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December 04, 2004

The Medium Heats The Message

One talk radio host is embarrassed by the medium


The fact is we’re only trying to get our point across to an invisible—and distractible—audience that can turn the dial at any time. What nobody but talk radio hosts understand is how the medium itself pulls you toward making strong, emphatic, even extreme statements. As a host you constantly feel that if you just speak without being strongly opinionated, then you’re more likely to induce a coma than a call-in. You know that sounding like NPR is the kiss of death, and you sometimes overcompensate by putting more chili pepper on your expression than you might otherwise do.

Posted by rickheller at December 4, 2004 11:40 PM
Comments

Rick, I have exposed myself to commercial talk radio. But, I don't stay with any show very long because I agree that the medium requires them to be so extreme. I don't see it changing any time soon. There are established names in radio today that have been around at least 20 years. As long as they remain profitable, they'll continue to tailor extreme messages to their listeners.

When I'm on the road, I catch local and regional talkies that give advice or talk about current events in an objective way. I'm not sure that the format would play well on a national level.

Posted by: Jamie at December 5, 2004 02:37 PM

This argument could be made about bloggers who might feel they have to be extreme to maintain attention. Can one be an extreme centrist?

Posted by: Louise at December 7, 2004 01:08 PM
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