Technological Change: Progress = Success?

Orson Wells

With technological change, the social and media changes embedded in "radio days" was inevitable. Much like the rise of internet and its fresher take on music consumption (Pandora and Groove Shark to name a few), audiences back in the 1920s had access to an easier way to consume media. Without technological change, being the building blocks of the radio industry, the government would not have anything to regulate and consumer demand would not exist. To technological entrepreneurs, such as Guglielmo Marconi, technological change is necessary to further society successfully.

Technological change acted as a locomotive, since it helped the radio industry become more accessible to an eclectic audience - from the middle-class workers to the elite-socialites. With the rise of FM radio, the accessibility became even more apparent. Yet it was diversifying the content at the same time, having social and cultural effects. With FM being able to travel 30 miles within range and with the ability of 20 FM stations to broadcast over many cities, people in cities had more of a variety to choose from. Shown thoroughly in Radio Days, what was featured on the popular shows became a market success. It would not be possible though, if technology hadn't evolutionized.

Furthermore, this ability to reach more consumers definitely shaped the way companies targeted their niche markets. In lecture, commercial broadcasting, which is basically sponsors selling consumer goods on-air, was touched on. Without the change in the technology that allows companies to exercise this type of brand marketing, a huge majority of radio shows would not exist in the 1920s (and integrated advertising would not have developed.) The programs and the products' sponsorship went hand-in-hand, such as in the radio to television program, Ozzie and Harriet. Today, commercial broadcasting is still apparent, its just the products sold and the music its combined with that's different.