Media Ethnography: Public Radio Listeners

For my Media Ethnography, I studied a group I consider myself a part of: public radio listeners/members. I’ve been a listener since college, and since then, hardly a day goes by where I don’t listen for at least a short time. Mostly I listen to the NPR news station (91.1 FM), but occasionally I listen to The Current or Classical. I’ve found I’m in good company, because most of my friends, co-workers, and acquaintances listen frequently to public radio and consider it an important part of their lives and, to some extent, of Minnesota culture. Based on the testimonials I’ve heard during the pledge drives, many listeners feel strongly about public radio. Some even go so far as to say they can’t imagine life without public radio, and there are often testimonials from people who have moved out of state and still listen to MPR online. For this assignment, I wanted to take a closer look at some of the people who invite public radio into their lives.

These were the questions I asked:
1. How long have you been listening to public radio? How did you get started?
2. Do you listen mainly alone or with others? Do you feel a sense of community among public radio listeners? Explain.
3. Do you in any way “advertise” your public radio appreciation (bumper stickers, t-shirts, etc.)?
4. Are you a member of your local station? Why or why not?
5. How often do you listen to public radio? Where do you listen most? Are there any particular people/programs you listen to regularly?
6. Do you also use the NPR/MPR websites? If so, for what purpose(s)?
7. What do you think your public radio listening reflects about your identity?

Public Radio and Community-Building
Although my interviewees usually listen to public radio alone (esp. in the car), they also expressed the idea that MPR builds relationships because of discussions of the stories with others. It’s common to start conversations with, “I heard on NPR…”and then to dialogue about it with someone who heard the same story.

I think there’s a reason why contributors to public radio are called “members” instead of “donors.” The station attempts to build a loyal following that considers itself a sort of team, not just donors to a cause. There is also a reason why many of the member thank-you gifts are products with the MPR logo—they create “advertising” and a way for people to mark themselves not only as public radio listeners but financial supporters. Some of my interviewees show their loyalty by using car stickers, mugs, shirts, etc. with the MPR logo.

One interviewee pinpointed “A Prairie Home Companion” as a show that she believes builds community. She says, “It takes a certain kind of character to not just enjoy but really understand” that show. It creates a community of insiders: people who live in Minnesota, especially in the outlying areas, will appreciate the humor and understand the references made. APHC sets this community apart from other areas of the country.

Public radio has a Facebook and web presence that helps to build community. Most of my interviewees don’t use the websites often, but I’ve noticed that the MPR NewsQ website has a daily question where people can write in their responses and some are shared on air. The station also frequently employs call-ins, a low-tech but effective way for listeners to dialogue on important issues. MPR also has a group of approximately 94,000 listeners, the Public Insight Network, who sign up to share their experiences related to certain topics (for instance, “What’s going on with housing in your area?”). I think these outreach measures are important in building community. It shows that public radio, true to its name, values the beliefs and experiences of everyday people and wants to democratize its news process. Public radio is unique because it invites people to actively contribute to a dialogue. While my interviewees typically just listen, they often initiate a dialogue simply by discussing stories and topics with others.

Public Radio as Ritual
For my interviewees, public radio listening is an important part of their daily routine. For me, public radio is the first thing I hear in the morning (besides the alarm)—I always have it on the bathroom radio as I get ready. All the people I interviewed stated that they frequently listen while driving to and from work. One of my interviewees even has a nightly ritual of listening to the BBC on NPR with her husband before going to sleep.

For my interviewees and myself, some of our listening is purposeful (really paying attention), and other listening is passive, mainly for background noise. But some of my interviewees have certain programs that they regularly tune to, on schedule, as if they were TV shows. At least two of my interviewees subscribe to the podcasts of their favorite shows so that they can listen whenever they choose.

Public Radio and Social Marking
Doing research online, I learned that the typical National Public Radio listener is highly educated (65% have a bachelor’s degree), white (86%), and middle- or upper-middle class (median household income is $86,000). Many listeners are white-collar workers. These findings were not surprising to me because they match up with what I’ve observed throughout the years, but it would be interesting to find out why these results are the way they are. Most of the people I frequently associate with are college-educated, and most of them listen to at least some public radio. I’ve sometimes wondered if there is a “keeping up with the joneses” effect going on—I’ll admit that part of the reason why I have listened all these years is so that I know the same things others know and can understand what they’re talking about. I don’t want to be out of the loop.

http://www.wqub.org/media/NPR%20Profile%20stats%202009/NPR%20demographics.pdf


Public Radio and Identity
I asked my interviewees what they believe public radio listening reflects about their identities. One said it shows she is “nerdy but not boring” and is interested in a variety of topics. Another said that it shows she is intelligent and wants to stay informed about news and events. Another added that her listening to public radio shows that she leans to the left on political issues. The demographics I found in my research did not report on listeners’ political affiliation, but it’d be interesting to see if most listeners fall into that category.

When thinking about what public radio reflects about my own identity, I think it shows that I am rational, thoughtful, and curious. By listening, I’ve learned about topics I’d never heard of before, and that’s what I like about it; I’m constantly amazed at the variety of stories. I also listen for entertainment, and my choices reflect my interests and personality. My favorite is The Splendid Table cooking show. (If I met Lynn Rosetto Kasper, I would squeal like a preteen at a Justin Bieber concert). But even The Splendid Table goes beyond the typical cooking show and delves deep into issues with food: where it came from, who’s making it, how it affects our lives. It’s a lot more than just cooking technique.

For news and information, I prefer public radio because I think it is more thorough and balanced than other sources. For instance, instead of playing a short, controversial soundbite from a politician or celebrity, public radio often features long interviews that ask insightful questions and put comments into context. This applies not only to politicians but also musicians, writers, and other people who are just generally interesting to hear from. My choice of public radio for news reveals my values of open discussion and logical thought. Based on what I learned in my interviews, many listeners value public radio as a way to keep us intelligent, informed, and thinking deeply about important issues.