Radio Mentions: An Analysis of Radio Personalities and Ethical Behaviour (Spain)

Authors

  • Salvador Perelló-Oliver Universidad Rey Juan Carlos
  • Clara Muela-Molina Universidad Rey Juan Carlos

Keywords:

advertising, codes of conduct, endorsers, media policy, radio

Abstract

Radio mentions (RM) are advertising messages read live by the presenters and coworkers of radio programs. However, this type of commercial is expressly forbidden by the code of ethics for journalists due to the conflict of interest and loss of transparency it can entail. This article analyzes the presence of RM by time slot and product category. It also studies the characteristics of RM, the involvement of presenters with the advertised product or brand, and the existence of separation lines between editorial and advertising contents. The research is based on the analysis of a sample from the 12 stations (full-service stations and music stations) with the highest audience shares in Spain. The results show a higher presence and involvement of program directors than of their coworkers and a general absence of sonic triggers to forewarn listeners of advertising.

Author Biographies

Salvador Perelló-Oliver, Universidad Rey Juan Carlos

Salvador Perelló Oliver (Ph.D. Universidad de Valencia), Professor of Methodology, Social Research Techniques and Contemporary Social Structure, Faculty of Communication Sciences, Universidad Rey Juan Carlos, Spain, salvador.perello@urjc.es

Clara Muela-Molina, Universidad Rey Juan Carlos

Clara Muela Molina (Ph.D. Universidad Complutense de Madrid), Professor of Creative Strategies in Advertising, Faculty of Communication Sciences, Universidad Rey Juan Carlos, Spain, clara.muela@urjc.es

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Published

2017-09-14

Issue

Vol. 11 (2017)

Section

Articles

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