By Andy Beaubien, BPR
In one of our recent BPR perceptual studies, we tested listener understanding of the term “objective news”. As it turned out, respondents defined objective news in a variety of different ways some of which were consistent with news industry expectations and others which were not consistent with normal definitions of the term.
When it comes to news, listeners tend to define “objective” in a variety of different ways. In the study, we were surprised to learn that almost 90% of listeners consider commentary and personal opinion as objective, especially if it reinforces their own views and beliefs. Almost 2/3 of respondents said that humour and satire also qualify as objective news. Of course, “just the facts” ranked highest but the fact that a large percentage of listeners defined objective news in startlingly different ways suggests that the term really has little value in our modern day media environment.
These results raise the question as to the way we define and promote our news and information programs.
So how do we promote our news and information programs? Here are some possibilities.
News and information have always been a part of broadcast radio. To abandon news and information is the first step toward becoming irrelevant.
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