“I have to blog a blog too?”: Radio Jocks and online blogging.

Barry Rooke

rookeb@uoguelph.ca

Background

Connection to Thesis

Campus/Community radio in Canada: linking listeners to broadcasters with web 2.0 technologies.

•Facebook•Twitter•Blogs

•Staff and Programmers•Recommendations

• Radio & TV broadcasting degree

• 11 Years in Campus/Community Radio as a programmer

• 4 Years staff Campus/Community Radio

• 2 Years Producer Commercial Radio

• Vice-Chair Board of Directors – Campus/Community Radio

What does the CRTC stand forWhat does the CRTC stand for

A) Commissions of Radio and Television in A) Commissions of Radio and Television in CanadaCanada

B) Canadian Radio-Television B) Canadian Radio-Television Telecommunications CommissionTelecommunications Commission

D) Canadian Rural Transmissions D) Canadian Rural Transmissions CommissionCommission

C) Canadian Radio-Television CenterC) Canadian Radio-Television Center

Canadian Radio SectorCampus/Community

Commercial

Public (CBC)

Purpose of the Study

With changes in technology, and communication practices, what are the wants and motivation for modern radio broadcasters or “jock”, and their associated stations, to interact with listeners using a blog-type medium?

“Jocks” & Blogs

Jocks

Commercial: 2800-3800

Campus/Community: 350-650

Public: 45-85

Method

4 Surveys•NCRA (15)•NCRC Staff (29)•NCRC Jocks (54)•CFRU Case Study (27)

Focus:•Social Media use•Goals of Social Media

Visual Analysis of 51 Blogs•Commercial (20)•Public (12)•Campus/Community (19)

Focus:•Length•Frequency•Content•Goals

Results - CommercialFindings:

1.Are always found on the company’s website

2.Typically are very short in length, update once per show

3.Have very little personality in the writing

4.Almost always either re-posting of other blogs, or links to videos

Motivation & Wants

1.Drive listeners to website for monetization purposes

2.Post because they are required too by the station (Frequency)

3.Entertainment and sex sells

4.Use of different forms of social media for communication with listeners

Results – Campus/Community

Findings:

1.Focused on show content/genre

2.Downloads available

3.Include personality

4.Updated each show

Motivations & Wants

1.Attract listeners

2.Promote the material that is aired on their show

3.Receive feedback and discover preferences of the listeners

4.Grown community

5.Raise Fundsfor strugglingIndustry

Results – Public

Findings:

1.Highlight upcoming show

2.Re-listen to past shows

3.Extended interviews

4.Updated once per show

Wants and Motivations

1.Provide the opportunity to catch-up on missed shows or information

2.Match the CBC mandate to inform and entertain from a Canadian viewpoint

3.Drive hits to website to prove show is of value on the schedule

Recommendations

• Post often;• Link freely to other sites;• Be cautious of comments

left; deletion or failure to respond can alienate or start conflict on a blog;

• Be generous in praise and attribution;

• Don’t be long winded;• Paragraphs are your

friend;• Stay away from profanity,

as it loses audiences;• Keep the title short and

easy to remember ;• Track your blog to assess

growth, use a tracking website or internal statistics(Hewitt 150; Wright 24,39).

Future ResearchRe: Social Media

1.Are other forms of social media impacting the use of blog-type mediums

2.What social media outlets should jocks be using to maximize their reach?

Re: Blogs

1.What specific type of information/content and in what format jock bloggers should be using to meet the needs of their specific shows

Thank You

Barry Rooke – rookeb@uoguelph.ca