Do radio news and talk shows sway political opinions? No. I’m sorry, they don’t. Not much, anyway. The research numbers aren’t encouraging for those of us who work most of every day following every news alert and chasing down perspectives to keep ourselves informed so we can create compelling information and opinion-based narratives for our next show.
We’ve all known for a long time that radio news and information take a back seat to TV and now social media. The statistics are deflating.
From Pew Research:
“A large majority of U.S. adults (86%) say they get news from a smartphone, computer or tablet, including 56% who say they do so often. When asked which of these platforms they prefer to get news on, nearly six in ten Americans say they prefer a digital device (58%), more than [twice the number who say] they prefer TV (27%). Even fewer Americans prefer radio (6%) or print (5%).”
Six percent?
As they say in car commercials, your mileage may vary but whatever percentages you assign to the options, the fact remains radio news and information shows have far less attraction and effectiveness than they used to.
I’ll have to invoke my favorite cliché here: It is what it is.
But those numbers are simply an answer to the question of preferred sources. What about radio’s influence on politics specifically? Do radio news and talk shows change minds or affect voting?
I asked journalist and former media executive Jerry Del Colliano, currently a professor at New York University Steinhardt School, and publisher and editor of Inside Music Media. Here’s what he told me:
“Talk radio influences voting and opinion to the extent it speaks to the base. Does it change opinions? Unlikely. It’s hard to change older available audiences that listen to talk radio and political podcasts from thinking Biden was too old, Harris too radical, or Trump a threat to democracy. On the other hand, I’ll quote my mother from whom I got my love of politics: ‘You can’t change anyone’s politics’.”
Research from a variety of sources strongly agree with Jerry and his mom. In essence, radio reinforces existing views and opinions rather than create them. Opinions can evolve through social and cultural influences. Personal experience probably does more to change our views than anything else. Many of us have watched our perspectives shift over time as we age but it’s extremely rare to find anyone who can say a particular broadcaster or source made them change a belief.
If you’re thinking, ‘hang on a minute’, radio isn’t the same as those other sources, you’re right. There’s more to do what we do than meet the numbers.
We motivate and activate personal thinking. Nothing is more important in today’s media and cultural environment. Listeners like us and want to believe us. We’ve established a personal rapport that digital sources and TV can’t touch. We’re largely unscripted and talk like real people, nuanced by varied pacing and vocal inflection. We can preach hellfire one moment and then relax, chuckle, and add a side comment.
Then, a question; a suggested answer.
“But what do you think?”
Some people don’t like it when I say talk hosts and news people are performers but what would you call it? We’re aiming for the rapt attention and emotional response of our audience. It allows listeners to feel connected. Whether they agree or disagree with a specific point is irrelevant. What matters is we’re helping people get involved, to think for themselves without force-feeding them fake news and half-baked opinions.
News and talk radio have a unique opportunity to guide personal navigation of the maddening confusion people feel today. Tell the story, tell me your perspective, and give me something to think about.
Be bold with your performance and passionate with your opinions but also leave the door open just a crack so that listeners can consider what they’re hearing. You might even suggest that they do a little research on their own.
Imply you may be wrong. It happens.
Your biggest fans will love you more for it.
Preparing hourly newscasts, a daily news block, or a talk show requires our deep conviction that what we do matters. In the final weeks leading up to the general election of 2024, news writers, reporters, talk hosts, and producers must make every show informative and compelling by delivering nuggets of information, perspective, and opinions your listeners won’t hear elsewhere.
Be convincing. Be grateful for the opportunity to pop that mic switch and grab the spotlight. You’re making a difference.
