Such exposures through the use of radio have assisted in building desired behavior in society. When unethical behavior is exposed people or even businesses tend to reform their behavior (Rodopi, 1998). The corporate culture of radio communication companies has undergone tremendous changes over the years. Corporate culture can be defined as an integrated pattern of behavior and thinking in the daily operations and members of a company or organization. It involves traditions, ideologies, language, meanings and attitudes (Mai, 2004).
In the previous years, radio stations in China had adopted a bureaucratic culture, where radio communication was only a subject to be undertaken by the radio station employees. This led to a decline in the popularity of the radio essentially in the 1960s and 1950s. However as time went by, radio stations in China changed their corporate culture. Rodopi (1998) highlights that; radio stations now incorporate the views of people in society. People can now call in and give their views on various topics.
Furthermore, the voices of the presenters in Chinese radios have now become softer and friendlier where the listeners are in most cases addressed as equal. In addition, radio programs tackle every topic in society from family matters, to business issues and political issues affecting the country. The corporate culture of radio stations in China is characterized by emphasis on values that promote human relations also referred to as ‘’ guanxi’’ in Chinese language. Guanxi is basically defined as the relations, human interactions and personal connections that are deeply grounded on cultural beliefs such as honesty, loyalty, faithfulness, harmony and sincerity.
Huang, (2000) conducted an interview with employees of Tongsu one of the Internet based radio stations in China, the employees of the company disclosed that the guanxi culture greatly influenced relationships within the workplace. This is because it determined how employees related to each other. For instance employees have to treat each other with respect at all times. The guanxi principles also influenced how employers related to their employees. It is usually recommended that employees treat their employees with fairness at all times.
On the other hand employees have to respect employers and always practice honesty and loyalty (Huang, 2000). Education is another key cultural element of radio communication in China. Broadcasters of talk shows in most cases put emphasis on the educational value of the shows they present to the listeners as an evidence of legitimacy. For instance, the hosts ‘’ Life Hot Line’’ a talk show hosted by the Beijing News Radio, argue that their objective is to provide scientific and accurate advice to their listeners.
Radio stations in China also put emphasis on the educational purpose when selecting the guests to be invited on studio. A case in point is the Nanjing Economic Radio that airs a program called ‘’ Tonight’s Guest of Honor’’ which often makes invitations to heroic personalities who have made great sacrifices for the society. Among the guests invited include women scientists who first reached the South Pole. Other guests include police men who have made great sacrifices in order to maintain security.
The topics of discussion with these particular guests are mainly geared towards educating the members of public (Rodopi, 1998). Giblett, (2008) asserts that the invention of the radio also played a significant role in the creation and maintenance of national identity. Radio broadcasting brought the nation together as a single vast audience. Though the audience listening to the radio is usually not unitary or homogenous, however the radio was able to bring about national identity even without common tribe.
In China the rise of the communism government lead to the creation of several national radio stations. The national radio stations lead to the increased national identity among the Chinese people.
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