e ly ,
w h ile in
sta tio n s . lis te n in g
some n a t i o n s
The r e s u l t
is
lis te n in g is th a t
f o r w h ic h t h e r e
is
th e re
to
lo c a l
i s m u ch " s e c r e t i v e ,T
is reg ard ed .
c a u g h t. It
is
t o n o t e w h a t a n a n n o u n c e r o v e r K F I o f I»os A n g e l
e s to ld c o n c e rn in g t h i s te c e iv in g
re s tric te d
a d e a th p e n a lty i f
T h i s sh o w s ho w i m p o r t a n t t h e r a d i o in te re s tin g
p e o p le e n t i r e
p rin te d
"sm u g g led " l i s t e n i n g .
f o r m s , w h ic h a r e
th e
He t o l d
o n l y m e a n s o f com©
m u n ic a tio n p e rm itte d i n c e r t a i n o c c u p ie d t e r r i t o r i e s , r e a d s i m p l y " I am w e l l . 11
He i n t e r p r e t e d
a s m e a n i n g " I am l i s t e n i n g . ,f
of
th e se
w h ic h
com m uni c a t i o n s
123 N a tio n a l pub11c i n t e r e s t . p o te n t o f a l l in stru m e n ts fo r to
th e m illio n s .
is
p ro je c tio n
th e m ost
o f speech
T h is g r e a t p u b lic i n s t r u m e n t i s ,
A m e ric a , d e d ic a te d to o ur b o u n d a rie s.
th e
The r a d i o
serv e
in
th e m asses o f p e o p le w i t h i n
In an a r t i c l e
re c e n tly w ritte n ,
Jam es L.
F ly s a y s , T he p u b l i c i n t e r e s t c a n n o t b e s a f e g u a r d e d u h l e s s C o m m issio n p o l i c y i s w e l l c o n s i d e r e d , c o n s i s t e n t , and p ro g re s siv e . The p r o b l e m s a r e m an y a n d t h e y a re n o t easy to so lv e . Some o f t h e m o s t p e r p l e x i n g q u e s tio n s re v o lv e aro u n d th e is s u e s o f c o m p e titio n a n d c o n c e n t r a t i o n o f c o n t r o l a n d o t h e r e c o n o m ic a sp e c ts o f b ro a d c a s tin g . T he n e t w o r k c o n t r a c t e x t e n t o f common c o n t r o l , l o c a l m o n o p o l y , a b s e n t e e o w n e rsh ip , new sp ap er o w n e rsh ip , g e o g r a p h ic a l d i s t r ib u t i o n o f f a c i l i t i e s - a l l r a is e is s u e s and s h o u l d be e x a m in e d . Of a t l e a s t e q u a l s i g n i f i c a n c e i s th e p ro b lem o f r u r a l s e r v i c e . A fte r a l l , good p r o g r a m s m e a n l i t t l e t o p e r s o n s who c a n g e t n o n e a t a l l , and a t p r e s e n t a lm o st o n e - f i f t h o f th e e n t i r e p o p u la tio n to e s n o t have s a t i s f a c t o r y r a d io s e r v ic e a f t e r sundow n. 8 To c o p e w i t h t h i s sta n tly
b e in g o f f e r e d th e
e a c h new m o d e l c a r r i e s
situ a tio n , p u b lic
to
new g a d g e t s a r e
con
im p ro v e o l d s e t s
im p ro v e m e n ts t o a i d i n
and
p erfect
re c e p tio n . S h o r t w av e b r o a d c a s t i n g . 1934 d e fin e s b r o a d c a s tin g a s , o f ra d io
g
The C o m m u n i c a t i o n s A c t o f
,fT h e m e a n s o f d i s s e m i n a t i o n
c o m m u n ic a tio n s i n t e n d e d t o
be r e c e i v e d b y t h e
Jam es L aw ren ce F l y , " R e g u la ti o n s o f R a d io B ro a d c a s t i n g i n t h e P u b l i c I n t e r e s t , ” T he A n n a l s o f t h e A m e r i c a n A cadem y o f P o l i t i c a l a n d S o c i a l S c i e n c e , J a n u a r y ^ 1 5 4 1 ,
p. it o :
184 p u b lic ,
d ire c tly
T h is a p p l i e s a l s o ie n c e i s
o r "by t h e to
i n t e r m e d i a r y o f r e l a y s t a t i o n s . "9
s h o r t wave b r o a d c a s t i n g ,
b u t th e aud
d iffe re n t.
O n ly r e c e n t l y h a s b r o a d c a s t i n g b y s h o r t w ave b e g u n to e n te r th e r e a l f i e l d S ta te s , a re
in te re s te d
o f d isc o v e ry . i n th e u se
We, i n t h e U n i t e d
o f s h o r t w av e r a d i o
in
o u r r e l a t i o n s h i p w ith th e w o rld i n g e n e r a l ,
a n d w i t h !L a tin
A m e ric a i n
B arb o u r g iv e s
p a rtic u la r.
an in te re s tin g
In a re c e n t a r t i c l e
a c c o u n t o f s h o r t w ave b r o a d c a s t i n g .
He
says, T h e e a r l i e s t s o - c a l l e d s h o r t w av e b r o a d c a s t s c o n s i s t e d p e r h a p s m o re i n e x p e r i m e n t s o f a t e c h n i c a l n a t u r e t h a n i n e x p e r i m e n t s i n p ro g ra m m in g . A c o n c e r t fro m A l b e r t H a ll c a r r i e d t o th e U n ite d S t a t e s b y s h o r t w ave f a c i l i t i e s , a t a l k a b o u t a n e a r t h q u a k e f r o m M a r c o n i * s y a c h t , t h e flE l e c t r a , 11 in th e h a rb o r o f C iv ita v e c c h ia to be c a r r ie d by t h i r t y - f o u r s t a t i o n s i n th e U n ite d S t a t e s , a sp e ec h by B ria n d — th e s e c o n s t i t u t e d th e f i r s t t y p e s o f s h o r t wave b r o a d c a s t i n g . 10 G reat B r ita in g r a d u a lly , S ta tio n s,
th ro u g h th e B r i t i s h B ro a d c a stin g
began to u t i l i z e
new s s e r v i c e .
th e
s h o r t w ave f o r a n E m p i r e
Today i n th e U n ite d S t a t e s th e m a^or p r o
g r a m s a r e b r o a d c a s t b y s h o r t w ave t o s o l d i e r s a ro u n d th e w o rld .
9 10
©11 t h e A m e r i c a n
T he m o re r e c e n t r a d i o s come
C o m m u n ic atio n s A c t o f 1 9 3 4 ,
S e c tio n 3.
P h i l i p I». B a r b o u r , ITQ pen Q u e s t i o n s i n I n t e r A m e r i c a n B r o a d c a s t i n g ? T he A n n a l s o f t h e A m e r i c a n A c ad e m y °*^ P o l i t i c a l a n d S o c i a l S c i e n c e , J a n u a r y , 1 9 4 1 , p . 1 1 6 .
125 e q u ip p e d w ith b o th th e
s h o r t w ave a n d t h e
G r e a t B r i t a i n 1s E m p i r e s e r v i c e s ta n d in g s u c c e s s , n o t o n ly i n
l o n g w ave b a n d s .
began to
be a n o u t
k e e p in g t h e E m p ire in f o r m e d
a n d e n t e r t a i n e d b u t o w n e r s o f s h o r t w ave r e c e i v e r s c o u n trie s as w e ll. began to g iv e
s h o r t wave b r o a d c a s t s i n o r d e r t o
th e lo y a lty o f t h e i r se n te d
G e rm a n y a n d I t a l y t o o k u p t h e
e x p a tria te s.
in o th e r id e a and
in c re a se
The U n i t e d S t a t e s
s h o r t w ave p r o g r a m s a s a p a r t o f p u b l i c
p re
se rv ie e .
O n ly r e c e n t l y h a s b r o a d c a s t i n g b y s h o r t w a v e b e g u n to
be r e c o g n iz e d f o r i t s
tru e
im p o rta n c e *
A lo n g w i t h th e
new i n t e r e s t i n L a tin - A m e r ic a n a f f a i r s w h ic h i s is tic
o f th e U n ite d S ta te s to d a y ,
sp e c ia liz e d in te r e s t
c h a ra c te r
cam e t h e m o r e h i g h l y
in ra d io b ro a d c a sts
to L a t i n A m e ric a.
T h is c o u n t r y i n t u r n b e g a n b u i l d i n g s h o r t wave s t a t i o n s u n t i l s h e now h a s m o re o f t h i s
ty p e
sta tio n
th a n any o th e r s e c t i o n o f th e w o rld . MT h e r e a r e ,
or w ere,
w av e s t a t i o n s
in
in
O c to b e r,
per c a p ita
A c c o rd in g to
B arb o u r,
1940 n e a r l y 300 s h o r t
o p e r a t i o n i n L a t i n A m erica a s o p p o s e d t o
a b a k e r Ts d o z e n i n t h e U n i t e d S t a t e s .
ancei n
L a t i n A m erica l o o k s t o t h e U n i t e d S t a t e s
fo r a s s is t
p re s e rv a tio n
S h o r t w ave
o f d e m o c ra tic p r i n c i p l e s .
b ro a d c a s tin g can c o n trib u te o m ic ,
c u ltu ra l,
to w a rd s t r e n g th e n i n g o f e c o n
and p o l i t i c a l t i e s
11 I b i d . , p .
122.
b e tw e e n t h e U n ite d
126 S ta te s and th e
c o u n t r i e s o f S o u th A m e ric a ,
fh is stre n g th
e n i n g o f e c o n o m ic a d v a n t a g e s a n d c u l t u r a l t i e s h a s a d e f i n ite
s o c i a l e f f e c t on t h e W e ste rn H e m isp h e re .
CHAPTER VPI COHCLUSIQH The u l t i m a t e se rv ic e a t th e th e
c o n t r i b u t i o n o f r a d i o w i l l be i t s
to w a rd s u n i f i c a t i o n sam e t i m e ,
in d iv id u a l.
o f th e
life
o f th e n a tio n and,
th e g r e a t e r d e v elo p m e n t o f th e I t w i l l h e lp
S ta te s as a n a tio n o f fre e
to
life
of
s tr e n g th e n th e U n ite d
p e o p le w ith h ig h i d e a l s .
r a d i o h a s becom e a n i n d i s p e n s i b l e
The
in stru m e n t in m illio n s
o f hom es t h r o u g h o u t t h e U n i t e d S t a t e s .
It
is
th e one i n
v e n t i o n w h i c h c a n c l a i m t o h a v e m o re s o c i a l s i g n i f i c a n c e th a n any o th e r
sin c e
th e
in v e n tio n o f th e
L i s t e n e r s m ay b e c l a s s i f i e d (I)
th e av erag e
c ritic a l scope,
lis te n e r.
s till
one o f th e s e
he l i s t e n s ,
c la ss ific a tio n
ty p e o f l i s t e n e r ,
lis te n e rs
th e
(3 )
th e
i s n arro w in f a l l in to de
i n t e n s i t y w ith w h ic h
k in d o f p ro g ram s s e l e c t e d .
The a g e o f
d o e s n o t s e e m t o h a v e m u ch s i g n i f i c a n c e
a s to
B o th a d u l t s a n d c h i l d r e n
to a l l ty p e s o f b ro a d c a s ts. E v ery l i s t e n e r
ra d io .
th re e g ro u p s:
T he s o c i a l e f f e c t o f t h e r a d i o
th e ty p e o f program s e l e c t e d . lis te n
p ress.
th e c a s u a l l i s t e n e r ;
W h ile t h i s
g ro u p s.
and th e
lis te n e r
(£ )
i t m ay b e s a i d t h a t a l l
pends upon th e
th e
lis te n e r;
in to
p rin tin g
C u ltu ra l id e a s
S ta te s a re
is,
in
some m e a s u r e , a f f e c t e d b y t h e
o f v a rio u s re g io n s
b e tt e r u n d e rsto o d .
o f th e U n ite d
R e g a r d l e s s o f e co n o m ic
128 s ta tu s ,
e v e r y i n d i v i d u a l m ay h a v e t h e
th e w o rld * s b e s t pro g ram s. m a s s e s who w i s h t o
lis te n ,
h e a rd by th e f l i c k
o f th e
p le a su re
E d u c a tio n i s
d isp e rse d to
a n d m u sic o f a l l d ia l.
o f h e a rin g th e
k i n d s m ay h e
The r a d i o h a s a c c e l e r a t e d
t h e a p p r e c i a t i o n o f c l a s s i c a l m u s i c , a n d m o re p e o p l e a r e f i n d i n g e n jo y m e n t i n t h e a r t s .
As a n i n s t r u m e n t o f l e i s u r e
a n d e n t e r t a i n m e n t f o r t h o s e who s e e k r e c r e a t i o n t h e r a d i o i s u n su rp assed .
T h is h a s a g r e a t s o c i a l s i g n i f i c a n c e
in
k e e p i n g t h e m o r a l e o f t h e m a s s e s i n a m ood w h i c h e x e m p l i fie s
a happy n a tio n .
Hew i d e a s a n d new w a y s o f d o i n g
t h i n g s t e n d t o make a p r o g r e s s i v e p e o p l e . he l e s s are
tim e
spent in re a d in g ,
W h i l e t h e r e m ay
m o re m i l l i o n s
o f p e o p le
to d a y k e p t in fo rm e d on e v e r y s o r t o f c u l t u r a l a c t i v i t y
th a n ever in h is to r y .
C u sto m s h a v e b e e n a f f e c t e d b y r a d i o .
One r e g i o n kno w s m o re a b o u t a n o t h e r t h a n e v e r b e f o r e , n a t i o n s k n o w m o re a b o u t o t h e r n a t i o n s . is
T he s o c i a l e f f e c t
a t r e n d to w a rd s a b e t t e r u n d e r s ta n d in g an d t o l e r a t i o n
b e tw e e n r e g i o n s ,
n a tio n s, ra c e s ,
B a d io p a r t i c i p a t i o n an o u t le t f o r th e new t h i n g s . and r e le a s e
in i t s
and t h e w o r ld a s a w h o le . v a rio u s fo rm s h a s b e e n
p u b lic to d e m o n s tra te i t s
d e sire
H e r e p e o p l e may d e m o n s t r a t e t h e i r t h e i r e m o tio n s.
m ore p a r t i c i p a t i o n . is
and
T he m o d e r n t r e n d
T h is f e a t u r e
l is te n e r to
know
a b ilitie s , is
to w a rd
o f m odern b r o a d c a s t i n g
s t i m u l a t i n g afcd c r e a t e s a d e s i r e
d iv id u a l ra d io
to
jo in th e
on th e p a r t o f th e i n a rm c h a ir p a r t i c i p a n t s .
129 S p e c ia l f in d in g s o f th e
stu d y .
In a d d itio n to
g e n e r a l f in d in g s b a se d on p r i n te d r e p o r t s a s th ro u g h o u t th e t h e s i s , to he n o te d , is
th e
su m m arize d
fo llo w in g s p e c ia l f in d in g s a re
b a s e d l a r g e l y on th e B ra w le y S tu d y .
an a id to e d u c a tio n ,
u n c o n sc io u s o f th e
b u t th e
in flu e n c e .
lis te n e r s are
(1 ) R a d io
fre q u e n tly
T he B r a w l e y c h i l d r e n l i s t e n
e d e x t e n s i v e l y t o new s b r o a d c a s t s ,
q u iz p ro g ram s,
b ro a d c a sts,
i n la n g u a g e ,
ta k e
a n d t a k e som e i n t e r e s t
lan g u ag e
as b ro a d c a st.
le s s o n s , b rid g e
in c re a se
le sso n s,
b u t se ld o m
o r m o rn in g e x e r c i s e s
s tim u la te d by b r o a d c a s ts ,
131 B ra w le y c h i l d r e n th e ir
co n fe ssed t h a t r a d io
i n t e r e s t in re a d in g .
s tim u la te d by th e r a d io t o w r ite .
c l a s s i c a l m u sic a r e
se ld o m se n d r e q u e s t s
in te re s t
in h i ll - b i ll y
fo r unusual s e le c tio n s .
am ount o f m u sic o f f e r e d i s e v id e n c e to i t s
in flu e n c e .
d id n o t
( 4 ) M any c h i l d r e n s i n g
s tim u la te d b y th e r a d i o ,
l e y c h i l d r e n show l e s s
yet
(3 ) H ow ever, t h e y w ere
w i t h t h e r a d i o a n d d a n c e a t home t o r a d i o m u s i c .
and a t t e s t s
fo re ig n
( 2 ) T he r a d i o d o e s n o t i m p a i r r e a d i n g .
S t u d i e s show t h a t r e a d i n g i s 72 o f t h e
th e
S w in g a n d
b u t t h e B ra w m u sic .
T hey
T he v a s t
o f t h e i n t e r e s t i n m u sic
( 5 ) T he r a d i o
is used as a
m eans o f e n t e r t a i n m e n t a s e v id e n c e d by th e e x t e n t o f r e c e iv e r s and o f l i s t e n e r s , e rs
and th e
s a t i s f a c t i o n w h ic h l i s t e n
c o n f e s s th e y g e t fro m th e r a d i o ,
f r e q u e n t l y m a k i n g th e m
f e e l t h a t t h e y a r e n o t a lo n e w hen t h e y a r e a l o n e . m akes m ass e n jo y m e n t p o s s i b l e .
(6 ) I n te r e s t
R a d io
in n a tio n a l
130 a ffa irs
has in c re a se d
sin c e th e
denced,
fo r in sta n c e ,
by th e in c re a s e d v o te s in our n a tio n
a l e le c tio n s.
(7 )
a d v en t o f th e ra d io
The m ass r e s p o n s e
c o n trib u tio n s to
th e
re c ru its
arm ed f o r c e s — i s
fo r
th e
R ed C r o s s ,
a p p e a ls—
p u r c h a s e o f War B o n d s , a n d e v id e n c e
u n ity and in c re a s e d c o o p e ra tio n . to
to ra d io
as e v i
be a n a g e n c y o f p r o p a g a n d a .
of n a tio n a l
( 8 ) T he r a d i o
is
conceded
H o w e v e r , t h e m an y B r a w l e y
c h i l d r e n c o n f e s s e d t h a t r a d i o a d v e r t i s i n g a n n o y ed th em , e ith e r re g u la rly bought th e in g to (9)
or o c c a sio n a lly ,
p ro d u c ts a d v e r tis e d ,
s t a y a t home t o
O c c a s io n a lly th e r a d io
F a m ilie s te n d to
lis te n
to ra d io
in
a l
O c c a sio n
C roup l i s t e n i n g
t h e home a s t h e
and e n te rta in m e n t te n d to
( 1 0 ) M any a r e s a t i s f i e d
own.
p ro
e v e n in g s.
p ro g ram s t o g e t h e r ,
and th e in c re a s e d u se o f th e ra d io
hom e l i f e .
to r a d io
k e e p s th em u p l a t e
a l l y th e r a d io adds to fa m ily q u a r r e ls .
o f in te re s t
p riv ile d g e s.
lis te n
t h o u g h some c h i l d r e n h a v e r a d i o s o f t h e i r
te r
t h e y se ld o m
y et th e y p re fe re d a d v e r tis
p a y in g a y e a r l y fe e f o r l i s t e n i n g
C h ild re n te n d to
g ra m s *
and t h a t
cen
p ro d u ce b e t t e r
w ith ra d io
p ro g ram s a s
th e y a re ,
c o n s id e r th e r a d i o a s a n e c e s s i t y , an d a d m it t h a t
th e
in flu e n c e s t h e i r a t t i t u d e s and h a b its .
ra d io
C o n c lu s io n .
I t w o u ld a p p e a r t h a t t h e a v e r a g e l i s t
e n e r i s m o re p r o f o u n d l y a f f e c t e d b y r a d i o c r i t i c a l o r th e c a s u a l ty p e ,
th a n e it h e r
a lth o u g h th e r e
is
c e rta in
th e to
131 b e som e e f f e c t o n e v e r y o n e who e v e r t u r n s a r a d i o B a d io a f f e c t s e x te n t, u re.
th e b e h a v io r o f c h ild r e n an d , to
th a t o f a d u lts .
The r a d i o
a c e rta in
p ro v id e s a u se o f l e i s
T he r a d i o a f f e c t s h a b i t s a n d t h e e d u c a t i o n a l p r o
cesses.
T he r a d i o e x e r t s a s i m i l a r
v a r i o u s hom es t u n e d i n t o v isib ly
s a tis f y in g th e
m ust d ep en d upon t h i s d e sire d r e s u lts
The a v e r a g e
ra d io
g re g a rio u s i n s t i n c t . " in v is ib le
The b r o a d c a s t e r
g re g a rio u sn e ss* 1 to g e t th e The a t t i t u d e
o r he w i l l tu n e
o f th e
o u t th e
o f th e l i s t p ro g ram .
fu tu re w ill have an even g re a te r
on th e A m e ric an p e o p le .
se e m u n l i m i t e d .
a w h o le i n
on
l i s t e n e r h as a fa v o ra b le a t t i t u d e .
The r a d i o in flu e n c e
s o c ia l in flu e n c e
i d e n t i c a l p ro g ram s th e r e b y i n
fo r a d v e rtis e rs .
e n e r m u st be f a v o r a b l e
th e
d ia l.
th e
T he p o s s i b i l i t i e s
o f th e
Ho d o u b t t h e n a t i o n a n d t h e w o r l d a s
f u t u r e w i l l b e i n f l u e n c e d m o r e a n d m o re a s
p ro g re ss o f th e ra d io
c o n tin u e s .
BIBLIOGRAPHY
BIBLIOGRAPHY A . BOOKS A rch er,
G le a s o n L. , B ig B u s in e s s a n d th e R a d io T h e A m e r i c a n h i s t o r i c a l C o m p an y , 1 9 3 9 )
_______, T h e H i s t o r y o f R a d i o (Hew Y o rk : H i s t o r i ’c a l C o m p an y , 1 9 2 6 )
(Hew Y o r k :
T he A m e r i c a n
A t k i n s o n , C a r r o l l , D e v elo p m en t o f R a d io E d u c a t i o n P o l i c i e s i n t h e A m e ric a n P u b l i c S c h o o l S y stem (E d in b o ro , P e n n s y lv a n ia : E d in b o ro E d u c a tio n a l P r e s s , 1939) _________ , E d u c a t i o n b y R a d i o i n A m e r i c a n S c h o o l s (E d in b o ro , P e n n s y lv a n ia : E d in b o r o ~ E d u c a t'i'o n a r ir e s s , 1938) A rn o ld ,
F r a n k A. , Do Y ou W an t t o G e t I n t o R a d i o ? F r e d e r i c k A* S t o k e s C om pany] 1 9 4 0 )
(Hew Y o r k :
. , B r o a d c a s t A d v e r t i s i n g — The F o u r t h D i m e n s i o n (Hew Y o r k : J o i n W i l e y a n d S o n s , I n c . , 1 9 3 3 ) B arnouw , E r i k , H andbook o f R a d io W r i t i n g B ro w n a n d C om pany , 1 9 3 9 )
(Hew Y o r k : L i t t l e
B a r t l e t t , K. G . , a n d D o u g l a s s W. M i l l e r , O c c u p a t i o n s i n R a d io (C h ic a g o : S c ie n c e R e s e a r c h A s s o c i a t i o n , T 940) B e r n a r d , L . L . , T he F i e l d s a n d M e t h o d s o f S o c i o l o g y Y ork: F a r r a r a n d R i n e h a r t , I n c . ,~ T 9 3 4 )
(Hew
B i e k e l , K. A. , Hew E m p i r e s — T he n e w s p a p e r a n d t h e R a d i o ( P h i l a d e l p h i a : L i p p i n e o i t a n d C om pany, 1 9 3 0 ) B i c k f o r d , L e l a n d , Hews W h i l e i t i s Hews ( B o s t o n : M a n t h o r n e a n d C o m p a n y ,”T 9 3 B ) B r i t t o n , K. , C o m m u n i c a t i o n Co m p a n y , 1 9 3 8 )
G. C.
(Hew Y o r k : H a r e o u r t , B r a c e a n d
B u r l in g a m e , R o g e r, E n g in e s o f D em ocracy S c rib n e r* s S o n s,1 9 4 0 7
(Hew Y o r k :
C a n t r i l , H a d le y , The I n v a s i o n fro m M ars ( P r i n c e t o n : P r in c e to n U n iv e r s ity P r e s s , 1940)
C h a rle s T he
134 C a n t r i l , H a d l e y , a n d G. W. A l l p o r t , T h e P s y c h o l o g y o f R a d i o (Hew Y o r k : H a r p e r a n d B r o t h e r s , 1 9 3 5 ) C a r l i l e , J o h n S. , P r o d u c t i o n a n d D i r e c t i o n o f R a d io P r o g r a m s (Hew Y o r k : P r e n t i c e - H a l l I n c * , 1 9 3 9 ) C l a r k , K e i t h , I n t e r n a t i o n a l C o m m u n ic atio n C o lu m b ia U n i v e r s i t y P r e s s , 19311 C o d e l, M a r t i n , R a d io a n d I t s a n d B r o t h e r s , 19301
F u tu re
(Hew Y o r k :
(Hew Y o r k : H a r p e r
C o n n a h , D o u g l a s D . , How t o B u i l d t h e R a d i o A u d i e n c e Y o r k : H a r p e r a n d B r o t h e r s , 193IFJ
(Hew
Be S o t o , C. B• , 2 0 0 M e t e r s a n d Down; T he S t o r y o f A m a te u r R a d io ( ¥ / e s t H a r t f o r d , C o n n . : A m e r i c a n RacTio R e l a y L e a g u e , 1936) B in sd a le , A lfre d , F i r s t P r in c ip le s o f T e le v is io n D u ffy ,
B e n , A d v e r t i s i n g M e d ia a n d M a r k e t s t i c e - H a l l , I n c . , 1939)
D u n can , R u d o lp h L . , F o u n d a t io n o f R a d io a n d H a l l , 193T J D u n la p ,
O r r in E. * T a lk in g on th e P u b lis h e r s , I n c . , 19^6)
_________ , R a d i o i n A d v e r t i s i n g e ri7 ~ W 3 lT
, The S t o r y o f R a d io
(Hew Y o r k : p r e n (L ondon:
C hapm an
R a d io
(Hew Y o r k : B r e e n b e r g
(Hew Y o r k :
H arp er and B ro th
, T he O u t l o o k f o r T e l e v i s i o n -------------------B roT O ers7T 932*) -
(1937)
(Hew Y o r k : H a r p e r a n d
(Hew Y o r k :
D a ily P r e s s ,
D y g e r t , W a r r e n B. , R a d i o A s An A d v e r t i s i n g M edium Y o rk : M c G ra w -H ill C om pany, I n c . , 1 9 3 9 )
1935)
(Hew
E i s e n b e r g , A. L . , C h i l d r e n a n d R a d io P ro g ra m s C o lu m b ia U n i v e r s i t y P r e s s , 1 9 3 6 )
(Hew Y o r k :
F o r m a n , H e n r y J a m e s , O ur Mo v i e Made C h i l d r e n M a c M i l l a n C o m p an y , 1 9 3 5 )
(Hew Y o r k :
F e l i x , E d g a r , T e l e v i s i o n , I t ' s M e th o d s a n d U s e s Me G rew h i l l B o o k C o m p in y , 1 9 3 1 )
(Hew Y o r k :
135 F ile n e ,
C a t h e r i n e , C a r e e r s f o r Women M i f f l i n C om pany, 1934)"
F ro s t,
S . E . , J r . , jCs A m e r i c a R a d i o D e m o c r a t i c ? U n i v e r s i t y o f C h ic a g o P r e s s , 1937)
_________ , E d u c a t i o n 1s Own S t a t i o n s C h i c a g o P r e s s , 193 71
(Hew Y o r k :
(C h ica g o :
H o u g h to n (C h ica g o :
U n iv e rs ity o f
G o l d s m i t h , A. H. , a n d A. C. L e s e a r h o u r s , T h i s T h i n g C a l l e d B ro a d c a stin g (Hew Y o r k : H e n r y H o l t ' a n d C o m p an y , 1930) G o o d e , K. M. , W h a t A b o u t R a d i o ? B r o t h e r s r, 1 9 3 9 )
(Hew Y o r k :
H arper and
G i d d i n g s , F r a n k l i n H, , S t u d i e s i n t h e T h e o r y o f Human S o c ie ty (Hew Y o r k : M a c M lT la n C o m p an y , ~T93& ) H ayes,
J , S . , a n d H. J . G a r d n e r , B o t h S i d e s o f t h e M i c r o hone ( P h i l a d e l p h i a : J . B .r i i p p i h e o t ¥ “ C om pany,
f9ZWJ
H a r r i s o n , M a r g a r e t , R a d i o i n t h e C la s s r o om P re n tic e -H a 11, I n c . , 1937) H a r l o w , A. F . , O ld W i r e s a n d Hew W aves t o n - C e n t u r y C om pany, 1 9 3 6 )
(Hew Y o r k :
(Hew Y o r k : A p p l e
H e e r i n g , J . M. , a n d G. C. G r o s s , T e l e c o m m u n i c a t i o n s Y o r k : M c G r a w - H i l l B o o k C o m pany, 1 9 3 6 ) H e t t i n g e r , H. S . , A D e c a d e o f R a d i o A d v e r t i s i n g U n i v e r s i t y o f C h ica g o P r e s s , 1933) . H ill,
(Hew
(C h ic a g o :
a n d W. J . H e f f , P r a c t i c a l R a d i o A d v e r t i s i n g Y ork: P r e n t i c e - H a l l , I n c . , 1936)
(Hew
F r a n k E. , l i s t e n a n d l e a r n — F i f t e e n Y e a rs o f A d u l t E d u c a tio n on t h e A ir (Hew Y o r k : A rneric'a'n A s s o c i a - x t i o n f o r AS u i t E d u c a t i o n , 1 9 3 7 )
H o rn u n g , J . 1 . , R a d io a s a C a r e e r W a g n a l l s C om pany , 1 9 4 0 1
(Hew Y o r k :
H u s i n g , T e d , T e n Y e a r s B e f o r e t h e M ik e an d R i n e h a r t, 1935)
Funk and
(Hew Y o r k :
F arrar
136 E a l t e n b o r n , H. V. , R a d i o e s P l a c e i n D i s t r i b u t i n g Hews ( C o l u m b u s , O h i o : O h io S t a t e U n i v e r s i t y P r e s s , 1 9 3 4 ) K e y , P i e r r e , R ad i o A n n u a 1 C o m p an y , 1 9 3 3 “]
(Hew Y o r k : P i e r r e
K ep P u b l i s h i n g
K ir k p a tr ic k , C lif f o r d , R ep o rt o f a R e se a rc h in to th e A t t i t u d e s a n d H a b i t s ~ " o f Radio* L i s t e n e r s TSTT P a u l : Webb B o o k P u b l i s h i n g 'C om pany, 1 9 3 3 ) K r a u s e , A. C. , S t u d e n t R a d i o C u e s t i o n n a i r e W oodrow W i l s o n H i g h S c h o o l , 1 9 4 0 )
(L os A n g e l e s :
L a z a r s f e l d , P a u l F . , Radio a n d t h e P r i n t e d p a g e D u e l l , S l o a n a n d P e a r c e , 1 9401 L a i n e , E l i z a b e t h , M o tio n P i c t u r e s a n d R a d io Me O r a w -H i 11 B o o k C om pany, 1938') L aw to n ,
S* P . , R a d i o S p e e c h 1932)
(Hew Y o r k :
(Hew Y o r k :
( B o s t o n : E x p r e s s i o n C o m p an y ,
L e a th e r w o o d , D o w lin g , J o u r n a l i s m on t h e A i r B u r g e s s P u b l i s h i n g C o m p an y , 1 9 3 9 )
(M in n e a p o lis :
L e e , A l f r e d M e C lu n g , a n d E l i z a b e t h B r y a n t L e e , T he F i n e A r t o f P rop a ganda (Hew Y o r k : E a r c o u r t , B r a c e a n d Com pany, 1939) L l o y d , J a m e s A . , T he B r o a d c a s t W ord K e g a n P a u l C o m p an y , 1 9 3 5 ) L o w e ll, M a u ric e , L i s t e n I n C o m p an y , 1937")
(Hew Y o r k :
L u m l e y , F« , M e a su re m e n t i n R a d io U ni ve r s i t y P r e s s , 1 9 3 5 ) L ynd, R o b e rt S . , M id d leto w n C o m p an y , 1 9 2 9 )
(L ondon:
D odge P u b l i s h i n g
(C o lu m b u s:
O h io S t a t e
(Hew Y o r k : H a r c o u r t , B r a c e a n d
_________ > M i d d l w t o w n i n T r a n s i t i o n B r a c e a n d Company^ 1 9 3 7 ) M o l e y , R a y m o n d , A r e We M o v ie M a d e? 1938)
(Hew Y o r k :
H a rc o u rt,
(Hew Y o r k : M acy M a s i u s ,
M o s e l e y , S . A. , a n d H. M cK ay, T e l e v i s i o n P r e s s , 1939) ' r' '
(Hew Y o r k :
O xford
127 N eu m ey er, M a r t i n H . , H a d io : A S o c i a l I n s t i t u t i o n (L o s A n g e l e s : U n i v e r s i t y o l & o u t h e r n Ga 1 i f o r n i a ) O gburn, W illia m F . , H e c e n t S o c i a l T re n d s
(1933)
P a l e y , W il l ia m S . , H a d io a s £ C u l t u r a l F o r c e
(1934)
P e a r , T. H . , V o i c e a n d P e r s o n a l i t y a s A p p l i e d t o H a d i o B ro a d c a stin g [New Y o r k : J o h n W i l e y a n d T o n s Y 1 9 3 1 ) R a in w a te r, C la re n c e , S ta te s,
T he P l a y M o v em en t i n t h e U n i t e d
R a n d e l l , E« M. , C o n v e y i n g t h e W o r l d 1s M e s s a g e P itm a n P u ^ T T s h in g C o r p o r a t i o n , 1 9 3 8 )
(New Y o r k :
R ie g e l,
0 , W. , M o b i l i z i n g f o r C h a o s U n i v e r s i t y P r e s s , 1934)
(New H a v e n :
R ile y ,
D. W. , H a n d b o o k o f R a d i o Drama T e c h n i q u e s A rb o r: E dw ards B r o t h e r s , 1 9 3 8 )
Y a le (A nn
S e y m o u r , K a t h e r i n e , a n d J , T . W. M a r t i n , P r a c t i c a l R a d i o W ritin g (New Y o r k : L o n g m a n s G r e e n , 1 9 2 6 ) S te w a rt, I r v in , L o cal B ro a d c a sts to U n i v e r s i t y o f C h ica g o P r e s s ,
S c h o o ls 1938)
(C h ic a g o :
S t o d d a r d , E . M. , C o m m u n i c a t i o n T h r o u g h t h e A g e s Y o r k : H. C ’ W i l s o n Company"," 1 9 3 8 7 ^ S to n e ,
(New
V i o l e t G . , C h i l d r e n 1s P r e f e r e n c e s f o r R a d i o P r o g r a m s (L os A n g e le s : U n i v e r s i t y o f S o u t h e r n C a l i f o r n i a , u n p u b l i s h e d P h . D. T h e s i s , 1 9 3 7 )
S u m m e rs , H. B* , R a d i o C e n s o r s h i p C om pany) S u m n e r , W i l l i a m G ra h a m , pan y , 1906)
F o lk w a y s
T hom as, L o w e ll J . , . M ag ic D i a l s C om pany o f A m e r i c a , 1 9 2 9 )
(New Y o r k : H, W. W i l s o n (B o sto n : (New Y o rk :
G i n n a n d Com P o ly g ra p h ic
T y l e r , K e i t h I . , R a d io S t u d i e s i n O a k la n d , C a l i f o r n i a ( O h io U n i v e r s i t y P r e s s , T 9 3 4 ) W ag n er, P a u l H . , P r o f i t a b l e H arp er and B r o th e r s ,
P u b lic R e la tio n s 1938)
(New Y o r k :
138 W a l d r o p , F . Q* , a n d J o s e p h B o r k i n , t e l e v i s i o n ; A S t r u g g l e F o r Pow er (New Y o rk ; W i l l i a m M o rro w anc[ Uom panyT 1 5 7 8 1 ----------
W o o d b u r y , D. 0 . , C o m m u n i c a t i o n 0 ompa n y , 1 9 3 1 J
(New Y o r k :
W r i g h t , P a u l H. , R a d i o J o u r n a l i s m P u b l i s h i n g C o m p an y , 1 9 3 9 ) Y o u n g , F i l s o n , S h a 11 I L i s t e n ? C o m p an y , L t d . , 1 9 2 3 )
Dodd M ead a n d
(M in n e a p o lis:
(L o n d o n :
B u rg ess
C o n sta b le and
B. PERIODICALS A n n a l s o f t h e A m e r i c a n A c ad e m y o f P o l i t i c a l a n d S o c i a l S c i e n c e , J a n u a ry , 1941. th e
fo llo w in g a r t i c l e s
a re fo u n d i n th e above:
A r m s t r o n g , E d w in H. , " F r e q u e n c y M o d u l a t i o n a n d I t s F u t u r e U s e s . 11 B a rtle tt,
K e n n e th 0 . , " t r e n d s I n R a d io P r o g r a m s ."
B a r n o u r , P h i l i p L . , "O p e n Q u e s t i o n s i n can B ro a d c a s tin g ." F ly ,
In te r-A m e ri
Jam es L a w re n c e , " R e g u l a t i o n s o f R a d io B ro a d c a s t i n g i n t h e P u b l i c I n t e r e s t . 11
O a te s,
S h e rw o o d , "R a d io i n R e l a t i o n t o and C u ltu re ."
M ille r,
R e c re a tio n
C ly d e R . , "R a d io a n d P r o p a g a n d a . "
P a l e y , W i l l i a m ' S. , " B r o a d c a s t i n g a n d A m e r i c a n S o c ie ty ." P e te r,
P a u l F. , " t h e A m e ric a n L i s t e n e r
o f 1 9 4 0 ."
S t r e i b e r t , T h e o d o r e C. , a n d F u l t o n L e w i s , a s a News M e d i u m ." W h ite ,
jr.,
P a u l W. , " C o v e r i n g a War f o r R a d i o . "
"R a d io
139 A t l a n t i c M o n th ly ,
"R d d io I n E u r o p e . "
----------IpFiifitsa.
C. S o e r c h i n g e r ,
B r o a d c a s t i n g Y e a r b o o k :. C o l u m b i a B r o a d c a s t i n g S y s t e m , P r o g r a m Book*
1941.
C o m m u n icatio n s A ct o f 1 9 3 4 , S e c t i o n 3. E d u c a t i o n on t h e A i r , 1940 C o t t o n , H. , "T he P e o p l e f s P l a t f o r m . " D o u g l a s , H e l e n C . , "T h e C a s e f o r W o m en." V an D em an, R u t h ,
"W hat Do Women W ant t o H e a r ? ”
E le c tro n ic s. F e d e r a l C o m m u n ic a tio n s C o m m issio n , B u l l e t i n s . F e d e r a l C o u n c il o f C h u rc h es, P a m p h le ts. F e d e r a l R a d io E d u c a t i o n C o m m itte e , B u l l e t i n s . I n t e r n a t i o n a l R a d io U n io n ,
p a m p h le ts.
J o u r n a I o f E d u c a t i o n a l S o c i o l o g y , M ay, 1 9 4 1 . H a r s h h e r g e r , C la y ,
" T h e D i a l T ak e t h e H i n d m o s t . "
L a d i e s Home J o u r n a l , O c t o b e r , 1 9 4 1 a n d J a n u a r y , B e n to n , W illia m , R o o s e v e l t , M rs.
"How C an R a d i o E d u c a t e ? " F r a n k l i n D . , " I f You A s k M e?"
L i f e M a g a z in e , S e p tem b er 8 9 , Jam es,
S id n e y ,
1948.
1941
" P ro d ig y ^ P ro g re s s ."
Los A n g e le s E x a m in e r, F e b ru a ry 6 , 1948, T o ld a t H e a rin g . " n a tio n a l A sso c ia tio n o f B ro a d c a ste rs,
"n ew sp a p er G a in s
"T he A B C o f R a d i o . "
n a t i o n a l C o m m itte e on E d u c a t i o n , P a m p h le t s .
APPSHDIX
APPENDIX QUEST IOHHAIRE USED IH THE BRAWIEY STUDY
1* Do y o u t a k e p a r t i n R e g u la rly 2.
q u iz program s?
IE * O c c a s i o n a l l y
Have y o u t a k e n b r i d g e R e g u la rly
1
61
H ot a t a l l
58
le s s o n s by r a d io ?
O c c a sio n a lly
4
Hot a t
a l l 1B6
3 . A re y o u a m o r n i n g e x e r c i s e r b y r a d i o ? R e g u la rly
1
O c c a sio n a lly
4* Do y o u t a k e p a r t i n R e g u l a r l y.
Hot
at a ll
109
l a n g u a g e l e s s o n s a t h o m e? O c c a sio n a lly
Z
31
29
Hot
at a ll
100
5* H a v e y o u e v e r t e l e p h o n e d a r e q u e s t f o r a m u s i c a l se le c tio n ? R e g u la rly
1
O c c a sio n a lly
11
H o ta a t a l l
119
6 . Do y o u s t a y a t home b e c a u s e o f t h e r a d i o ? R e g u la rly
9
O c c a sio n a lly .
7* D o e s y o u r f a m i l y l i s t e n R e g u la rly
★
19
67
H ot
at a ll
55
H ot
at a ll
87
a s a group?
O c c a sio n a lly
85
F ig u r e s a f t e r q u e s t io n s a r e c o m p o site t o t a l s o f a l l s t u d e n t s a n s w e r in g i n s u c h m an n er. B reakdow n o f f i g u r e s sh o w in g g r a d e i n s c h o o l a p p e a r i n t a b l e s t h r o u g h o u t t h e body o f th e t h e s i s .
142 8.
D o es t h e
ra d io
R e g u la rly 9. Has t h e r a d i o R e g u la rly 10.
keep you up l a t e r 14
O c c a sio n a lly
1 1 . H as th e r a d i o
Not a t
a ll
40
Not a t
a ll
61
Not a t
a ll
17
a ll
122
caused any fa m ily q u a rre ls ? 18
O c c a sio n a lly
50
O c c a sio n a lly
62
O c c a sio n a lly
H ave y o u s e n t t o a r a d i o R e g u la rly
64
a f f e c te d your ch u rch a tte n d a n c e ?
R e g u la rly
13.
77
Do a l l m e m b e rs o f y o u r f a m i l y l i s t e n ? R e g u la rly
12.
th a n u s u a l?
2
sta tio n
O c c a sio n a lly
9
Not a t
f o r a map o r l i k e , i t e m ? 53
Not a t
a ll
76
57
Not a t
a ll
26
69
Not a t
a ll
37
65
Not a t
a ll
16
Not a t
a ll
31
D oes r a d i o a d v e r t i s i n g an n o y y o u ? R e g u la rly
47
O c c a sio n a lly
1 4 . Do y o u s i n g w i t h t h e r a d i o ? R e g u la rly 15.
O c c a sio n a lly
Do y o u l i s t e n w h i l e y o u w o r k ? R e g u la rly
16.
25
Do y o u l i s t e n R e g u la rly
1 ? . H as th e r a d i o R e g u la rly
50
O c c a sio n a lly
to f o r e ig n b ro a d c a s ts ? 22
O c c a sio n a lly
78
in c re a se d your in te r e s t in 32
O c c a sio n a lly .
49
p o litic s ? Not a t
a ll
50
143 18. Has t h e r a d i o Yes 19.
59
Has t h e r a d i o Yea
80.
in c re a s e d your i n t e r e s t i n re a d in g ?
76
Has t h e r a d i o
Ho
55
Ho
79 .
Do y o u h a v e a p r i v a t e r a d i o 30
Do y o u h a v e m o re Y es
63
Ho
24*
Do y o u l i s t e n Yes
25.
103
i n y o u r ro o m ?
101
t h a n o n e r a d i o a t hom e? Ho
68
2 3 . A re y o u s a t i s f i e d w i t h r a d i o Yes
in w ritin g ?
in c r e a s e d your i n t e r e s t i n la n g u a g e s? 58
Yes 28.
78
in c re a se d your in te r e s t
Yes 81.
Ho
Ho
program s a s th e y a r e
to d a y ?
28
t o new s b r o a d c a s t s ? 113
Ho
18
Do y o u c o n s i d e r t h e r a d i o a n e c e s s i t y ? Yes
100
Ho
. 31
2 6 . Ifo u ld y o u s a y t h e r a d i o h a s c h a n g e d an y o f y o u r h a b i t s ? Y es 27.
74
Ho
57
Has t h e r a d i o i n c r e a s e d y o u r i n t e r e s t Y es
90
Ho
41
in
sw in g m u s ic ?
144 28 . H as th e r a d i o Yes
in c re a se d your i n t e r e s t
39
Ho
29. Has th e r a d i o Y es SO.
31.
71
Ho
51
85
60
Ho to .
80
a w e e k ly r a d i o Ho
52
Ho
fe a tu re ?
45
3 2 . Bo y o u b u y r a d i o a d v e r t i s e d Yes
c l a s s i c a l m u sic ?
re g u la rly to a d a ily s e r ia l?
Bo y o u l i s t e n Yes
92
in c re a s e d your i n t e r e s t in
Bo y o u l i s t e n Yes
i n h i l l - b i l l y m u sic ?
p ro d u c ts?
79
3 3 . W o u ld y o u b e w i l l i n g t o
p a y a $ 2 . 0 0 y e a r l y f e e t o do
aw ay w i t h a d v e r t i s i n g on t h e r a d i o ? Yes 34.
35.
39
Ho
82
B o e s t h e r a d i o m ak e y o u f e e l y o u a r e n o t a l o n e w h e n y o u are
a lo n e ?
Yes
109
Ho
22
Bo y o u t u r n o n t h e r a d i o t o d a n c e a t ho m e? Ye s
65
Ho
56
36. A re y o u i n t e r e s t e d i n a m a te u r r a d i o w ork? Y es 37.
64
Ho
Bo y o u l i s t e n m o s t t o Y es
74
Ho
67 p ro g ram s o v e r y o u r l o c a l s t a t i o n ? 57