| Abstract: | This experimental study tested localism's influence on listener first impressions of radio programs and stations. Subjects heard program excerpts manipulated to test ownership and locality of origination. Dependent variables were affective response and medium credibility. Respondents in a Southeastern U.S. city (n = 331) heard excerpts manipulated to sound either locally originated or national, on stations ranging from low-power FMs to national groups such as Clear Channel Worldwide. Results showed slight preferences for local origination and a marginal preference for local ownership. Combining the independent variables in a 2 × 2 test strengthened differences, but the interaction term was not significant. |
