Future directions for research on radio audiences

Abstract

This paper begins with a brief discussion of existing research on the radio audience in order to chart the background and context for this discussion. We then move on to discuss the fi ndings of two small qualitative audience studies, offering some insights into the way listening is woven into people’s daily routines and its meaning for their imaginative lives and sense of self. The advantages of, and the case for more qualitative research on radio audiences are outlined. There is a lot of work still to be done in this area and many questions left unanswered. We still know too little about how radio audiences understand the medium i.e. what audiences do with radio. Studies of the experience of listening to the BBC radio drama and an Irish talk show provide an insight into this largely unexplored area of radio research. Listeners to both genres were found to belong to the active audience. Similarities and differences in modes of listening and levels of engagement will be outlined. Following