Who hears what in Cartagena: profile, perception and habits of the radio audience

Abstract

The Colombian Caribbean has an important radialtradition, being one of the first regions of thecountry in having the mass media as part of its socialand cultural daily routine. Although in Cartagena,in about one hundred years, the radio has obtainedmany values that are now heritage of the community,as radio stations, formats, styles, voices and narratives,few information has been given about the preferencesof those who listen to the radio and therefore whovalidate it: the audience. The research Analysis ofthe radio audience in Cartagena, profile, perception andconsumption habits pretended, from the listeners’perspective to assess and identify similarities anddifferences in the use of the means and analyzethose perceptions with the same exercise by the radiobroadcaster or “Cartageneros” radio broadcasters.The results obtained from a combined researchmethodology illustrate the description of the audience(through surveys and detailed interviews); as well astheir habits, perceptions and resistance (with focalgroups). This permitted some conclusions, which wehope encourage discussion around the radio stationaudiences and investigations into the field.