{"id":2459,"date":"2020-10-29T12:05:42","date_gmt":"2020-10-29T01:05:42","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=2459"},"modified":"2020-10-29T14:19:50","modified_gmt":"2020-10-29T03:19:50","slug":"hearing-vs-listening","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/hearing-vs-listening\/","title":{"rendered":"Hearing vs. Listening"},"content":{"rendered":"<p><em>By David Kidd, BPR<\/em><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1431\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=113%2C114\" alt=\"\" width=\"113\" height=\"114\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?w=298 298w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2019\/03\/DK.jpg?resize=150%2C150 150w\" sizes=\"auto, (max-width: 113px) 100vw, 113px\" \/><\/p>\n<p>Digital platforms use a vast number of metrics to measure performance and over the years the analysis has matured and moved on from merely \u201cpage views\u201d to <strong>\u201cengagement\u201d<\/strong> \u2026.reposting, likes, shares, comments etc.<\/p>\n<p>And from radio\u2019s perspective, engagement is equally important as there is a vast difference between \u201chearing\u201d and \u201clistening\u201d.<\/p>\n<p>Hearing\u00a0is simply the act of perceiving sound by the ear. If you are not\u00a0hearing-impaired,\u00a0hearing\u00a0simply happens through exposure to audio.<\/p>\n<p>Listening is something you consciously choose to do.\u00a0Listening\u00a0requires concentration so that your brain processes meaning from words and sentences. Listening requires <strong>engagement.<\/strong><\/p>\n<p>Dr Seth Horowitz, auditory neuroscientist at Brown University, Rhode Island, USA says<\/p>\n<p><em>\u201cThe difference between the sense of hearing and the skill of listening is attention. When you actually pay attention to something you\u2019re listening to, whether it is your favourite song\u2026.a separate \u201ctop-down\u201d pathway comes into play. Here, the signals are conveyed through a dorsal pathway in your cortex, part of the brain that does more computation, which lets you actively focus on what you\u2019re hearing and tune out sights and sounds that aren\u2019t as immediately important.\u201d<\/em><\/p>\n<p>Hearing is passive and merely requires exposure to audio without any engagement. Listening relies on actual <strong>engagement <\/strong>with the audio.<\/p>\n<p>A station\u2019s audience must be \u201clisteners\u201d \u2026.they must be <em>engaged <\/em>with the content. As I said in a previous article, you want the listeners to love the content so much that they tell their friends about what they heard.<\/p>\n<p>If your station is merely producing audio with no engagement then it\u2019s hardly a compelling reason for a client to advertise on your station.<\/p>\n<p>And in countries that use recall methodology for Radio Audience Measurement (diaries, CATI etc), <strong>engagement<\/strong> is <strong>essential<\/strong> if you want your station to be remembered when it comes time to filling out the diary.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By David Kidd, BPR Digital platforms use a vast number of metrics to measure performance [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":2456,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2020\/10\/pexels-burst-374912-scaled.jpg?fit=2560%2C1707","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2459","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=2459"}],"version-history":[{"count":2,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2459\/revisions"}],"predecessor-version":[{"id":2476,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/2459\/revisions\/2476"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/2456"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=2459"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=2459"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=2459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}