SOUNDING CONTEMPORARILY AND UP-TO-DATE – SOCIALLY RESPONSIBLE RADIO BROADCASTING MESSAGES

DIMITAR FILIPOV

 

Abstract

The article aims at demonstrating the actual situation of a quite large group of the coming young generation, the teenagers, reminding briefly of a part of our social-economic reality. The thirst with which models of behaviour are sucked in and reincarnated, models that have established a seeming impression of intangibility and impunity, fomenting the myth that they possess everything necessary – measured solely and only by material achievements – disparaging the moral, spiritual values and codes. And perhapsр what is most maleficent in the case is that we are gradually getting used to that situation, and even regard it as something normal.
The major idea is to specify that the institutions – and media, most of all – should really stick to socially responsible behaviour in their broadcasts and shows. This function should be intrinsic to them but recently it has quite frequently been displaced by some commercial behaviour, stimulating the inadequate, the anti-social, hidden beneath the unwritten rule – the more cynical, the more arrogant,
the more “free” the media behaviour is – the higher the rating and the more profitable the activity will be, and unfortunately this “recipe” works. The other important issues are the particular examples of the possibility to implement nowadays socially responsible messages still sounding modern and up-to-date. This way we could avert thinking of the young Bulgarian reader, listener or spectator as one having the completely unfair image of a narrow-minded, stupid and demoralized person.

 

Key words

Social-economic reality, models of behaviour, social responsibility, socially committed institution, socially responsible message, media, media area, media policy, radio broadcasting, radio message, contemporary sound, target audience.

 

References

Попова, С., “Радио, публики, стилове”, ИК ЛИК, 2004, 140 с.;
Поместената информация в статията се базира на изследване, наблюдения, анализи и интервюта, дело на автора, част от дисертационен труд на тема “Социалната отговорност на ПР посланията в радиопредавания за младежта”.

 

Full Text: PDF (Bulgarian)