3.2 Broadcast Media: Radio and Television

Broadcast media revolutionized communication, starting with radio in the 1920s and evolving to television. These mediums shaped culture, language, and social norms, providing shared experiences that united people. They influenced public opinion through agenda-setting, framing, and advertising.

The digital age brought challenges like online streaming competition and audience fragmentation. However, it also created opportunities for broadcasters to embrace digital distribution, develop original content, and leverage social media for engagement. The industry continues to adapt to changing viewer habits and technologies.

Evolution and Characteristics of Broadcast Media

Evolution of broadcast media

Top images from around the web for Evolution of broadcast media

• 

  Radio broadcasting - Wikipedia View original

  Is this image relevant?

• 

  File:First television broadcast NBC.JPG - Wikipedia View original

  Is this image relevant?

• 

  History of radio - Wikipedia View original

  Is this image relevant?

• 

  Radio broadcasting - Wikipedia View original

  Is this image relevant?

• 

  File:First television broadcast NBC.JPG - Wikipedia View original

  Is this image relevant?

1 of 3

Top images from around the web for Evolution of broadcast media

• 

  Radio broadcasting - Wikipedia View original

  Is this image relevant?

• 

  File:First television broadcast NBC.JPG - Wikipedia View original

  Is this image relevant?

• 

  History of radio - Wikipedia View original

  Is this image relevant?

• 

  Radio broadcasting - Wikipedia View original

  Is this image relevant?

• 

  File:First television broadcast NBC.JPG - Wikipedia View original

  Is this image relevant?

1 of 3

• Radio invented in late 19th century enabled wireless communication over long distances
• First commercial radio broadcast in 1920 (KDKA in Pittsburgh) marked beginning of radio as mass medium
• AM (Amplitude Modulation) dominated radio format until 1960s offered lower sound quality but longer range
• FM (Frequency Modulation) gained popularity in 1970s delivered higher sound quality and stereo broadcasting
• Key characteristics of radio: audio-only medium, allows for live broadcasts, wide reach, low cost of production and reception, highly portable (car radios, transistor radios)
• Television invented in 1920s through electronic scanning of images and transmission of signal
• First regular television broadcasts in 1930s by BBC in UK and NBC in US laid foundation for television as mass medium
• Color television introduced in 1950s added visual appeal and enhanced viewing experience (NBC's "Bonanza", CBS's "The Wizard of Oz")
• Cable and satellite television emerged in 1970s and 1980s expanded channel options and improved reception (HBO, CNN, MTV)
• Digital television transition in 2000s brought higher resolution, improved sound, and interactive features (HDTV, smart TVs)
• Key characteristics of television: audio-visual medium, combines live and pre-recorded content, appeals to mass audiences, heavily reliant on advertising revenue

Impact and Influence of Broadcast Media

Impact of broadcast on society

• Shaped popular culture by disseminating music, entertainment, and trends (Elvis Presley on Ed Sullivan Show, "I Love Lucy", "The Simpsons")
• Influenced language use, fashion trends, and social norms (Valley Girl speak, "Fonzie" leather jackets, "Rachel" haircut from "Friends")
• Provided shared experiences and cultural references that unite people (Moon landing, "Seinfeld" finale, Super Bowl broadcasts)
• Reflected and reinforced cultural values and beliefs through programming choices and representations (traditional family values in 1950s sitcoms, counterculture in 1960s music)
• Contributed to globalization of culture by exposing audiences to diverse perspectives and ideas (BBC World Service, MTV's international expansion)

Broadcast media's influence on opinion

• Agenda-setting function of media determines which issues are considered important by public (Watergate scandal, "Nightline" coverage of Iran hostage crisis)
• Framing techniques used by media influence how issues are presented and perceived ("war on terror" framing post-9/11, "horse race" framing of elections)
• Priming effects of media affect criteria by which people evaluate issues and individuals (focus on candidate appearance and personality traits over policies)
• Advertising shapes consumer preferences and purchasing decisions through persuasive techniques (celebrity endorsements, emotional appeals, jingles)
• Product placement in television shows and movies increases brand awareness and favorability (Reese's Pieces in "E.T.", Coca-Cola in "American Idol")
• Sponsorships and brand partnerships with popular programs and personalities create positive associations (Pepsi and "The X Factor", Nike and Michael Jordan)
• Targeted advertising based on audience demographics and interests allows for more effective and efficient marketing (Nickelodeon ads aimed at children, luxury car ads during golf tournaments)

Challenges and Opportunities in the Digital Age

Challenges for broadcast in digital era

1. Competition from online streaming services erodes traditional broadcast viewership (Netflix, Hulu, YouTube)
2. Fragmentation of audiences due to increased media choices makes it harder to attract large, unified audiences
3. Declining advertising revenues as advertisers shift budgets to digital platforms with more precise targeting capabilities
4. Adapting to changing consumer preferences and viewing habits, such as binge-watching and on-demand content
5. Navigating digital rights management and piracy concerns in an era of easy content sharing and distribution

• Opportunities presented by digital technologies:
  • Embracing digital distribution channels to reach wider audiences beyond traditional broadcast boundaries (CBS All Access, BBC iPlayer)
  • Developing original content exclusive to streaming platforms to attract and retain subscribers (Netflix's "Stranger Things", Amazon's "The Marvelous Mrs. Maisel")
  • Leveraging social media for audience engagement, real-time feedback, and program promotion (live-tweeting during events, behind-the-scenes content)
  • Implementing targeted advertising using data analytics and personalization to increase ad relevance and effectiveness (addressable TV advertising)
  • Exploring interactive and immersive technologies to enhance viewer experiences and create new storytelling possibilities (choose-your-own-adventure shows, virtual reality news reports)