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Radio Programming: Station Format and Alternative Models of the Audience in the U.S.-Mexico Border Region
The article analyzes the use of radio "classified-ad" shows for the sale of goods and services. The article finds that in commercial radio, some Spanish language radio stations (SLRS) program communicative opportunities for listeners in the form of "classified-ad" type shows on a regular basis. The article presents two significant finding: first, that program format decisions are organized by the "model of the audience" that station personnel hold. The SLRSs studied hold a "participatory model" of the audience. The article distinguishes different models of the audience and indicates how the models summarize radio station personnel perspectives and behaviors surrounding program choice. The second finding is that proximity to the U.S./Mexico border produces variation in "classified-ad" type shows. The local variation (in El Paso, Texas, Tucson, Arizona and Albuquerque, New Mexico) in the organization of these programs is described and explained according to the mutual needs and purposes of the local community and the radio station. The article concludes with a research agenda that flows from this initial investigation.
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Print ISSN: 0886-5655
Online ISSN: 2159-1229