Radio Consumption and Perception

Abstract

Radio Consumption and Perception is a research study probing the social and moral values conveyed to audiences through broadcast radio. The uses and gratifications theory provides insight into the exchange of information reciprocated through disc jockeys, and their viewership. This examination incorporates an ethnographic interview-style using the snowballing technique, of 15 core open-ended questions, for honest and casual answers from respondents in their environments. The researcher, Yerodin Carrington, has never seen nor met anyone of the personalities of the Ebro in the Morning show. There is no association with anyone employed at WHQT-FM, Emmis Communications, or the personalities of Ebro in the Morning. However, Yerodin Carrington found viewers enjoyed the messages disc jockeys conveyed on-air through segments, their form of expression in a relatable manner, and the clarification of press releases for the understanding of their viewership. Further research is suggested with room for negative feedback, a competitive source, and a whacking variety of radio listeners for precise findings will be needed.