Fornatale & Mills and Hilmes Terms - Essay Example

INTRODUCTION TO COMMUNICATION STUDIES Fornatale & Mills and Hilmes detail separate if related transformations in radio. Compare the two discussions on their own terms or by including another course reading. Background Radio has long been noted as the first ever invention in technology that opened the door gates to modern systems of communication that riches far and wide. This revolution created a sense of hope among the many enthusiasts of modern communication that possible inventions and advancements in the said field of modern human connection could still be pursued, and this was indeed true.1 Through the years, the transformation of radio towards a more sophisticated system of airing news and music towards the different parts of the world as established signal reaches creates a new conventional sense of being a part of the modern system of linkage that is served well through the existence of radio frequencies and broadcasting systems. This has been the main reason as to why Fornatale, Mills and Hilmes tried to create a descriptive written creation that could guide individuals towards actually being able to understand how the separate transformation of radio has actually contributed to the developing sense of communication in the field of modern technology. Fornatale and Mills naturally points out that radio have created a new sense of industry in the field of music and news.2 Way before, only news anchors were paid for their professional service; this goes for the AM stations that air news broadcasts. 3However, on the part of the FM radio stations, the dj’s only received “favor” costs from the network owners. Later on though, this has gradually changed. Dj’s began requiring compensation and the whole radio industry was in full blast. From a simple source of entertainment and news, radio industry has become a well grown commercial branch that generates profit from airing music and news for the public audience. For this reason, the composers and the song writers and the producers of aired music at that time received double billing for the air broadcasting of their creations. Fortanale and Mills further insisted that because of this incident in the broadcasting industry, the music producers and music co-creators tried to branch away from the broadcasting industry since they think that this particular commerce is costing them more than it is doing them the benefits of promoting their craft to the public. As a result to this the networks in radio broadcasting tried to fix the issue through giving particular promotional offers to assure that the producers of music gets the viable value that they are worth as a partner of the broadcasting industry. 4Through allowing them the best chance to access public appreciation for their music through direct promotional approaches to the business the broadcasting industry was able to insist that using their services of promotion and marketing would give better chances for musicians and composers to make the society realize about their art and be appreciated with what they do while gaining the profit that they deserve for the work that they do. 5 The agreements were done, contracts were signed and again, the broadcasting industry fled with much growth expected up ahead its future. But as noted, the revolution of the communication systems that humans perceive to have a great impact on their lives never ceases to evolve. Later on, as the intention to listen and be served with the right music people want to hear comes into a larger public concern, the human society is now more interested in having the music they want to hear right at the click of their fingertip giving way to the chances of producing online based stations that are now flooding in the Internet.6 Likely, the advancement of communication technology aided by the Internet has opened doors for the public to have an immediate source of music choices that they ought to have. These choices are practically served through several websites where users are given better chances of choosing what they want to hear, when they want to hear it. This is what Hilmes pointed out as the main evolutionary mission of radio existence; “making people feel the satisfaction of being in control”. With online websites offering online radio stations with online music choices, people are now better able to communicate through music with the once that they love abroad. Sending music as a sentimental presentation of their affection has also become a “thing” of the present society. According to Hilmes, putting radio through the internet made every individual user feel that he or she is a part of a wider community that understands and perceives life the same way that he or she does. This is not good news for everyone though. The radio industry of music broadcasting has dropped several notches in terms of user and listener popularity. Since the Internet is more convenient enough to listen music from, many users try to better opt to use the chance of using Internet connections instead of waiting for radio frequencies to play them their favorite music.7 For this reason, the number of local broadcasting companies having a tie up with internet based radio stations is now increasing for the sake of better aiding the commerce of radio broadcasting towards future growth. Yes, the radio industry has created a new sensation of commercial source of income for the many entrepreneurs aiming to use music as their main product offered to the public. Sadly though, although the industry poses to have a great chance to further developing in the future, the need of people to listen to music for free as they remain in control of the system is more alluring to more users giving them better chances of using the internet rather than sticking to the traditional ventures of broadcasting which in turn makes a huge difference in the demands of the people and the demands of the broadcasting industries. This creates a serious problem for major producers of music who solely depends on the talent of their music creators and their singers.8 For this matter, it is then seen how the evolution of radio broadcasting has created both the positive and negative effects of competition in the sectors of commercial broadcasting industry. References: Fornatale, Peter, and Joshua E. Mills. Radio in the Television Age. Woodstock, NY: Overlook Press, 1980. Hilmes, Michele. Radio Voices: American Broadcasting 1922-1952. Minneapolis: University of Minnesota Press, 1997. Read More