Radio: Mode of Address

Radio is presented to the listener in a variety of different ways, depending on the type of radio station it is.

In class we listened to Heart FM, which is a local, commercial radio station which has a large block of adverts, all presented one after another. We came to the conclusion that Heart has to depend on an informal mode of address, because if the mode of address was directed straight at the audience (formal), they would get sick of the constant adverts.

Formal Mode of Address - When the radio is directly talking to the audience and involving them in the broadcast. Maybe asking them to get in touch and send in their thoughts.*

Informal Mode of Address - When the radio broadcast is not directly talking to the audience. This allows the audience to casually listen and not become directly involved.*

*Most radio stations will use both of these modes of address, depending on what the show is. However, most also use one much more than the other. As I pointed out before, radio stations with advertising will use indirect modes so that te advertising doesn't seem to last half as long.

Radio stations also use formal and informal modes of address. If colloqualism is used in the show (the use of accents, etc) then the mode of address is informal.