The Sound of Politics
The influence of radio in campaigns
Radio’s influence in politics began to form in the 1920s, with the new form of media growing in popularity and accessibility. The first political use of radio was in the 1924 presidential election. The radio allowed Franklin D. Roosevelt to deliver his “Fireside Chats” directly to voters during the Great Depression and World War II. Roosevelt’s relaxed, conversational tone allowed him to connect with Americans. By using the radio, he was also able to reach more Americans across the nation. The radio, providing direct messages to the people, made it a trusted platform for engaged voters, especially during times of national crisis.
Radio had a larger influence over print media and public speeches because it was able to be everywhere: the home, the car, and the workplace. Since the radio was so easily accessible to voters, it became extremely valuable for political candidates. Politicians could access anyone whether they lived in rural areas or urban communities, and they could now reach those who did not have access to newspapers or were unable to attend public speeches.
Politicians used the radio to broadcast advertisements, deliver speeches, participate in interviews, and even host call-in shows. Advertisements were running nearly every day, and the constant exposure helped to reinforce messages to voters. Radio ads are also more cost-effective, which can really help candidates in down-ballot races, and today can be used in place of TV advertisements. If planned strategically, candidates were able to buy advertisement times during the lunch and rush hours. With brief, repetitive radio ads listeners were able to understand more complex policies. Candidates would go on radio talk shows in swing states in hopes to appeal to voters more directly. Some talk shows would host debates for candidates where they can discuss important national and/or local issues.
In modern campaigns the radio is especially useful to reach a specific demographic of voters, primarily older voters, rural areas, and regions with unreliable internet access. Despite the rise of new media platforms, the radio is still able to mobilize voters. Its portability and reach make it a useful resource to encourage voter turnout, promote issues, and to keep candidates, especially bottom of the ballot candidates, in the public mind. Partisan radio platforms have also been on the rise. Both sides host call-in discussions, analyze the political climate, and provide a space for candidates to voice their opinions. Conservatives tend to tune in to Rush Limbaugh and liberals listen more to Rachel Maddow. Radio remains an essential medium for political campaigns, helping to provide that personal, trusted connection with the candidate.
Radio is still a powerful tool today in political campaigns, providing a direct and personal way for candidates to engage with voters. From the 1920s to today, radio continues to influence modern campaigns. The radio’s reach and accessibility make it a valuable tool in shaping public opinion, mobilizing voters, and creating a parasocial relationship between voters and politicians. The radio does face challenges today with the emergence of social media, but it still has its own unique qualities that candidates are able to utilize.
Sources:
Halpin, John, James Heidbreder, Mark Lloyd, Paul Woodhull, Ben Scott, Josh Silver, and S. Derek Turner. "The Structural Imbalance of Political Talk Radio." Center for American Progress, June 20, 2007. https://www.americanprogress.org/article/the-structural-imbalance-of-political-talk-radio/.
"Nielsen: Radio Is the Answer to Political Campaign Reach." Radio Ink, February 19, 2024. https://radioink.com/2024/02/19/nielsen-radio-is-the-answer-to-political-campaign-reach/.
Smith, Stephen. "Radio: The Internet of the 1930s." APM Reports, November 10, 2014. https://www.apmreports.org/episode/2014/11/10/radio-the-internet-of-the-1930s.