Industries and Institutions Instrumental in Radio Content

While the development of radio was heavily influenced by technological change, government intervention, and audience demand, the largest force in the shaping of radio was industries and institutions; industries were the major financers of radio, then and now, thus they had the most say in the content on the radio. 

Industries and institutions influenced radio through the advertising-based model of radio. Using this new technology, they realized they could make advertisers invest in some air time to give their products exposure in exchange for the advertisers’ money.  Since the advertisers had the money, the development of integrated advertising also took a part in shaping radio. The majority of the entertainment on the radio was heavily sponsored by advertisers.  For example, game shows were usually sponsored by advertisers, such as Tums (as seen in our text) or Sunbeam (as seen in the picture below).  The influence of advertising and the actions of large networks such as AT&T in the ‘20s and Clear Channel are very vital in shaping the content on radio since they have the money, which is essentially synonymous with power.

Starting in 1922, AT&T began shaping the radio with their own vision, which was entertainment supported by advertising – something that is all too familiar nowadays.  The AT&T station soon broadcasted their first commercial that advertisers responded to immediately.  This rise of network radio led to a large impact on culture. Advertising on radios began to shape American culture by glamorizing consumerism and the need for excess, hence our current culture. This culture is defined by items rather than ideas. People started to identify with others through what they consumed rather than what they thought. In addition to this (on a more positive note…) it allowed people in the United States to have more insight in how Americans in different regions lived, and it increased the experience of being more of a nation.   In Radio Days, this was very apparent – more people began to listen to music which they probably would not have heard before radio (such as Aunt Bea listening to a variety of popular music as she tended to her garden), industries began to have national exposure which allowed them to sponsor certain radio shows and programs that advertised their products (this is apparent in Joe’s want of the Masked Avenger toy), and Joe’s mother’s infatuation with rich celebrities, who advertised the ‘good life’.

Nowadays, radio is still running on this same advertising-based model, although it is more focused on music rather than shows or other entertainment.  Advertising is now also integrated into this music, thus the popular music that is played (and over-played) on the radio is further perpetuating the culture of excess through its songs by hip-hop artists rapping about the good life (compare this to the glamorous older white couple talking about their luxurious lifestyle), and popularizing political and cultural ideas through outspoken talk show hosts such as Rush Limbaugh and Howard Stern (who are also most likely being paid through sponsors as well) .  All in all, industries and institutions have the greatest power in the content of the radio since they have the money to do so.