In-Groups and Out-Groups: Using Social Identity Theory to Understand Listener Preferences for Local Sports Talk Radio

Abstract

Abstract: Since its inception in the late 1980s, sports radio has grown exponentially. However, little academic work has focused on sports radio and the psychographics of its participants, as it is a unique medium that features considerable audience involvement. Given the platform's provincial nature, social identity theory can explain the promotion of hosts with local ties, as individuals with strong in-group identification tend to align with those of similar characteristics. Multiple regression and analysis of covariance tests found that a host with a similar audience accent was perceived as more credible and congruent with the market and garnered greater listening intentions. Perceived congruence between a host and market was significantly related to source credibility, which predicted listening intentions. This study is one of the first to empirically measure the influence of social identity theory tenets on media identification within sport radio. Results hold practical implications for program directors via hiring strategies.