Despite this, the study of Children's Satellite Network (1993) and a Drotner, Kirsten (2001) say that 91.2% of U.S. children between 2 and 11 years listen to the radio at least 7 hours week and this is heeding until 17 years old. The radio is heard between 3 and 7 in the evening or morning, and also on weekends. They are the centre of a market where they spend 4.2 billion dollars a year to satisfy their own desires with money that is not all theirs. At this point, our study line is divided in two: first, the psychological evaluation of the external market, i.e. the willingness of children to listen to the radio and to encourage such programs; and second, the psychology of marketing and advertising which are attached to this type of programs and allow them to continue on the air. The external market is booming now, looking for a simple format that appeals to adults, but mainly dedicated to children. And that may be one of the problems, since according to the Arbitron study conducted in 1993, most of the programs that children hear, they do so influenced by their parents and not because they really like them. For example, Radio Disney recognizes that its content has been created for mothers and children alike.
Listen to the radio can be part of the socialization process and common conversation with their mates in the same way as they do with the television. McNeal studies in 1992 and Golinko in 1984 confirmed this phenomenon and Piaget corroborated it by one of his most famous phrases: “The older children get, the less egocentric they become and the more they become aware of external events, opinions and intentions”. The radio can use this natural behaviour also in another sense: the society trains its children increasingly confident when making their consumption decisions, used to feel that they can control the information and establishing a strong relationship with brands. If a radio is capable of retaining a listener since childhood, probably he or she hears this station all his/her life. But it seems that even as the medium itself is concerned with evolution. They don't realize that even the form of listening has changed, media can not be defined only by its technology. In a study commissioned by DR in 2000, researchers noticed that the children interviewed had difficulty remembering whether they had been listening to music on the radio, the Internet or another device: the definition of radio in terms of its technology was becoming irrelevant. Music has become one of the most attractive points of this media consumption even by children.
The transmission is shift from analogue to digital and technological convergence has made possible the union of the media, in front of Internet that is making bigger steps, to fight for their differentiation. It has to leave the focus of media for entertainment and return to the spotlight, but also giving time to children to learn how to play, across all consoles and televisions. Clark found in a study that he realizes in 1939 that the success of a children's program depended on the time and how this should be organized, but they tend to poorly improvise, bad planned and the programs are too long and worst distributed that they can last up around 6 hours. Children are a special public: they criticize the faults in a sincere manner and respond when they asked to participate, but programs are encased them only in children's stories and simple songs.
They need something else: children ask for an easy art, but interesting and entertaining at the same time which does not question their values but accept their strengthens. Gender differences also make a distinction, from the age of 15 girls prefer romances and boys prefer music and sports. Regarding the evolution of consumption, girls spend more increasingly time with radio, unlike the boys. In a horizon in which the public and private radio is increasingly homogenized and specialized radio is growing at a slow pace, it seems not very easy.
Radio programs can be profitable in the large commercial radio as Radio Caracol is proving. We do not have to focus these initiatives in the podcast or initiatives that only arise in schools or colleges. Radio for children can also claim its importance. A major component of these programs should be creativity. The announcer should be able to feel beyond the ear. The endless curiosity of children will be invited to fly between stories, soft music, funny noises, games, craft proposals and it should be carefully designed to not transmit panic, be entertaining and catch the attention of its public. Can be addressed without fear and current philosophical issues, calling for participation, poetry, dance, film, actuality, science... Really no expert can ensure a success in this field. They can not even copy because there are little options, but they have to attract a large audience. We warn of the danger of falling into the clichés, children are one of the most complicated public honestly criticize your mistakes and recognize your strengths, not because it must fit in the content easy to read eternal simple conversations. They need activation. Children have much to say and much to learn. We can see what happens if we force a children to only listen our commercial-news radio, they quickly lost the attention because maybe the most attractive sounds are in publicity and they're on air lot of time with plan conversations. Although with music radio they listen and feeling, they don't focus very much on it. It's also a problem generated by a consumption habits, in most cases generated by imitating the behaviour of their parents.
Regarding advertising, marketing and consumption patterns of radio for children, they're covering a wide range of future consumer loyalty starting from 7 years, when more or less are able to distinguish advertising from programming environment. The process of receiving the radio information is more complex than the visual (we acknowledge its supremacy) and it has two phases: the partnership and product recognition, and the recall. The concrete operal-children starts the children's market despite not having fully met all the cognitive abilities.
One study showed that in almost every household has more than one radio, either alone or in combination with other devices (like television, walkman, Mp3) and it is very common that there is one in the bedroom of the young, for example, associated with an alarm clock. Professionals recognize the great difficulty to convince the publicists to put advertising sponsor and maintain the program even though they have the great results from advertising to children on television. This issue should discuss more specifically assessing why they can not go beyond a real advertising, taking better advantage of the medium being aware of its limitations, always respecting because we're making advertising to children that it should not be encouraged to persuade another to buy, talk to strangers, encourage the collecting, drugs, alcohol, promote prejudice or make them feel inferior.
**I'm very sorry if there are some grammar or other type mistakes. In this case, I really would like to be notified. Thank you.
No hay comentarios:
Publicar un comentario