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Date of Award
1998
Document Type
Thesis - Pacific Access Restricted
Degree Name
Master of Arts (M.A.)
Department
Communication
First Advisor
R. Alan Ray
First Committee Member
Jon F. Schamber
Second Committee Member
Qingwen Dong
Abstract
The thesis is a case study of KUOP, FM, Stockton- Modesto, an affiliate of National Public Radio (NPR) and Public Radio International (PRI). The study employed rhetorical criticism, a member survey, and participant observation. First, a critical review of the audience research literature and the electronic discussions of public radio professionals revealed the discursive struggles concerning mission, service, community, and audience. Second, a survey of KUOP's members was used to compare KUOP with the national "norm," as developed within public radio audience research. Third, these findings were discussed from the perspective gained through participant-observation as a part-time worker at KUOP for more than two years. The study used both national and local research to develop specific strategies for programming, marketing, and positioning KUOP, utilizing a polysemic approach to media performance. Member preferences and positioning themes were derived from the KUOP
Pages
153
Recommended Citation
Hurley, Mary E.. (1998). Premium blend : a polysemic approach to contemporary problems in public radio. University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/511
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