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Ann Arbor, Ml 48106-1346 USA 313/761-4700 800/521-0600 Order Number 9105220 From pedagogic to public: The development of U.S. public radio’s audience-centered strategies— WOSU, WHA, and WNYC, 1930-1987 Stavitsky, Alan Gordon, Ph.D. The Ohio State University, 1990 Copyright ©1990 by Stavitsky, Alan Gordon. All rights reserved. UMI 300 N. Zeeb Rd. Ann Arbor, MI 48106 NOTE TO USERS THE ORIGINAL DOCUMENT RECEIVED BY U.M.I. CONTAINED PAGES WITH SLANTED PRINT. PAGES WERE FILMED AS RECEIVED. THIS REPRODUCTION IS THE BEST AVAILABLE COPY. FROM PEDAGOGIC TO PUBLIC: THE DEVELOPMENT OF U.S. PUBUC RADIO’S AUDIENCE-CENTERED STRATEGIES - WOSU, WHA, AND WNYC, 1930-1987 DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of the Ohio State University By Alan Gordon Stavitsky, B.A., M.A * * * $ * The Ohio State University 1990 Dissertation Committee: Approved by T.A. McCain S.R. Acker J.M. Foley Adviser Department of Communication Copyright Alan Gordon Stavitsky 1990 To Terri and Ariel u ACKNOWLEDGMENTS I deeply appreciate Dr. Thomas A. McCain’s advice, support and enthusiasm during this project. His mentoring was instrumental in my choice of an academic career as well as the completion of this study. I also wish to express my gratitude to the other members of my advisory committee, Drs. Joseph M. Foley and Stephen R. Acker, for their valuable insight and encouragement. The Graduate School of The Ohio State University supported this project generously through a Graduate Student Alumni Research Award. Among the many station and archive employees who provided assistance, I wish to thank especially Carole Browne at WOSU; Bertha Ihnat at the Ohio State University Archives; and Jack Mitchell and Mary Moore at WHA. Finally, thanks are due my parents, Mike and Bea Stavitslqf, for instilling in me love of knowledge; and to my wife, Terri, and daughter, Ariel, for instilling knowledge of love. m VTTA August 11, 1956 .......................... Bora - Newark, New Jersey 1978 ............................................. B.A, University of Wisconsin 1979-1982.................................... Investigative Reporter/News Reporter, WAOW-TV, Wausau, Wisconsin 1983 ........................................... M.A, School of Journalism, Ohio State University 1984-1985 .................................... Producer, WOSU-AM/FM/TV, Columbus, Ohio 1985-1987 .................................... Editor of Broadcast Services, Ohio State University, Columbus, Ohio FIELDS OF STUDY Major Field: Communication Studies in Regulatory Economics (Dr. Douglas N. Jones) IV TABLE OF CONTENTS DEDICATION................................................................................................... ii ACKNOWLEDGMENTS................................................................................. iü VTTA .................................................................................................................. iv UST OF TABLES .......................................................................................... viii UST OF FIGURES........................................................................................ ix CHAPTER PAGE I. INTRODUCTION AND FRAMEWORK....................................... 1 Introduction........................................................................................ 1 Overview ............................................................................................ 4 C o n tro l............................................................................................... 4 Purview ............................................................................................... 9 Progranuning-Perspective.................................................................. 14 Conception of Audience.................................................................. 19 Tensions within Public Broadcasting................................................ 22 Public Radio Grid.............................................................................. 23 Structural M odel................................................................................. 25 Endogenous Factors......................................................................... 26 Programming..................................................................................... 30 Auàence Characteristics.................................................................. 30 Exogenous Factors: Station-Specific............................................... 31 Exogenous Factors: Station-General................................................ 34 Research Questions............................................................................ 36 n. METHODOLOGICAL CONSIDERATIONS.................................... 37 Implications of Structural Model.................................................... 37 Unit of Analysis................................................................................. 38 M ethod............................................................................................... 39 Historical Episodes............................................................................ 40 The 1930 1E R..................................................................................... 41 The 1949 AUerton House Seminar.................................................... 43 Establishment of NPR: 1969-70 ....................................................... 44 20th Anniversary of the 1967 A ct.................................................... 46 Selected Public Radio Stations , .................................................... 46 Dissertation Outline.......................................................................... 49 m. WNYC RADIO ..................................................................................... 52 Introduction........................................................................................ 52 The 1920s..................................................................................................53 WNYC in 1930................................................................................... 57 Outcomes Summary: 1930 ................................................................ 61 The 1930s.......................................................................................... 61 The 1940s.......................................................................................... 67 WNYC in 1949................................................................................... 68 Outcomes Summary: 1949 ................................................................ 71 The 1950s and 1960s....................................................................... 71 WNYC in 1969................................................................................... 74 Outcomes Summary: 1969 ................................................................ 76 The 1970s .......................................................................................... 77 The 1980s .......................................................................................... 80 WNYC: 1987-1990.............................................................................. 83 Outcomes Summary: 1987 ................................................................ 86 IV. WHA RA D IO ....................................................................................... 89 Introduction........................................................................................ 89 Station Origins..................................................................................... 90 The 1920s..................................................................................................92 WHA in 1930 ..................................................................................... 95 Outcomes Summary: 1930 ................................................................ 97 The 1930s...............................................................................................97 The 1940s..............................................................................................