By David Nylund, Eric Anderson
Appears at modern activities speak radio and its kin to either conventional and more recent varieties of masculinity.
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Additional info for Beer, Babes, and Balls: Masculinity and Sports Talk Radio
Without them we can’t give our listeners the sports stuff they want. But it is hard to always push new products like the latest gadget or male enhancement pills! I got into this business because I love sports and call-in programming, not to push products. Sports talk radio stations have also been criticized by media watchdog groups for their lack of journalistic credibility and impartiality. Many inside the sports radio industry 31 local sports hosts throughout the United States are also employed by major sports team franchises to broadcast games.
I don’t take it that much to heart. The way I look at it, when the ratings are good, they’re never good enough. And when they’re bad, I take it personally. My job . . I have to be the number one in my target demographic. (p. 165) Many spoke of the multiple balancing acts that sports radio work involves, including the pressure to attract advertising revenue while staying loyal to callers. ” Attracting advertising revenue is a constant source of tension for many, particularly for the station manager I interviewed.
It’s bullshit. If we are supposed to have journalistic freedom, we should be able to rip a coach/player/organization without them or their sponsors being upset about what you said. 32 Beer, Babes, and Balls The tension between journalistic independence and the necessity to maximize advertising revenues may be a sign of the paradoxes and ambivalences of current masculinities as well as a reﬂection of the dynamics of commercial culture. Many of the products advertised on sports radio—automobiles, beer, gadgets, and male enhancement pills—are reﬂective of the laddish masculinity mentioned earlier (Benyon, 2002).