Skip to main content
padlock icon - secure page this page is secure

Free Content Going commercial: Navigating student radio in a deregulated media marketplace

Download Article:
 Download
(PDF 572.3 kb)
 
This article describes an unusual form of student instructional radio, which is organized to run as a fully commercial broadcaster. Drawing on the case of a New Zealand student station, Mode 96.1FM, we look at how it functions in a highly competitive commercial environment. The student-run station reformats itself every year and attempts to emulate the styles and success of much larger national and local commercial music stations. We investigate two aspects. First, the tensions this creates between commercial, industry and educational objectives. Second, how students become located within the commodified speech practices intrinsic to marketing and branding. We also discuss how the station attempts to reconcile these in terms of seeking out diverse listening publics.

3 References.

No Supplementary Data.
No Article Media
No Metrics

Keywords: Internet broadcasting; commercial radio; immersion learning; marketing; radio industry; student radio

Document Type: Research Article

Affiliations: 1: Christchurch Polytechnic Institute of Technology 2: Otago University

Publication date: March 1, 2015

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
UA-1313315-26
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more