History of Broadcasting Blog #1-Dean Ormonde

Broadcasting: Depression War and Cold War    

   Though its roots may be seen in the late 1920s, the Great Depression was a severe and significant economic catastrophe that mainly occurred throughout the 1930s. It was one of the worst economic downturns in American history and had a big impact on the rest of the world. The Great Depression was a difficult yet very important time in broadcasting history. The main source of mass communication was beginning to shift from the newspaper to the radio. According to the author of our book “Only Connect A Cultural History of Broadcasting in the United States" ", Michele Hilmes, "in the period between 1919 and 1926, radio broadcasting emerged from its previous domain in the garages and attics of the amateurs and became a truly American social practice." 

    The concept of radio during the great depression became more than just an amateur hobby. Due to its contributions during the war, people began to see how useful and versatile radio broadcasting could be. Radio transmission saw substantial change because of World War I, which was essential in its development and use both during and after the conflict. Military Communication was extremely important and innovative. Radio technology was largely exploited for military objectives during World War I. Radios made it possible for military forces on the front lines and command centers to communicate more effectively and securely. This encounter hastened the advancement of radio technology, and its uses.   During this time many Technological Advancements were made in efforts to give the U.S. an advantage. The war led to rapid advancements in radio technology. Engineers and scientists were motivated to improve the range, power, and reliability of radio equipment to meet the demands of military communication. These advancements later contributed to the growth of civilian radio broadcasting.   

    World War I increased interest in amateur (ham) radio. Many radio enthusiasts became involved in amateur radio operations during the war, and they continued to experiment and communicate with one another after the conflict ended.  To prevent chaos in the radio spectrum as more individuals and organizations began using radio equipment, governments started regulating and licensing radio broadcasts. In the United States, the Radio Act of 1912 laid the groundwork for future regulations, and the Radio Act of 1927 established the Federal Radio Commission to oversee broadcasting. Radio emerged as a powerful medium for mass communication and entertainment in the post-war era. It brought news, music, and entertainment to a broad audience, rapidly becoming a staple in many households.   

   Radio technology's development and widespread use were sparked by World War I. It was crucial in the development of radio technology, resulted in the control of the radio spectrum, and paved the way for the expansion of civilian radio broadcasting, which in the 20th century became an essential component of international communication and entertainment.  During the Great Depression, radio commercials mirrored the era's economic difficulties and cultural changes. Many individuals experienced suffering and financial difficulty during the Great Depression, thus advertisers had to modify their messaging to be relevant to the situation. During the Great Depression, radio commercials had specific characteristics like an emphasis on Value and Savings. Advertisers often focused on the affordability and value of their products. With many families facing financial difficulties, messages that emphasized cost savings, discounts, and bargains were common. Marketers pushed reassurance and comfort. Advertisers recognized the need to provide comfort and reassurance to consumers during difficult times. Many ads conveyed messages of stability and reliability, assuring consumers that their products could provide a sense of security or happiness.  They also specifically promoted necessities. Advertisements for essential products like food, clothing, and household goods were prominent. These products were seen as necessary for daily living, and advertisers highlighted their importance.  Many ads had unique radio jingles and catchphrases. Radio advertisements popularized catchy jingles and memorable catchphrases to make products and brands more recognizable and memorable.  Advertisements were also public service announcements. Some advertisers incorporated public service announcements into their radio broadcasts, addressing social issues and encouraging responsible behavior. 

    The radio industry faced increased regulation during this period, which influenced the content and format of advertisements. Regulations ensured fairness in advertising and prevented false or misleading claims.  In general, advertisements on the radio during the Great Depression reflected the political, social, and economic climate of the period. The audience's difficulties had to be taken into consideration by advertisers as they promoted their goods and services. As a result, many advertising adopted a practical, sympathetic tone that focused on satisfying customers' fundamental needs.  

    "Fireside Chats" were a series of radio broadcasts made by President Franklin D. Roosevelt during his time in office, mostly in the 1930s and early 1940s. These broadcasts were an important and innovative means of communication between the president and the American people during times of profound national crisis, including the Great Depression and World War II. FDR aimed to create a sense of intimacy and connection with the American public. He spoke in a calm, conversational, and reassuring manner, as if he were speaking directly to individuals in their homes by the fireside, hence the name "Fireside Chats."  The primary purpose of these chats was to explain and clarify government policies, especially those related to the economic and social challenges of the Great Depression. FDR used the broadcasts to provide context and information about his administration's actions and initiatives. FDR used the chats to explain complex issues in simple terms, helping citizens understand the government's role in addressing economic and social challenges. He emphasized the importance of government intervention to stabilize the economy and protect citizens. FDR delivered a total of 30 formal Fireside Chats during his presidency, with the first occurring in March 1933. The Fireside Chats were highly effective in achieving their objectives. They helped restore public confidence, explained complex policies, and garnered support for FDR's initiatives. They also contributed to FDR's image as a leader who cared deeply about the American people.  FDR's Fireside Chats are considered a landmark in the history of political communication and presidential leadership. They set a precedent for using the mass media, especially radio, to communicate directly with the public, a feature that has since become a common feature of American politics. These spectacles are an enduring symbol of effective leadership in times of crisis.  

    According to our textbook, “The rise of the commercial network represented America’s major contribution to broadcast industry and culture. As it gained in social centrality and importance to people’s everyday lives, radio also attracted serious debate.” The use of radio in the early 1900s represented a transformative and pivotal moment in the history of communication and technology. This medium played an important role in shaping the social, political, and cultural landscape of the time. Several key factors prove the significance of radio during this era.  First and foremost, radio brought about a revolution in mass communication. It was the first truly mass medium that had the power to reach millions of people at one time. “Unlike print media, which required literacy, and film, which relied on visual engagement, radio transcended these limitations, offering an auditory experience that was accessible to people of diverse backgrounds and education levels.” This accessibility made it a unifying force in an increasingly fragmented world.  Moreover, radio had a profound impact on politics and society. It became a powerful tool for disseminating information, shaping public opinion, and mobilizing citizens. Political leaders recognized its potential and used radio to deliver speeches, address the nation, and communicate directly with their constituents. Franklin D. Roosevelt's "Fireside Chats" during the Great Depression exemplify how radio could connect leaders with the masses, offering reassurance and hope during times of crisis.  

    Furthermore, radio played a central role in entertainment and culture during the early 1900s. It introduced new forms of entertainment such as radio dramas, comedy shows, and musical performances. Families gathered around their radios to listen to serialized stories and live broadcasts, fostering a shared cultural experience that transcended geographical boundaries. Radio not only reflected but also shaped the popular culture of the time, influencing fashion, music, and entertainment trends.  The radio also revolutionized advertising and commerce. Businesses recognized the potential of radio advertising to reach a vast audience and began crafting persuasive and engaging messages. Radio commercials and sponsorships became a staple of broadcasts, giving rise to iconic jingles and memorable catchphrases. The commercialization of radio had a huge impact on the advertising industry, setting the stage for the development of modern advertising practices.  

    In conclusion, the importance of radio in the early 1900s cannot be overstated. It served as a call for change, fostering a sense of unity and connectedness among people, reshaping politics, culture, and commerce, and laying the foundation for the modern media landscape. Radio's legacy is enduring, as it paved the way for further advancements in communication technology, from television to the internet, and continues to influence how we communicate and connect with the world today. Its impact on society during this period makes it a crucial chapter in the history of mass media and technology. 

References 

Hilmes, M. (2021). Only Connect A Cultural History of Broadcasting in the United States. Boston, MA, Cengage.

“Golden Age of Radio in the US.” Breaking! The Beginning of Broadcast News | DPLA, dp.la/exhibitions/radio-golden-age/radio-broadcast-news/radio-broadcast-nbc. Accessed 17 Sept. 2023.