This project investigates university students' relation and attitude toward the voice radio channel, Radio24syv. The aim is to clarify whether the channel has a potential for multiple listeners among university students and provide the reader with insights of the younger target group’s understanding of the radio medium, enabling Radio24syv to target future external communication specifically to this audience. During our study, we have developed empirical data from several different perspectives. From the top point of view we made an expert interview with the manager of Radio24syv, Jørgen Ramskov and from the reception point of view we made respondent and focus group interviews with a number of informants who are representative of the target audience. To identify our informants' understanding and attitude towards Radio24syv, we analyze and interpret the empirical data produced in the focus groups by putting it in to the theoretical framework of the multidimensional analysis model by Kim Schrøder. With the results from this analysis we hereafter examine the data through other theoretical glasses, consisting of Michel Maffesoli and Pierre Bourdieu, to show the reasons why the younger target group feel and acts as they do towards the channel. Through our analysis we highlight whether there exists potential for multiple listeners in the audience and which elements future marketing should contain to realize this potential. The analysis describes four major trends for the informants' use of Radio24syv. These are: 1. social practices as motivation for listening, 2. the use of podcast rather than live streaming, 3. the hosts' importance to the channel, and 4. Radio24syv as the golden mean in the field of voice radio for our informants.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||23 jan. 2015|
- Voice Radio