ERIC Number: ED050581
Record Type: RIE
Publication Date: 1971
Reference Count: 0
International Radio Broadcasting: Who Listens?
Browne, Donald R.
It is difficult to obtain reliable data on the nature of the audience for international broadcast programs in Asia (e.g., those beamed by the Voice of America or Radio Japan). However, analysis of listener mail and some survey research have provided a fairly clear profile of the audience: young (ages 15-34), well educated, urban, male (but with a fair proportion of female students), fairly affluent, often in "decision-making" or high-prestige positions or occupations. Significant deviations from this profile may appear when a given international station has been clearly audible over the predominant domestic broadcast band (whether short wave or medium wave). Far less is known about how often, to what, and why people listen to international services, and even less about how much they comprehend or accept of what they hear. The research methods used to gather data on these audiences have included solicitation of mail by means of contests and "give-aways," requests for comments on programs, and questionnaires. Listener panels are also used. More research is needed to get clear pictures of these audiences and the effects of the broadcasts on them. (JK)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Minnesota Univ., Minneapolis.
Identifiers: Asia; Radio Australia; Radio Japan; Voice of America; Voice of Free China
Note: Paper presented at the International Communications Association Annual Conference (Phoenix, Arizona, April 21-24, 1971)