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Radio Stations Of New Zealand

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There are more radio stations in New Zealand per head of population than any other country in the world. This means individual stations need to jostle for their unique positioning in the market. One way to evaluate the similarities and differences between radio stations is to conduct a Content analysis. Radio stations define their market positionings through differences in structure, talk focus, announcing style, music, advertisements, self-promotion, competitions, types of callers and news information. We can see this by contrasting Mediaworks hip hop stationMai FM’ to New Zealand Media and Entertainment’s (NZME) boomers station ‘Coast. '

First developed by Harold Lasswell in 1927, Content analysis was initially a way of studying propaganda in the mass media (Macnamara, 2011). The methodology has evolved over the years, but the most basic way to describe content analysis is that it summarises any form of content by counting various aspects of the content (Franzosi, 2008). According to Berelson (as cited in Macnamara, 2011) some purposes of content analysis include to discover certain trends in communication texts, to compare media and how they communicate and to predict the effects of content on audiences. The reason I am using content analysis as oppose to more systematic and objective approaches is that it allows me to develop precise explanations concerning trends in media content whereas impressionistic approaches are better for describing the content, as there is no

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