Characteristics of Metaprogram Actualization in Modern Radio Broadcasting

Section: Television and Radio

The problem of attracting and maintaining the viewer’s interest in the media text in the context of increased information exchange appears to be relevant. This is especially true for the radio, where information is presented sequentially, in a constant flow. The goal of this research is to analyze the potential of key metaprograms in terms of invoking listeners’ interest in a particular media text. A “metaprogram” is a base filter of perception that determines and shapes the audience’s area of interest. Using the methods of contextual analysis and content analysis on the most popular and well-known Russian radio stations, we identify the most common and often used metaprograms of contemporary radio broadcasting and describe their specific traits at their current state. Solving these tasks allows us to come to a conclusion that five distinctive metaprograms exist in broadcasts of ten top Russian stations under consideration: “People”, “Values”, “Process”, “Similarity” and “Past”. These metaprograms have gained easily recognized traits in modern media. For example, the “people” metaprogram in its current form is characterized by the intensifying of the unique-to-individual approach, intimate interaction, interactivity, the listener’s involvement, the shifting of the hosts’ attention from the guests of the show to the audience and attempts to invoke the feeling of unity in listeners. The “values” metaprogram exhibits characteristics of pragmatism in the text and strict formats of broadcasting. We notice a tendency for all of the above-mentioned metaprograms or at least most of them to be used in one broadcast as well as an increase in interconnectivity and interdependency of metaprograms as a tool that aids in making radio broadcasting more effective.

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