Radio around the fire

19 Nov 2014

Despite predictions regarding the demise of radio, the medium continues to hold its own. It cannot be because of a lack of choice, as the proliferation of options abound. It cannot be due to a lack of technology, as mobile access continues to grow. It cannot be due to antiquated thinking, as change and progress is unavoidable. So, what is it that makes this medium so successful? May I suggest a theory and it goes along the lines:

From anthropology we learn that communities spent time around the fire. These interactions built the community as stories were shared and experiences gleaned. Young men waxed sage in the conversation of the wise. Old women reminisced as the children's' laughter resounded. Music and dance gave a sense of identity and belonging. The life of the community was shared around the fire.

Photo by Jason Ross 123RF

Fast forward a few thousand years and replace the fire with the radio. There are some striking similarities:

1. A sense of community - each radio station has its own appeal, a flavour that is unique, and an aroma redolent of the person who listens. The radio community does not have to spend every moment there. They come in for the bits they enjoy, a snippet of news, a song that helps them get through the moment, the presenter's quirky sense of humour or an opinion to provoke thought.

The joy of these radio communities, are that they are not static, audiences shift to other stations and media and glean nuggets in those spaces thus creating an eclectic cross-pollination of ideas and learning.

2. A sense of identity - the identity of the station morphs with time. This evolution maps the lives of the audience and their times. It is a paradoxical see-through mirror in which the station sees itself in the audience. And the audience sees their values espoused in the station - thus a deep sense of identity is crafted.

3. A sense of belonging - I love listening to people offer their views and comments when a station changes its line-up or logo. It's as though you have gone into their communal fire space and rearranged the sacred! And why not? The nuance of each station offers their audience a sense of belonging. This belonging may be expressed through the personalities and/or music. The emotional connection is immense!

4. A sense of commitment - around the fire, lives were pledged to each other in war or love. Ask a radio audience to commit for a cause: the rhinos, police widows and orphans, blankets - and watch them come in droves to show their commitment. Radio plays a phenomenal role in arranging a cause that is huge and mustering a commitment that is enormous.

Warmth, love and radio - let's keep the fire burning!

About Mervyn Naidu

Mervyn Naidu is in the media industry. He is a SETA accredited trainer and conducts training on sales and presentation skills within the industry and at the WITS Radio Academy.