Silent voices: Representations of difference on regional radio: A Rockhampton case study

Rockhampton, Central Queensland, has three major 'players' in the FM radio stakes. These are Triple J (started broadcasting into Rockhampton in 1996), and Sea FM and Hot FM (started broadcasting into Rockhampton in 2000/2001). In 2002, these three stations attracted the vast majority of Central Queensland's radio audience in the 17-39 year age bracket. Subsequent to Triple J's introduction to the city and monopoly of the Rockhampton youth audience, a study was conducted (by myself - Connection or Corruption: Triple J and Australia's Regional Youth) between 1997 and 1998. This concluded that the station's ideology had a powerful impact on regional youth, traditionally isolated from many aspects of popular culture. It also found that Triple J created a 'world' that celebrated 'difference' which had significant influence over its youth audience. However, Triple J's audience has been dramatically reduced as a result of the introduction of commercial FM stations into Rockhampton; these new stations represent a more traditional, 'mainstream' approach to broadcasting as fits their commercial intent. These regional commercial FM stations do not include traditional talk-back as part of their standard programming. However, the competition for 'being the most local' has prompted the stations to focus on conversations with listeners at prime listening times. This in turn reflects specific voices within the community, yet silences or neglects others. In a regional context, where communities face significant issues including unemployment, drought, health, education, and suicide, the potential of radio to play a role in positively reinforcing regional identity remains untapped. Basing its argument on a content and discourse analysis of the three FM stations, this paper analyses the representation of local voices, and the notion of 'difference' within a regional context. It examines the relationship between announcer and audience, and ideologies that influence this exchange. The paper argues that the gap between Triple J and the commercial stations is closing in relation to audience interaction, and confirms that highlighting difference as a point of discussion is a powerful force in creating and confirming regional identity.