No Longer One-to-Many: How Web 2.0 Interactivity is Changing Public Service Radio’s Relationship with its Audience

Abstract

The relationship between public radio and its audience has undergone significant change since the adoption of Web 2.0 technology. Web 2.0 allows an audience to interact easily and speedily with a public service broadcaster, forming an inclusive, two-way listening environment. This contrasts with the traditional one-way model of public broadcasting. This research project used New Zealand public radio broadcaster RNZ National as a case study. The phenomenon was studied from the perspective of those who listen to content, and those who create it. Findings include the ready adoption of Web 2.0 technology by the audience and the validation of that participation by RNZ National hosts and producers.