UNLV Retrospective Theses & Dissertations 1-1-2000 College radio curricula: Las Vegas general manager views Brad Leonard Weiss University of Nevada, Las Vegas Follow this and additional works at: https://digitalscholarship.unlv.edu/rtds Repository Citation Weiss, Brad Leonard, "College radio curricula: Las Vegas general manager views" (2000). UNLV Retrospective Theses & Dissertations. 1137. http://dx.doi.org/10.25669/bzlk-mirl This Thesis is protected by copyright and/or related rights. It has been brought to you by Digital Scholarship@UNLV with permission from the rights-holder(s). You are free to use this Thesis in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s) directly, unless additional rights are indicated by a Creative Commons license in the record and/ or on the work itself. 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COLLEGE RADIO CURRICULA: LAS VEGAS GENERAL MANAGER VIEWS by Brad Leonard Weiss Bachelor of Arts North Central College 1997 A thesis submitted in partial fulfillment of the requirements for the Master of Arts Degree Hank Greenspun Department of Communication Studies Greenspun College of Urban Affairs Graduate College Universify of Nevada, Las Vegas May 2000 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. UMI Number 1399910 UMI’ UMI Microform 1399910 Copyright 2000 by Bell & Howell Information and Leaming Company. All rights reserved. This microform edition Is protected against unauthorized copying under Title 17, United States Code. Bell & Howell Information and Leaming Company 300 North Zeeb Road P.O. Box 1346 Ann Arbor, Ml 48106-1346 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Copyright by Brad Leonard Weiss 2000 All Rights Reserved Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Thesis Approval UNTV The Graduate College University of Nevada, Las Vfegas -19. The Thesis prepared by BRAD LEONARD WEISS Entitled COLLEGE RADIO CURRICULA: LAS VEGAS GENERAL MANAGER VIEWS is approved in partial fulfillment of the requirements for the degree of MASTER OF ARTS ExmrnnatU itte e Chair Dean o f the Graduate College Examnitttion Camnattee Mem & Catrm att Graduate College Faculty Representatioe 1 1 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ABSTRACT College Radio Curricula: Las Vegas General Manager Views by Brad Leonard Weiss Dr. Paul Traudt, Examination Committee Chair Professor of Communication Studies University of Nevada, Las Vegas Radio continues to prosper in hundreds of different formats, with five radios on average in each American home, and over 10,000 radio stations in the United States. The key variables in the study of radio curriculum would seem to include: the specific classes that professionals believe would help students prepare for the radio industry; the theory/practical blend of course work; and the outside internship and professional programs available for students prior to entering the full-time radio job market. The purpose of this study is to gather and assess radio station general managers' perceptions of the ideal radio curriculum. Since general managers in Las Vegas establish the standards required of entry level employees, interviewing a sample of six Las Vegas radio general managers will establish what is expected of college graduates who specialize in radio broadcast studies in a large radio market such as Las Vegas. Nevada, Arbitron rated market 40. General managers interviewed for this study felt that college communication departments were doing an “adequate” job of preparing students or radio and asserted that college was usually unnecessary if employees had lit Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. the right experience. General managers may not understand the overall goal of higher education, and their lack of understanding academia and the university structure may make them unqualified to evaluate radio broadcasting curricula. IV Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ACKNOWLEDGEMENTS The original Sears and Roebuck Catalog said, “If you don't find it in the Index, look very carefully throughout the entire catalogue.” If anyone were to look throughout my “entire catalogue” of friends, family, teachers, and colleagues over the past 24 years, they would find the motivation behind this thesis. First, thank you to my examination committee. Dr. Donald Cams, Dr. Richard Jensen, Dr. Lawrence Mullen, and Dr. Paul Traudt, as well as the six general managers who made this study possible. Thanks to my fellow graduate students, all the students who made it through the COS 101 classes I taught at UNLV, and Susan Schiller and Carol Thoreson (my surrogate mom in Vegas). Special thanks to my college and professional mentors: Burke Allen, Prof. John “Mad Dog” Madormo, Jen (Carter) Markham-Wynn, Dr. Roger Smitter, Terry Todt, and Duncan Payton. I would also like to thank Ben King, my band teacher from 5th grade through high school (I can still play “In the Mood” on the saxi). Thanks to my closest friends from Mount Olive, Mike Markezich and Matt Ruemmler (oh, by the way. Matt used to help me put together some of the best early fake radio shows...thanks Moose). Most importantly, thanks to my parents, Len and Pat Weiss, for their 100% support of my happiness. I love you. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. TABLE OF CONTENTS ABSTRACT.................................................................................................. jii ACKNOWLEDGEMENTS............................................................................... v CHAPTER I INTRODUCTION........................................................................ 1 Radio Today ............................................................................................. 3 Study of Radio .......................................................................................... 5 Justification ...............................................................................................6 The Debate Within the Academy ................................................................ 7 Purpose .................................................................................................. 11 CHAPTER II REVIEW OF THE LITERATURE ON RADIO CURRICULA......... 12 Curriculum Debate ................................................................................... 12 Studies of Curriculum Balance ................................................................. 13 College Radio Curricula ............................................................................15 Experiential Education ............................................................................. 16 On-Air Performance ................................................................................. 17 Radio History .......................................................................................... 17 Radio Performance and the Radio Drama ................................................. 18 Review....................................................................................................19 CHAPTER III METHOD............................................................................... 22 Market and Sample..................................................................................22 Interviewing and Sampling ........................................................................24 Analysis Plan .........................................................................................