Answer the questions below after carefully reading the case study (5.3) – Getting the Message Across.
- Q1. What’s the problem at WCBA?
- Q2. Using SLII as a basis, what would you advise Ann to do differently at the station??
Start your responses with the question number, Q1 or Q2
Getting the Message Across
Ann Caldera is the program director of a college campus radio station (WCBA) that is supported by the
university. WCBA has a long history and is viewed favorably by students, faculty, the board of trustees, and the
people in the community.
Ann does not have a problem getting students to work at WCBA. In fact, it is one of the most sought-after
university-related activities. The few students who are accepted to work at WCBA are always highly motivated
because they value the opportunity to get hands-on media experience. In addition, those who are accepted tend
to be highly confident (sometimes naÃ¯vely so) of their own radio ability. Despite their eagerness, most of them
lack a full understanding of the legal responsibilities of being on the air.
One of the biggest problems that confronts Ann every semester is how to train new students to follow the rules
and procedures of WCBA when they are doing on-air announcing for news, sports, music, and other radio
programs. It seems as if every semester numerous incidents arise in which an announcer violates in no small way
the Federal Communications Commission (FCC) rules for appropriate airtime communication. For example,
rumor has it that one year a first-year student disc jockey on the evening shift announced that a new band was
playing in town, the cover was $10, and everyone should go to hear the group. Making an announcement such as
this is a clear violation of FCC rules: It is illegal.
Ann is frustrated with her predicament but cannot seem to figure out why it keeps occurring. She puts a lot of
time and effort into helping new DJs, but they just do not seem to get the message that working at WCBA is a
serious job and that obeying the FCC rules is an absolute necessity. Ann wonders whether her leadership style is
missing the mark.
Each semester, Ann gives the students a very complete handout on policies and procedures. In addition, she tries
to get to know each of the new students personally. Because she wants everybody to be happy at WCBA, she tries
very hard to build a relational climate at the station. Repeatedly, students say that Ann is the nicest adviser on
campus. Because she recognizes the quality of her students, Ann mostly lets them do what they want at the