Commercial Interest In Radio

Advertising and sponsorship of radio programs during the 1920s was on of the most influential factors in the future of radio.

Commercial interest, or advertising, is a way for companies to present their product to the public.  As most people look to some form of media for news or entertainment, television and radio is often a way that sponsors look to advertise.  These advertisements help fund the network, which broadcasts programs and also helps to inform the public.  In the Radio Act of 1927, the FCC stated that the radio must act in the "public interest, convenience and necessity" of the American people.  Later, they would define that advertising was part of the public interest because it encouraged consumerism.

In the early 20s, AT&T began to charge broadcasters a fee for using the radio stations.  This soon led to advertisers paying to have their product pushed during radio programs.  As radio was a low profit medium, these advertisements helped to create revenue.  Beyond just this, the advertisements helped to create a unique format for radio.  Over the course of about 5 years,  privately owned stations became affiliates of larger networks, which then decided what programs were broadcast.  The advertisements funded programs that allowed people all across the country to feel as if they were a part of an imagined community.  This radio format changed culture, by increasing knowledge of other regions and national issues. One example of this can be seen in the newscasts made by Edward R. Murrow.  Murrow presented both national and global stories that reached the American public and changed opinion towards war and life in general.

The Social Learning Theory in Media

As the media presents ideas and shows gender in specific ways, children begin to accept that they must act in a certain manner in order to fit in with society.  This observational learning is part of the Social Learning Theory. 

According to the Social Learning Theory, people have the ability to learn through observing others.  Although once used for analyzing the criminal mind, the theory now crosses over into media as well.  Because media plays a large role in our daily lives, the theory claims that it can have an effect on our behavior and thoughts.  Over time, many begin to adapt to the images and ideologies they see in the media. 

The Social Learning Theory is especially accurate in young children and adolescents.  From a very young age, boys watch television shows that portray action and violence.  Actors, that become heroic in the eyes of the young boys, demonstrate that through brutal force they are able to succeed in whatever situation they given.  As a result, many boys then think that it is necessary to be violent or tough.  In the film Tough Guise, this idea was closely examined.  Through the images that the media delivers, boys and girls quickly learn what they are "supposed" to be.  The clip shown below is a further example of this ideology so common in media. Throughout the entire trailer, force and violence seem to be the presented answer to all problems.

Hegemony is Everywhere

No matter where we get out daily news or entertainment from, the creators of the information are trying to push some sort of idea to their audience.  This process in the media industry is known as hegemony.  Through constant reinforcements of a certain ideology, a dominant (most likely, more wealthy) group can turn a few ideas into accepted common knowledge of a mass group of people.  Although hegemony has proven to be extremely effective, the ideals created by such a process are by no means permanent.

Hegemony is not simply an aspect of the media.  The influence of different groups can be seen anywhere, whether it be a celebrity creating a new hair trend or a church influencing political views.  The most unsettling feature of hegemony in all forms? The fact that none of us seem to be aware that is in fact influencing us.

One example of hegemony that I remember from a couple years back was a commercial for Jim Beam Bourbon, in which the "perfect girlfriend" is described.  Clearly catering towards males, the commercial went on to feature a young woman expressing how she didn't care if her partner didn't treat her well or respect her.  Beyond the fact that the commercial was offensive to women, it also helped to reinforce the idea that men care very little about what their partner has to say or how she feels.  Although the commercial is clearly a stretch and certainly does not describe the majority of males, it does create the idea that a man's version of the optimum relationship is based solely on superficial values.  Because the commercial is giving a set of ideals to the audience it can be seen as a form of hegemony.

Video found on DailyMotion.com