The Listening Project…

Listening to the Community and Looking for What Matters

1The 2Listening3 Project…4

The Listening Project… 123 Listening to the Community and Looking for What Matters ideastream sm “It is easier to keep talking once you know someone is listening.” Mission Statement 4– A participant in the first community To strengthen our communities dialogue of The Listening Project 1 by providing distinctive, thought- provoking programs and services that enlighten, inspire, educate, his comment was voiced in 2001during the first of a and entertain. series of conversations where public broadcasting T became the listener – the audience – as residents of Vision 2005 Northeast Ohio defined their needs and identified their ideastream will be recognized as community’s assets. an indispensable multiple media resource connecting community In the three subsequent years, hundreds of individuals in town through preeminent programming meetings, audience panels, broadcast forums and mail, and services that enrich, respond telephone and Internet surveys have told ideastream how it and relate to our lives. could help strengthen local communities.

The Listening Project 4 set out to The comment describes how public broadcasting can listen to the diverse voices of the strengthen the resolve of Northeast Ohio residents to improve community in order to reveal: their communities and their own lives. It is the reason ideastream has continued to conduct The Listening Project every - The public’s assessment of its year since. Its message continues to shape the relationship community, its assets and ideastream has with its audiences. challenges, and its viability as a place to live;

-The public’s level of social involvement, trust, and community volunteerism; and

- The public’s idea about the role public media plays in the community. Researcher: Judith M. LeRoy, Ph.D,TRAC Media Services, Inc.

The Listening Project

Demographics of The our years ago, ideastream Listening Project 4 initiated a longitudinal Participants Fcommunity research Four-hundred-and-fifty randomly exercise, The Listening Project, to selected individuals from the In addition, 60 viewers and seek a better understanding of service areas of WVIZ/PBS and listeners responded to a request Northeast Ohio’s assets and 90.3 WCPN were surveyed by for volunteers to participate in challenges – as defined by telephone.Two-hundred-and-fifty audience panels, where they residents of the area – allowing questionnaires were returned talked in moderated discussion ideastream, then a new public from 1,500 randomly selected group situations about issues media organization, to better WVIZ/PBS and 90.3 WCPN that emerged during the serve its community. members. Seventy people quantitative phases of research. responded to an on-air In 2001, ideastream talked with invitation to complete over 7,000 Northeast Ohio internet questionnaires. residents to establish the parameters for its research. Demographics of The Listening Project 4 Participants Since 2001, hundreds of Random WVIZ WCPN WVIZ WCPN individuals have been invited to Telephone Members Member Internet Audience Audience participate in The Listening Survey Survey Survey Survey Panel Panel Project research. Age Under 35 24% 0% 6% 26% 33% 40% 35-49 27% 12% 21% 41% 8% 20% In January 2005, ideastream 50-64 30% 32% 41% 24% 58% 40% conducted the fourth Listening 65+ 20% 56% 32% 9% 0% 0% Project. In previous years the Education survey was conducted during No HS 7% 0% 0% 0% 0% 0% autumn months. However, for HS Degree 32% 11% 1% 4% 8% 0% Attend College 24% 20% 14% 14% 33% 20% its fourth iteration, the Project College Grad 21% 35% 36% 41% 50% 20% was delayed until January to Post Grad 13% 34% 49% 41% 8% 60% avoid the influence of the 2004 Race Presidential Election. White 75% 95% 96% 83% 58% 90% Black 12% 2% 2% 2% 33% 0% Hispanic 3% 2% 0% 3% 8% 0% Other 10% 0% 2% 12% 0% 10%

Gender Male 37% 35% 53% 52% 33% 50% Female 63% 65% 47% 48% 67% 50% Some columns do not sum to 100% because of missing answers.

Community Assets & Challenges

hrough the years, The Listening Project data and “The thing about it is, mostly, T anecdotes provided a The order of respondents’ most the people.That’s what makes portrait of a community with frequently-named community this a good place to live.” many assets – resources that assets has changed since the first residents heartily enjoy.That Listening Project. In 2001, “Good people live here.” data also shows growing Location/Environment/Access and concern about the serious Culture were the two leading “It’s just a good place to live. challenges facing the community. assets, followed by People/ It feels good, here.” Families/Community Values. In Each year, respondents were 2002, Location moved to the top Clearly, the social fabric of life in asked to describe the assets of of the community sample list, Northeast Ohio – one’s home, Northeast Ohio – things that followed by People – an asset that one’s friends and neighbors, make it a good place to live. showed significant growth in the one’s familiarity with the They were also asked to identify post-9/11 surveys the previous community – merge into the the challenges and problems – year. By 2003, People/Families/ “familiar” that makes people feel areas that need to be improved Community Values was mentioned comfortable and settled. to keep the community strong by more respondents than any or to make it better. other asset. Location/Environment/Access is highly valued by 23% of the On all the surveys, the questions People/Family/Community Values is respondents.This category about resources and challenges again the number one community includes elements of physical have been open-ended. asset in 2005. It was the convenience and pleasure ranging Respondents are not prompted overwhelming first choice, named from transportation to shopping by any list, so the items that by 67% of the respondents. In malls and parks. Here, people talk come to the top are those this category are such things as about venues, places to go to find named by the respondents, not families, friends, living in quiet what they want in a safe and those suggested by ideastream. neighborhoods, a place to go to convenient environment. church, the diversity of the What are the Assets of the citizenry, and what one might call “The ease of getting around. community? the “familiar” – all those It’s got an urban situation but “comfort” things that people take it’s not so fast, not so slow as These are the assets most for granted and struggle to put other places I’ve lived in. . . . valued by the community from words around. Man, I can get around this the random telephone sample: city. I love it.”

chart 1 Despite the vicious winter of 2004-5, Weather/Seasons was named as a primary asset by 31% of the respondents – unusually high for the category.

4 THE LISTENING PROJECT 4

Do different people see the Activities/Sports/Recreation community’s assets differently? rounds out the list of most mentioned assets. There are demographic Employment/Cost of Living is differences in the perception of perceived as an asset by 11% of “LeBron James! He’s one of community assets: the respondents, although the the town’s biggest assets.” other face of this cluster, • Women are far more likely to Economy/Jobs, is perceived as “For a small-town kind of name People/Families/ the area’s biggest challenge by place, we’ve got it all. Major Community Values than the most residents. league baseball, NBA men (73% versus 56%). basketball, NFL football. And Culture, perennially identified as good places for the teams • Sixty percent of the an asset on The Listening Project to play.” individuals under the age of surveys, is mentioned by 8% of 65 name People/Families/ the community sample – exactly All of these things come Community Values as an the same as last year and the together to make Northeast asset, compared to 84% of year before.The audience panels Ohio a very attractive place, the 65+ respondents.The particularly liked the diversity although, respondents worry longer one lives in an area, of culture. that people from other places the more one seems to don’t know it: appreciate this aspect of “It’s one of the really good the community. cities in the country to eat. “I was a chief financial officer And I can afford to have a for an ad agency in town and • College-educated respondents subscription to Cleveland we had to recruit from San name People/Family/ Public Theatre. I can also Francisco and New York.They Community Values, but they afford a limited subscription didn’t want to come. I would are also more likely to name to the orchestra.You can’t get bribe them,‘I will pay you Culture (12% compared to much better than that. I can $3,000 to come for the 6% for those without a participate in all sorts of weekend, all expenses paid.’ college degree). different arts events. I could They would show up and I’d be busy every night, if I show them the city. . . .And • The High School and Some wanted to, seeing dance or most of them would stay. The College respondents are theatre – large companies or housing values, the education more positive about Weather small companies. Music. If I system . . . the art museum, and Location/Environment/ have the time I can go from the zoo – all of those things. Access (shopping, parks, etc.) seeing some blues band in It’s informing people of than are college graduates. some bar in Lakewood to the what’s here.” Cleveland Opera.”

Community Assets & Challenges (continued)

• Blacks value People/Family/ Community Values as much as Whites, with both groups Do different people rating it about the same (65% see the community’s versus 66%); they are more In 2001, the first year of The problems differently? pleased by Employment/Cost Listening Project, Economy and of Living factors and less by Education were nearly tied for the The challenges of Economy and Weather. They are slightly designation of biggest community Education are real and more appreciative of Culture challenge.Through the years, persistent, but they do vary than Whites (9% versus 7%). Economy has risen as a challenge in perceived degree among priority. In The Listening Project 4, different populations. • People who say they use twice as many respondents 90.3 WCPN occasionally or named Economy/Jobs as any other • Men are more likely to often (23% of the community challenge: 64% of the think Economy is worse sample) are statistically more respondents said Economy was a than women are likely to name People/Family/ community problem, and 30% (71% versus 60%). Community Values than non- named Education. This finding is listeners (76% compared to consistent with other surveys of • Women are more likely 64%).They are also more the region. Other identified to rate Education as a likely to name Culture (11% challenges are consistent with problem than men for listeners versus 7% for previous surveys, with urban (34% versus 24%). non-listeners). People who problems, crime and drugs, and say they use WVIZ/PBS (two- politics staying on the list. This • Middle-aged respondents, thirds of the community year though, Environment dropped especially those between sample) were not statistically off the top six and was replaced the ages of 35 and 49, different from non-viewers. by People, a category that rate Economy worse than contained negative comments like other age cohorts What are the Challenges of “Mean people,” “Closed-minded (70% versus 60%). the community? People,” “Insular neighborhoods,” and “Non-inclusiveness.” • The 35-49 group, those most These are the challenges likely to have children in most identified by the school, also are more likely to community from the random say that Education is a telephone sample: problem (33% versus 24%).

chart 2

6 THE LISTENING PROJECT 4

Education level plays a great role in problem perception: respondents with less education They agreed, however, that other usually have a closer, more people in the community, personal, look at a community’s • Rather, for Blacks, because of personal experiences, challenges and issues. While Crime/Drugs was a more may have different perceptions everyone says Economy is a profound problem (18% and challenge rankings. leading problem, the respondents compared to 9% for Whites), without college experience rank and non-English speaking “If the guy can’t work, if the others high as well: minorities said Education was entrepreneur isn’t welcome, a big problem (44% cite it). or if the city makes it • High school graduates are difficult for him to stay and more likely to complain about When community problems open a new business – he Crime/Drugs than people were addressed by the audience sees things differently.The with college experience panels, they had the opportunity problems may be different (17% versus 6%). to talk about the issues rather for different people.” than just rank them. During the • The high school graduate discussion, participants is less likely to name immediately linked the two most They raised other problems as Education as a problem urgent problems named by the well:“The East versus West parts (26% versus 33%). survey respondents: of town.” “The city fathers giving Economy/Jobs and Education. away too many tax breaks to • Politics is another area of attract new companies and significant difference – only “In my opinion, I think it’s maintain old professional sports 5% of the high school education that’s the main teams.” “LeBron James being educated respondents see it problem. Education is the key more important than the as a problem, while 11% of to a stronger economy.” education issues.” “The the college grads say it is. mental/emotional separation of “The economy and education the city” from the rest of Ethnic differences – due also to are related problems, but Northeast Ohio, which “keeps personal experiences and education should be the people from enjoying and using environment - were apparent. primary focus for solving the all the resources.” economy problem.” • Blacks and the other minorities ranked Economy as problem number one – but not at the same level that Whites did (50% to 68%; other minorities were at 58%).

Community Assets & Challenges (continued)

“We’re like a city without a heart. It’s like these dead limbs of the suburbs. Not to The group participants agreed offend anybody who lives in with participants in previous the suburbs by any means. I’m Listening Projects that Cleveland “We’re always trying to be from the suburbs. But I think did not promote its positive someone else instead of we kind of have a detachment features enough (e.g. the building on the strengths we with the downtown area. But orchestra, the museums, parks, have here.Why don’t we just there’s a lot of like,‘Well, the lake, Rock and Roll Hall of build on the assets that are where do we go when we go Fame).There were many people here in this city? We have a lot downtown? It’s dead.’ in the audience panels who are to offer, but we don’t market Nobody has any idea.There’s big proponents of Cleveland and it correctly.” a loss of energy.” its positive features. Panelists acknowledged that The panelists expressed a lot of “I took some people through negative news has to be frustration because the “bad the Boulevard, with all the broadcast, but that the things” about Northeast Ohio ethnic gardens and everything relegation of good news seem to be the primary focus. in the summertime when it’s “to the back page” harms Like the participants in previous all green.Their jaws dropped. the community. Listening Projects, these panelists I’m talking about people who think that the commercial media were upper-middle income, A final note – all the is overly negative about their and they were like,‘This is respondents to The Listening community, and that this creates Cleveland? I don’t believe this Project 4 offered more assets an inaccurate picture that is Cleveland.’” than problems. On average, the residents (and non-residents) random sample of community “buy into” – promoting an image They resent that Cleveland is respondents named 1.5 assets of Northeast Ohio that frequently the subject of bad and 1.4 problems per person. discourages citizens from news and the butt of negative The members and Internet appreciating, acknowledging, and humor.They resent that people sample named even more assets participating in the area’s don’t see its assets.A number per person – 2.4 assets resources and even influencing are annoyed because they feel compared to 1.6 problems. decisions to move away. that those who are trying to spark enthusiasm for the city are doing so in a negative way – by “trying to make it like somewhere else” instead of celebrating Northeast Ohio as a unique, individual place.

8 THE LISTENING PROJECT 4

Social Trust, Quality of Life and Community Engagement

he 2005 Listening Project survey shows a time of T transition in Northeast • 52% of the radio and Ohio. Beginning last year, television members rank respondents’ assessments of Demographic variables Northeast Ohio as an the community began eroding, affect respondents’ excellent place to live. That and this year the downward community evaluations. percentage slips to 30% for trend continued. In 2001, 96% the population at large. responded that the community • People with college was either a good or excellent educations (assumed to have • Younger people (18-34) place to live. In 2005, 71% feel more economic resources) and those 65+ show the that way. The following table is were more likely to rate the most precipitous and from each year’s random community excellent than consistent declines. telephone sample of Northeast those with less formal Ohio residents. education (College, 36%; High School, 24%).

• Women were consistently chart 4 more positive in their community ratings (33% of the women said it was an excellent place to live; 25% chart 3 of the men). How much do we trust • Blacks were less likely to each other? rate Northeast Ohio an The member sample, the excellent place to live Humans are social creatures Internet sample and the (Whites, 34%; Blacks, 17%). and perceptions of community discussion group participants satisfaction are related to their echo these findings. comfort with people that surround them. Every year, The Listening Project asked respondents whether “Most people can be trusted to do the right thing” or “Most people are just out for themselves”.

Social Trust, Quality of Life and Community Engagement (continued)

These numbers have also changed. In 2001, almost three- quarters of respondents felt chart 6 that most people could be trusted to do the right thing; in • The 35-64 year olds 2005, only 58% of the random have shown the most four- telephone community sample year consistency. felt similarly. • The 65+ respondents, who The community sample is much Again, not everyone in the in the past showed high less likely to see fellow citizens survey responded the same trust levels, saw rapid as trustworthy as the way to this question. erosion this year. WVIZ/PBS or 90.3 WCPN member samples. • 69% of the college graduates say people can be trusted, versus 47% for high school graduates. chart 5

• 52% of Blacks say people can be trusted versus 61% for Whites.

• People under 35 showed less Social Trust is also seen very social trust erosion this year differently by the random – although they consistently telephone community sample have been less trusting than compared to others surveyed. other age groups.

10 THE LISTENING PROJECT 4

Do people plan to stay here? The radio and television Despite both the declining members are much more stable community assessment and Are people engaged in in civic club participation than declining social trust, people their community? the other groups: their habits are not planning a wholesale appear set. In previous years, exodus from Northeast Ohio. Participation in community when asked for numbers of Around three-quarters of activities demonstrates organizations belonged to, the respondents plan to live here in people’s relatedness to that members far exceeded five years. community and influences the community sample in their satisfaction with it. participation level. Two items on The Listening Project surveys measured chart 7 community participation.

“First, in comparison with last year, had respondents belonged to chart 8 more or fewer civic clubs?” In By demographic, those who the community random expect to be here in five telephone sample, most people years are: belonged to the same number of clubs.Among those whose More likely older: participation changed, more 65+: 89%; dropped than joined: 12% 35-64 years: 74%; reported belonging to more Under 35 years: 51% clubs this year; 29% reported belonging to fewer; and the More likely White: remaining 59% said that they Whites: 76%; belonged to about the same Blacks: 62% number of clubs as last year.

Very slightly more men: Men: 74%; Women: 72%

More educated: College Degree: 77%; No Degree: 71%

Social Trust, Quality of Life and Community Engagement (continued)

“Second, did respondents participate in neighborhood improvement projects?” Tw o Younger, middle-aged demographics in the respondents (35-49) with community random sample Do people think they can college degrees (often female) showed significant variation: have an impact in making are more likely to perceive the community better? themselves as having sufficient • Blacks were more likely to clout to significantly impact the work on a neighborhood In the community random community. Compared to last project than Whites telephone survey, about 28% of year, most individuals had (44% versus 31%) the respondents felt people like slightly less conviction that themselves could have a large their efforts, and the efforts of • Respondents with a college impact in improving their people like themselves, could degree were more likely to community, and 41% said they improve the community. join neighborhood fix-up could have a moderate impact. efforts than those with only a high school degree Radio members believe they (41% to 27%). have greater impact than any There was variation by age other sample – with a third • About one in three (34%) of group. In the following table, feeling they had high impact the community respondent when we add large and and an additional 51% claiming sample reported helping in moderate impact categories moderate impact.The television neighborhood fix-up projects together, there are members do not perceive the this year. This is up from demographic differences in same level of personal impact 29% in 2001. comparison to the prior as the radio members, in part, Listening Project. perhaps, because the television • Radio and television member sample is older. members, as well as Community survey results Internet responders, are show people 50+ believe they more participatory than Chart 9 have less impact than the 35-49 the community at large. year olds more frequently Forty percent of the found among radio members Internet sample, 40% of and Internet responders. the radio members, and 40% of the television member sample reported helping in fix-up projects in their neighborhoods.

12 THE LISTENING PROJECT 4

The Role of ideastream in the Community

Do people think WVIZ/PBS and 90.3 WCPN can have an impact in making the Looking at those that community a better place responded “Large Impact” only to live? – and eliminating the majority “Moderate Impact” vote – the The survey respondents were survey showed that over one- asked to judge the stations’ quarter of all respondents said Whether or not people watch impact potential as Large, that the local broadcast entities WVIZ/PBS and listen to 90.3 Moderate, Small or No Impact. have a large potential impact WCPN affects how much Public broadcasting members, for community change. 90.3 impact they believe the stations not surprisingly, evaluate its WCPN, with a news and talk can have in the community. potential for improving the orientation, has influenced the People in the community community highly. So, however, assessments of those who use telephone survey who reported does the community at large. it most – the radio members viewing WVIZ/PBS occasionally and the Internet sample. or often are much more likely With a stable, slightly increasing to say WVIZ/PBS has “Large audience,WVIZ/PBS has had Impact” than non-viewers (37% persistently high impact versus 12%). Public television assessments. Public radio, with a has obviously impacted these consistently expanding service, chart 10 viewers with programs or has shown overall growth in series that influenced their perceived potential impact.This opinions, attitudes and beliefs. year, 69% of the community sample respondents said that local public television has a “Moderate” or “Large Potential” to positively impact the community. Fifty-seven chart 11 percent of the respondents said that local public radio had this much impact.

The Role of ideastream in the Community (continued)

Just as interesting, however, is the large “Moderate Impact” assessment from both non- The participants in the viewers and viewers. In other audience panels found public words, respondents think public How can ideastream broadcasting is well-positioned television can have a positive have impact? to have impact in the impact on the community even if community, mostly due to they do not view it very much. Viewers and listeners – people “more localness.” who are most likely to perceive For 90.3 WCPN there was also and experience public “I feel like, they’re (the significant difference in impact broadcast’s potential impact – commercial channels) are assessment from listeners and were asked to compare the here and I’m here, but they’re non-listeners. Again, non-listeners value of their current year’s not accessible to me. But in also saw potential community viewing and listening some sort of way, I have a benefit from a service they don’t experiences to last year’s. feeling that I might bump use very much. About three of four WVIZ into one of 90.3’s radio viewers in the community personalities somewhere,or sample (73%) report no change they might be just around in value this year. Five percent the corner at the grocery report their viewing store or something. There’s experiences were “Less something that’s close and chart 12 valuable” this year, but 20% say local about them (WVIZ and they were “More valuable.” 90.3), where the others . . . like I feel for me to be here The radio results were quite today, I have contact with similar: 18% of the 90.3 the public stations in some WCPN listening respondents sort of way.” The relevant point is that while from the community sample users tend to evaluate public report more valuable listening broadcasting’s potential for experiences; 7%, less; and the “making the community a better remainder—some three out of place” more than non-users; four listeners—report the same over 50% of those who neither listening value as last year. listen to 90.3 WCPN nor view Evidently, most of the users of WVIZ/PBS think the stations the local public media feel the have at least moderate potential stations are meeting their for community change. expectations for community and personal service.

14 THE LISTENING PROJECT 4

“As part of our business, we produce fundraising events. What do people see as With the boards we’ve “It gives a local face, I think. the role of local public worked with, they are more I’ve always liked the break. I broadcasting? enthusiastic about having like a couple of minutes to WCPN or WVIZ talent host catch up. I like that local Most respondents see public an event . . . more than flavor – I get the weather. I broadcasting as a unique media. getting just another talking get a couple of news stories. They expect different strategies head. Because these (public I get what’s coming up and a different look.“That’s broadcasting) people are tomorrow. And,‘We’re back,’ part of its charm.” The content people who tell stories; they and that’s that. It’s kind and tone of the narrative voice are connected to the of nice. of the local public stations are material they read.” important to people. A radio panelist suggested that just as “I don’t feel like the “You get to see that it’s alive one enters into a telephone people on 90.3 or WVIZ are too. . . .Well, I like that. It’s conversation with a friend, talking heads . . . they’re easy to get caught up in listening or viewing is an thinking people.” thinking that these are all adventure in “where we are prerecorded, and maybe going today.” The content that “Commercial television they’re syndicated shows that takes them where they are going underestimates their are all over the country, but is sometimes dense and audience . . . public television now you see a local flavor to textured, an acquired taste, isn’t like that.” it.‘Hey, look. Here is the which many viewers and listeners weather.’They know that it’s are proud to have mastered. The panelists think the recent going to be 18 degrees today efforts of ideastream bolster in Cleveland.” “It’s amazing and corny . . . the perception of localness. PBS is corny, but it’s great. For example, the new “Another neat thing about We’re so geared toward the WVIZ/PBS local hosted breaks: them is they’re very casually flash and the slick and dressed. They look nice, but preproduction (on just not like an anchor with a commercial television) – but tie and white shirt.Well, it’s once you get past that, PTV like a friend telling you,‘The is phenomenal.” weather is going to be 30 degrees tomorrow.’”

“It’s not so contrived.”

The Role of ideastream in the Community (continued)

“Like we’ve discussed earlier, some programs haven’t the glitz and glam thing (of How can ideastream commercial news programs). achieve its community But that’s not a bad thing.” It is instructive that they didn’t strengthening goals? see any discrepancy at all.They “With public radio and said that though strengthening “A Quiet Crisis” –the content public television, people and building community was partnership of ideastream and don’t listen for a topic. the ultimate goal, informing, The Plain Dealer about the People listen to the show educating, and entertaining local economy – was called a and the station and absorb individuals in the community model for these efforts: whatever topic is there. . . . I was simply part of the process think the key is that people to reach the goal.“These goals “One example that I think listen to the voice. I suppose are interrelated.” “You have to was really successful in the it’s like – I guess I view it like do both!” last year that maybe we a friend. I’d be talking on the could build on was that phone with someone, and “The goals should definitely public radio and public whatever they want to talk hope to go beyond personal television responded to ‘A about that day, I’m talking service. It’s got to strengthen Quiet Crisis’. . . .The Plain about that.” and benefit the community, Dealer initially was trying to in the end.” . . . showcase core issues that Respondents in previous years need to be addressed – one have been asked to choose “When I’m watching – like more example of ‘I’m going between two possible during the political season, to show you a problem.’ But community role and goal you’re informing me as an the response from public choices,“entertaining and individual, whether it’s local, television and public radio informing individuals” and national, or international. I was a whole ‘Making “benefiting and strengthening feel like that has a big impact Change’ series. It did the community.” In those on my community. So, by everything, including in-depth previous surveys, respondents’ informing me, I feel like you programming that showcased answers varied by age: younger guys were doing a service to where there is progress.” (under 50) and college- the community, because you educated respondents were can’t get that information “I see the ‘Quiet Crisis’ stuff more likely to choose somewhere else. Everywhere as a model because it just community strengthening; and else, there’s a slant.” doesn’t dwell on what’s not the 65+ and those with less working. It’s showcasing what education more likely to is working and what needs to choose the other option. The be developed.” audience panel discussion groups were asked to talk about this discrepancy.

16 THE LISTENING PROJECT 4

Respondents, through the years, have found the success of “A Quiet Crisis” to lie in “Be a part of the neighborhood,” different areas: 1) it was a was a common theme. People multiple media campaign that “And you know what? You are social creatures that live in a involved public radio, public could also help bring the specific place.That “place” means television and newspaper community together as well. something to them. It shapes (The Plain Dealer); 2) the Cleveland Magazine ran their their lives and relates to the three media co-operated, issue in December on East provision of some of mankind’s cross-promoted, and followed versus West, and people on the basic needs for food, shelter, up on each others’ efforts; and East side didn’t realize there safety, and family. Institutions 3) it continues as an ongoing were some things on the West that connect with these aspects effort (from 2001 to today) side that appealed to them. So of a human’s life become that persists through time. it brought people together.” emotionally important.

“I knew it had to be “I think that the station “Just be there for some of important because radio,TV, could have a lot to do here – the local events. Have a and the paper all talked bringing people together to presence and let people see about it.” tear down the barriers.” you. If they get to see you out and about, they’ll see “It made a bigger impression Panelists had specific advice you’re involved in the on everyone because it about how ideastream could use community.And then you’ll wasn’t one of those one-shot, the biggest identified asset of the have more influence.” ‘tell ‘em a problem and move community, People/Families/ on’ kind of things. It kept Community Values, to help people “People here love food. coming back on you.” deal with problems. Bring us together through neighborhood food events.” The Listening Project “You need to get out into the respondents say another way in community. I hear us all saying “I want local entertainment which ideastream can that. ‘Get out into the and local community strengthen the community is by community.’ . . .You could have outreach, and they can be making efforts to bring people so much fun, and it would be the same thing. Get out in together – to help them “find such a help for the community the neighborhoods, out in out more about each other,” if you got out there.” the parks.” which would “bring the neighborhoods together.”

The Role of ideastream in the Community (continued)

“All these communities are willing to sit down and talk to you and share what “Help us get to the root of happens to them.And then, the problem – see what the all of a sudden, all of the “Some of the commercials problems are and how they differences are kind of cast (break materials) are great. I can be solved. Maybe how to the side.You wind up think they imply, just get people could be educated in friends.You wind up started or get involved, or a way to help themselves. It’s attending their events.You something like that. Have all about helping yourself get a better understanding of you guys seen that? It’s kind really. So we have to show mankind, period.” of like,‘Get off your couch, people how they can help and get involved.’ It’s themselves and lift “Make your voice even positive.‘You can do anything themselves up.” louder. I’ve not heard much you want to do,’ which is about what WVIZ does really great.” “People who like 90.3 and beyond the programs it WVIZ are the kind of provides.That’s why we’re “I think it’s important – we people who worry about telling you to do it. Get out talked earlier about the community.” there in the communities.” inspiration being gotten from the station. I think the stations The panelists also say that “I’m looking for you to be can create – help start to ideastream, in order to harness out in the community, create – a culture of the community’s strengths, because that can be individual responsibility.We’re needs to go beyond the goal of informative, entertaining, and all looking to the government educating and informing. It also benefit the community at the or private sector to lift us – needs to be a “bringing same time.” we keep looking for answers together” and facilitating there, but we need to look for influence in the community. The panelists understood that it individually.” it’s going to take the efforts of people living in the area to fix the problems.They see a role for ideastream, here, too.

18 THE LISTENING PROJECT 4

“I think the whole concept is that it (local public broadcasting) can provide Gender this undercurrent that would Radio: Sixty-three percent of bring us all back together . . . Who watches and listens? the community survey sample provide the missing link that was women, and about 23% of I think our generation has. ideastream influences the them listen to 90.3 WCPN We don’t have the community most directly occasionally or often. Men connectedness anymore.We through the people it serves. In listen in approximately the never went down and many variables in The Listening same pattern as women. window-shopped at Project research, public Christmas.We never did any broadcasting users and Television: Women view more of these things that members respond in a more than men. Fifty-nine percent of everybody talks about.And community-friendly way than the males in the community we want to stay here, and we do other respondents. While sample view WVIZ/PBS want to love our city as there is no suggestion that the occasionally or often; 70% of much as anybody.We want civic behaviors of listeners and the females do. that connectedness.” viewers reported here are created by local public “Public broadcasting can broadcasting, there are certain engender those feelings of characteristics that influence connectedness with the people to seek out public community – get that feeling media, to be reinforced by it, chart 13 going – in our generation, and, thus, to associate it with a too.That’s the only thing role of strengthening the that’s going to keep a young community. The Listening Project Education population here.” 4 research describes the people Radio: Fifty-seven percent of the who watch and listen; it also 90.3 WCPN listeners have a “My wife and I realize young describes how this population college degree. A college grad is people like us need, well, we differs from the sample of three times more likely to listen need to get more active in general community members. than a high school graduate. the community if we want to help.Working with 90.3 here, Television: High school graduates today, with this group, is a are somewhat more likely not place to start.” to view any public television and slightly less likely to view “Often” than college graduates.

The Role of ideastream in the Community (continued)

Are public broadcasting viewers and listeners different Age from non-users in terms of Radio: There is a perfect community perceptions and correlation between listening civic behaviors? In 2005, respondents were and age:The older the person, asked early in the survey, the more likely he or she is to For some of our civic before it was clearly associated listen to 90.3 WCPN. measures, there is no statistical with public broadcasting, to difference: trusting people; choose between one of three Television: There was no perceived satisfaction with the possible definitions of significant relationship between community; and staying put, ideastream: ideastream is a viewing WVIZ/PBS and residentially speaking, are not school board agenda that brings reported age. predicted by usage variables. new ideas into the schools; ideastream is a project funded Ethnicity Public television viewers think by local corporations to Radio: Whites are more likely to they have more personal promote new technology in NE listen than are Blacks.Twenty- impact on the community. Non- Ohio; and ideastream is a multi- four percent of the White viewers felt more powerless. media public broadcasting respondents in the community operation engaged in survey listened to 90.3 WCPN Public radio listeners were community strengthening. occasionally or often; 19% of statistically different than non- the Black respondents; and 22% listeners, joining more clubs and The results this year were of the Latinos and Asians. participating in more fix-up heartening.Twenty-six percent of projects than non-listeners. the community telephone Television: Proportionately, more sample picked the correct non-Whites view WVIZ/PBS Are people aware of definition, as did 47% of the 90.3 “Often” than do Whites (27%, ideastream and its mission? WCPN listeners, and 35% of the Whites; 35%, Blacks; 31%, Other WVIZ/PBS viewers. Almost all in Ethnicities.) However, since Northeast Ohio is becoming the Internet and member Whites constitute 75% of the increasingly aware and acceptant community samples chose sample, they are majority of of ideastream’s mission to correctly: 99% of the Internet the viewers. strengthen the community. In sample; 98% of the radio 2002, less than 2% of the member sample; and 82% of community sample and 15% of the television member sample the member sample respondents correctly identified ideastream. chart 14 were able to provide a definition of ideastream.

20 THE LISTENING PROJECT 4

Conclusions

• There continue to be serious challenges for Northeast Ohio, and they aren’t new. • About two-thirds of the Overwhelmingly, people are respondents to The Listening concerned about Economy/ • The people in Northeast Project 4 also believe that Jobs. They are also Ohio continue to rate the WVIZ/PBS and 90.3 WCPN concerned about Education community as a good place can impact the community. and are aware of its to live, as a place where This includes not only the relationship to Economy/ people can be trusted, and members of the two stations, Jobs. The challenges of where they plan to stay. but the general public, Urban Problems, Crime/ But all those indices have including those who are not Drugs and Politics continue. declined since the first regular viewers and listeners. Listening Project Survey • Northeast Ohio has many in 2001. • People recognize that assets, the most recognized WVIZ/PBS and 90.3 WCPN being People/Family/ • More than two-thirds of the have been addressing the Community Values. It is respondents to The Listening assets and challenges of the home. People value the Project 4 believe that people community and want the Location/Environment/Access, can impact their community. stations to keep doing that. the Weather/Seasons and While this percentage is Consistent attention to local Employment/Cost of Living. down slightly since 2001, stories is important. The Culture available in the there remains an optimism region continues to be seen that the people of as an asset. There is much Northeast Ohio can control to celebrate. their future.

Conclusions (continued)

• There is an increasing awareness of ideastream and its mission. Almost all The audience panel discussion the member respondents groups were particularly understand ideastream. A “I was really pleased to be beneficial for ideastream remarkably large invited to be a part of this – personnel – who were able percentage of community to give feedback. I think to hear and see the core random telephone sample we’ve – we believe in this. users in person. also understand ideastream That’s why we’re here. It’s and its mission. such a valued part of my life. “ . . . I truly appreciate the . . . It’s nice to know that opportunity to give feedback . There were few surprises in there is a segment of the . . to be asked here for the data examined in The media that does care. I can feedback. It’s an opportunity Listening Project 4. Rather have a part in that.” for me to express my there was an affirmation gratitude. I feel a lot of that what has been learned “I have a totally self- gratitude to every single from previous surveys centered reason for my person that works for public continues to be true. The appreciation for being here. television and public radio. It’s focused audience panel As my son enters school age, crucial.As a part of the non- discussions with recruited I need to become more profit sector, I know that it’s WVIZ/PBS viewers and involved in my community, mission and heart driven. 90.3 WCPN listeners and so coming to something People really give their all. . ..” provided answers for many like this is just a start. It’s a questions stimulated by the way for me to start chipping quantitative data. away at almost a fear of getting involved in the First, the people in the community. I really audience panels reiterated how appreciate this opportunity.” important The Listening Project is. They appreciated being asked for their opinion.

22 THE LISTENING PROJECT 4

The panels helped ideastream define strategies and efforts on subjects that will make a “It’s up to all of us to work on difference to involved, things that help us all. . . .” committed people in the “When I volunteered, I left a community. The discussions message, and I wasn’t even The value of the link between reinforced for panelists that sure I would get a call back . the impact of the individual and there are others like them in . . so just getting a call back the impact of ideastream is the the community. was very thrilling to me. But most important conclusion of then, to be invited to discuss The Listening Project 4. It was “I’m really excited that there around a table with kindred revealed four years ago in the are a lot of people here. . . . It’s spirits, my appreciation and first Listening Project. It tells really interesting to see that my viewpoints about 90.3 . . . how public broadcasting can there are a lot of people who I think it’s very encouraging strengthen the resolve of really think about these things. and uplifting. I’m grateful to Northeast Ohio residents to Everybody came in here for a have been a part of it.” improve their communities and reason, and everybody had their own lives. thoughts to express on this Finally, panelists expressed the topic, and that’s really link between their own ability The Listening Project, the only encouraging for me. I find that to impact the community and longitudinal community very, very encouraging.” the related ability of ideastream research project of its kind in to also impact the community. public broadcasting, continues to shape the operating “Public radio and television principles and set the goals for people, well . . . we’re a lot ideastream, the innovative, alike.We’re interested in what’s provocative multiple media going on, and we’re very public service organization interested in our community.” serving Northeast Ohio.

“It is easier to keep talking once you know someone is listening.”