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Mobilising the Community Radio Audience

Spurgeon, Christina L. & McCarthy, Joanna (2005) Mobilising the Community Radio Audience. 3CMedia: Journal of Community, Citizen's and Third Sector Media and Communication, 1(February), pp. 1-13.

Abstract

In 2004 the first, national, statistically robust, quantitative assessment of the Australian community broadcasting sector's audience reach was undertaken. Conducted by McNair Ingenuity, this research provided a major breakthrough in the wider shift to a more audience-centred approach to managing the sector. The findings, significance and implications of this research are considered here. Following recent developments in critical cultural policy studies, this paper locates this renewed concern for community broadcasting audiences within a 'larger cycle of decision-making' (O'Regan, Balnaves and Sternberg 2002: 2). The particular influence of developments such as the emerging spectrum market and the imminent transition to digital transmission systems is discussed. These developments are important to understanding why community broadcasting resistance to market-based conceptions of audience is being overcome, and how audience-centredness might be used to facilitate the continuing development of this 'third' sector of Australian broadcasting.

Impact and interest:

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385 since deposited on 19 Mar 2007
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ID Code: 6614
Item Type: Journal Article
Additional Information: The contents of this journal can be freely accessed online via the journal's web page – see link.
Additional URLs:
Keywords: community broadcasting, audience research, quantitative methods, media policy
ISSN: 1832-6161
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication and Media Studies not elsewhere classified (200199)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2005 Christina L. Spurgeon and Joanna McCarthy
Deposited On: 19 Mar 2007
Last Modified: 29 Feb 2012 23:16

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