1920s Radio Industry

The radio industry has evolved enormously since the 1920s because of such forces as technological advancements, institutional factors, and government regulation and intervention. Although, I believe the audience demand has shaped the formation of the radio industry even more so, as the radio industry specifically reaches out to the needs and wants of its listeners, as it is the public opinion that determines their success.

The radio is vital tool as it connects people while entertaining them and informing them at the same time. In 1896, Guglielmo Marconi developed the first radio transmitter, introducing a tool that would forever change the world. The power of Marconi’s invention was brought to public attention in 1912, with the sinking of the “Titanic”. With the radio, the crew of the ship was not only able to send out calls for help, but, it became an important resource for reporting news about the disaster (Straubhaar 160). Once the public was aware that this device could be used to relay information and connect one another, the radio was soon on high demand, and audience demand began to shape the formation of the radio industry.

Little did Marconi know that this simple box would play such a significant role in the lives of families in the 1920s. Take for example Woody Allen’s film Radio Days, which illustrates the importance of the radio’s influence. In the film, each family member found an escape from their own realities through their favorite radio shows. Each family member used the radio as an escape, but it ironically brought the family together, as they would gather to listen to their radio shows. Families would gather around the radio for nightly entertainment, and radio ownership began to increase dramatically, which in turn led to the increasing of radio stations.The radio became an important tool for music, news, weather reports, politics, and fictional radio programs. The audience demand sparked an evolution for the radio industry in the 1920s

Social Learning Theory

The social learning theory is very important, as it takes a look at the effects of mass media. According to Straubhaar, the social learning theory explains media effects in terms of imitating behavior seen in the media. In other words, the theory takes a look at how people can learn by observing behavior seen in the media, and then, imitating it. This theory indicates the immense influence the media can have on individuals, as the media alters our beliefs, attitudes, behavior, and values. We as individuals are vulnerable to the media, as it unknowingly alters the way we think. Our minds as teenagers and college students are easily altered and influenced by the media. For instance, if we hear hype about a certain movie and that it was “so cool!” and “awesome!”, we as individuals believe that we have to go see the movie, because everyone else loved it. According to the social learning theory, our minds are easily influenced by the media, as we observe it, and then go on to imitate what we see.

I believe that the concept of the social learning theory helps me understand the impacts of movie trailers, as they can easily influence an individuals opinion about a movie, and urge or discourage an individual to go see the movie. As I mentioned before, we are easily compelled or discouraged to go see a movie once we hear the opinions of others. Movie trailers are basically composed by the best reviews, comments, and scenes, and are morphed into a 30 second trailer that compels us to go watch the movie. It’s funny how a bunch of intense scenes, combined with the right music can influence us to go see a movie. Take for example the trailer for the movie Slumdog Millionaire. The trailer begins with the flashes of the best reviews and awards the movie scored from various awarders and reviewers, encouraging us to go out and see the movie, because so many good things were said about it. The trailer shows various clips from the movie, showing enough about the plot of the movie to intrigue the viewer, but not enough the reveal the whole movie. According to the social learning theory, the movie trailer pulls the viewer in, and influences us to go out and see the movie.

Hegemony

According to Lull, the concept of Hegemony is defined as the power or dominance that one social group holds over other. Hegemony can basically be defined as the the amount of power and control one group has over another, as the dominating group subordinates the other. Hegemony is an example of the constant power struggles around the world. Hegemony plays an important role in our media. It is evident in the news, television commercials, and television series. This concept of hegemony is evident in NBC’s most popular game show, Dear or No Deal, as women are subordinated by men. This game show depicts and characterizes twenty-six women of which are made to equate plastic barbie dolls. Dressed in conspicuously matching red dresses, long heels, and smiles plastered to their faces, these idols don’t as much as wink longer than needed until otherwise commanded to do so.  The simple phrase, “open the case” admonishes them of their stances, and allows them to beam and captivate the world with their simple possibilities.  This game show demonstrates aspects of hegemony as women are blatantly displayed in their risky clothing and oozing sexual appeal.  These women are portrayed as helpless beautiful slaves of the corporate media production, waiting for the voice of one man, to make their next move. In the game show, women are subordinated by the dominating man, and they are depicted as helpless objects that don’t know how to function, unless they are given orders by the voice of men.

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