Date of Award
Spring 2024
Document Type
Thesis
Degree Name
Master of Arts (MA)
Department
Communication Studies
Committee Chairperson
Edward J. Lordan, PhD
Committee Member
Megan Mahoney, PhD
Committee Member
Adam Rainear, PhD
Abstract
Using the framework of the Uses and Gratifications theory, this study explores strategies that radio hosts use to engage traditional radio listeners. The analysis aims to understand the intent of radio jocks' words, categorizing what they say into different uses and gratifications: positive mood management, diversion, negative mood management, interpersonal relationships, personal identity, and surveillance. Through a content analysis of leading Philadelphia radio stations across a range of genres and time slots, 15 hours of radio were coded, five different genres within different time frames of the day. The analysis provides insight into the relationship between broadcasters and their audience by showing the most common uses and gratifications across various radio formats and time segments. These results are important for professionals within the media field, navigating the changing media landscape, specifically in understanding the relevance of traditional radio, especially the growth of digital streaming services and convergent media platforms.
Recommended Citation
Beachy, Lauren, "A Uses and Gratifications Analysis of Traditional Radio Strategies to Engage Listeners" (2024). West Chester University Master’s Theses. 314.
https://digitalcommons.wcupa.edu/all_theses/314