COM121 Final Research Paper - YO DJ 1 INTRODUCTION Radio...

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YO DJ! 1 INTRODUCTION Radio has evolved greatly since its birth in the late 1800’s. Although it was growing and evolving since birth, the greatest period of change occurred after World War II to present day. From privatized AM broadcasting, to commercial FM radio to the current crop of internet & satellite radio stations, technological advancements have changed the way we use radio in our daily lives. The commercialization of radio significantly changed the entire radio/broadcast medium. In the early days of radio, companies did not believe that broadcasting entertainment and news programs could generate revenue and become profitable. Radio’s power to reach the masses over far distances has been it’s greatest strength. Radio opened the door for global-realtime communication of ideas and messages. Commercial radio further built upon that foundation by using this medium to push products and services to the public. But once stations began broadcasting Rock and Roll in the 1950’s, a younger crowd with lots of spending power began hearing their messages. Charismatic radio citizens rose to prominence and were able to spread their own tastes to influence the masses and thus shaped the landscape of popular culture. THE INDUSTRY Not until the 1920’s when department stores began selling radio receivers and patronizing broadcasters in return for airing advertisements. The sale of affordable & user friendly receivers made listening to the radio a national craze and a viable entertainment source. Radio’s development came about at a time that was pivotal to it’s long term success. The economic stability of the 1920’s gave fledgling broadcasting operations the financial support that was needed to grow and prosper. Advertising became the sole
financial breadwinner for radio stations once companies realized the far and wide reach that radio could take their message. Radio had proven to be a stable medium through the Depression years. People relied on radio for news, and entertainment programs such as “The Lone Ranger” to take them away from their harsh reality of economic crisis. After WWII a technological innovation in Frequency Modulation, also known as FM, produced a clearer, static free signal. Although FM radio was clearer and could transmit music better, it struggled to with AM radio. By this time television had also begun to enter the marketplace, which began to sway advertisers and viewers/listeners attention. In 1945 the Federal Communication Commission or FCC restricted FM toward the higher end of the dial since FM and Television had previously occupied some of the same frequencies on the electromagnetic spectrum. The most enduring cultural legacy of radio is the music it presented. Prior to radio, the piano sheets and word-of-mouth were the channels through which popular songs made its course. This acted as a blockage towards spread of music on national and international platforms. Even though recording technology had been conceived decades

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