RTV Theory and Practice - Special Issue

the mere "numerical diversity" of a straight commercial system which uses superficial variety (rather than genuine diversity) of content put out by its great number of outlets as a way of ensuring the best possible match between the "demographics" of the audience and ađvertising đesigned with a particular segment of society in mind . The exact piace of a given system on the uniformistic-pluralistic continuum will also depend on the behavior of the audience . RADIO AND THE INDIVIDUAL Radio began by "capturing time and space in the home" (Moores , 1988) and by becoming interwined with the daily rhythm of activities in the home. With time, as has been mentioned, it became a versatile medium , capable of tailoring its programming to the interests , needs and expectations of particular groups in a highly sophisticated manner (cf. Altheide, Snow, 1986; Eastman et al . , 1985)). IDENTITV REFLECTION AND CREATION Some of the radio's success in đeveloping a strategy survival must be ascribed to its ability to respond to its listeners-’ psychological neeđs . In listing psychological motives related to communication gratifications, William J. HcGuire ( 1974) mentions a number of theories (autonomy , expressive, ego-đefensive , reinforcement, identification theories ) which deal with various aspects of this issue , namely of inđividuals seeking from the media the gratifications deriving from the expression , reflection and reinforcement of their egos and identities, or indeed - as in the case of identity adopters from finding satisfying roles to add to their self-concepts . As Gary Gumpert (1976; 67) puts it: Hini-comm provides a partial answer to an indiviđual's quest for identity and the individual has the added advantage of changing that identity with the mini-comm he chooses. In terms of the group dimension of the same issue , Јау G. Blumler (1985) points to the importance of the "social identity” motivation for media use , as well as to the fact that social group membership and affiliations , formal and subjective , feed audience concerns to maintain and strengthen their social identities through what they see , hear , anđ read in the media . Reinforcement of group affiliation, values and ldentity is an important - though so far neglected - đimension of

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