Abstract
Cultural and sociolinguistic studies on the pragmatics of radio have so far neglected the impact of radio advertising. Radio commercials are perceived as a marginal and unimportant outlet of consumerist values and I submit that the misrecognition of their ontological status is the gist of their hidden impact. The purpose of this study is thus to uncover some aspects in which radiocracy (a term coined by John Hartley) interrelates with culture through linguistic resources of a speech community. The discussion is theoretically anchored in Bourdieu’s work on symbolic capital, methodologically based in content analysis paradigm and empirically informed by an analysis of the linguistic market of Polish commercial radio as it was structured in the Christmas 2006 period.
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