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.

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