Social Impact at RTRFM
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Social Impact at RTRFM Contents 2 14 29 Social Impact Education RTRFM Values and Areas of Impact 4 16 Broadcasters, Creative Hub 29 Listeners and Consolidation the Community 18 of Values and Economic Social impacts 6 Local 22 30 Representation Personal Impact Influence and Change 8 24 Influence RTRFM by 30 and Change the numbers Framework of Social Impact 10 26 Community Appendices 32 Impact Graphs and Charts 26 12 Research Representation Methods 36 of Diversity Endnotes This project was made possible through the support of Lotterywest and the contributions of WACOSS and Murdoch University. Social Impact at RTRFM 1 Social Impact RTRFM ‘The Sound Alternative’ is a Perth-based community radio station with a strong sense of purpose and an identity built over 40 years of successfully broadcasting a diverse range of innovative music and talks programing. The station – its board; its management, staff and The RTRFM Social Impact Report is the result of volunteers; its subscribers; its external stakeholders a collaboration between the station, WACOSS and its listeners – share an appreciation of that and Murdoch University. WACOSS designed the identity and support its purpose. study and conducted workshops with RTRFM board members and volunteers, who then That purpose is to make an impact in the Perth gathered the data required. WACOSS Project community and beyond – whether in the Leader Stuart Reid and Murdoch University promotion of local music arts and culture, researcher Dr Simon Order analysed the data or in awareness of and action in regard to, from listener surveys, focus groups and local, national and international issues. stakeholder interviews to compile the Report. After 40 years of operation, everyone involved The key finding is that there are significant social believes that RTRFM is making an impact, but to impacts in each of the areas we investigated. date there has been little evidence about what that These areas are Local Representation, Influence impact might be. As a result, RTRFM, with financial and Change, Community Impact, Representation support from Lotterywest, commissioned a team of Diversity, Education, Creativity, Economic and from the WA Council of Social Service (WACOSS) to Personal Impact. design a model for better understanding the nature of that impact. In each of these areas the impacts were overwhelmingly positive, with widespread agreement from study participants about the nature of those impacts. 2 Social Impact at RTRFM If one feels isolated through whatever disadvantage or things that are going on for you then RTRFM is a source of not only company but information, so it’s really important. It brings a whole range of people together from various walks of life.” Viv Palcic, Subscriber, 2018 Social Impact at RTRFM 3 Broadcasters, Listeners and the Community One of the first things that became clear from the data was the extent to which RTRFM is a real community; a community inclusive of diverse stakeholders (volunteers, subscribers, industry partners and listeners). Social impact is demonstrated externally with It’s a symbiotic relationship. The circular nature of the listeners and, at the same time, within the RTRFM relationship means listeners and broadcasters are station community. There is a relationship between reinforcing the values and social impact of each other. the broadcaster and the listeners who both feel Significantly, there are a large number of these themselves part of the RTRFM community – a listeners. An estimated 262,000 people aged community with a set of shared values. They are 15+, or 17% of all Perth people aged 15+, listen to echoes or ripples of one another, interrelated unlike RTRFM at some time in a month1. That’s significantly any other medium. more listeners than government-funded national Participation in the radio station leads to personal broadcast stations such as ABC News Radio (16%) growth as people learn more about their interest and ABC Radio National (10%). in order to broadcast about it. They expand In investigating the social impact of RTRFM, we are their knowledge, their understanding and share exploring the nature of this community of listeners that knowledge and understanding with their and broadcasters, with a particular focus on what audience. There is a shared experience between changes as a result of their participation in this the volunteer broadcaster participant and the radio community. What is it about this community radio listener participant. station that is making a difference in people’s lives and in the society around them? RTRFM creates meaningful connections 11.6 hours 42,000 262,000 per week for your wake up with RTRFM tune in to RTRFM average RTRFM listener Breakfast radio each month. 4 Social Impact at RTRFM So local. So relevant. I get to hear about people who fight to protect what I love. Social Impact at RTRFM 5 Local Representation As a broadcaster to the Perth metropolitan area, RTRFM’s major focus is on the local community. It reflects the culture, music, interests and issues of the local community to the local community. As a broadcaster made up of diverse program In the industry and volunteer focus groups there presenters, many with global perspectives was unanimous agreement about the significance on their areas of interest, it brings the world of RTRFM as a launching pad for new and emerging to Perth audiences. musicians, bands and producers, with numerous specific examples quoted. Equally important, As an online platform and digital broadcaster, they also agreed on the significance of RTRFM RTRFM represents Perth to the rest of the world. in maintaining Perth’s vibrant local music scene RTRFM’s local identity was a recurring theme in through promotion of the local gigs and recordings interviews, focus groups and survey responses. of local musicians, both established and new. It represents the diversity, the quirky and unique RTRFM’s local impact was not limited to the music Perth character; it is the soul of not just the local scene. RTRFM is one of the main voices for arts and arts scene, but every part of the community; it’s a culture in WA and breeds and grows that all the one stop information hub for local culture. Others time was a view frequently expressed. In particular, referred to it as binding the musical scene and RTRFM’s role as ‘curator’, making selections and culture, supporting the nurturing and discovery of providing reviews of local music, arts, culture and independent art and being the community glue. cinema, was a recurring theme. Representation of local music was the strongest Respondents and interviewees also identified theme to emerge across all stakeholders with many RTRFM’s importance in local community activism describing RTRFM as a platform for local musicians and awareness-raising around issues in the local and their music. community. [RTRFM is…] the voice of the local residents delivering information (music, news, and everything else) to other locals. As a result of listening to RTRFM, When I listen to RTRFM, I feel proud of my city / state I learn what is going on in my community 300 600 500 200 400 300 100 200 100 0 0 Never Once A few Often Very often Strongly Disagree Not sure Agree Strongly times disagree agree 6 Social Impact at RTRFM RTRFM most-played tracks 2018 73% 10% 17% WA artists interstate artists overseas artists 63% 27% 10% female artists or male artists or male/female duos female-fronted acts male-fronted acts Social Impact at RTRFM 7 Influence and Change RTRFM’s role as an active, engaged, progressive and influential community agent was identified by Board members and volunteers as being an important part of the station’s identity and its values. But how much impact does it have in bringing With social media becoming increasingly important about social, political cultural or environmental for social and political engagement, it was also change? Does it ‘add value’ to other organisations significant that 29% said they had taken part in a or does it initiate or sustain change? social media campaign ‘a few times’. For a radio station, the key indicators of influence Another indicator of influence is the degree to which would be changes in the behaviour of, or action listening to RTRFM leads people to discuss what they taken by, listeners. Indications from RTRFM survey have heard on air with a friend or colleague (less respondents indicate a very high level of response than 3% of the 856 respondents had never done so!) to hearing things on the station. Similarly, nearly 88% of respondents had taken the effort to find out more about a subject or issue as a For example, more than half of respondents (57%) result of something they heard (and 79% had done had taken action on a social justice or political so more than once.) issue as a result of listening to RTRFM. This is an extraordinarily high percentage given the generally While it is not possible to measure how much ‘passive recipient’ nature of radio listening. It change in society has come about from RTRFM indicates something about the listeners attracted broadcasts, it is clear that by providing an outlet to RTRFM. They say they appreciate RTRFM as a for people and organisations working on change platform for ‘open conversations’ and ‘for voices to reach like-minded people willing to take action, that are often unheard’, as a ‘mind-engaging RTRFM has played an influential role and continues media which fosters a sense of community’ and to make significant impact. as an ‘alternative to mainstream media’. But it also indicates that the broadcasting was sufficiently engaging to lead 489 of the 855 respondents to take action – at least once and mostly a few times. As a result of listening to RTRFM, I took As a result of listening to RTRFM, action on a social justice or political issue I took part in a social media campaign 400 500 400 300 300 200 200 100 100 0 0 Never Once A few Often Very often Never Once A few Often Very often times times 8 Social Impact at RTRFM RTRFM delivers mind-engaging media which fosters a sense of community.