US voices on UK radio

Journal/Book: Eur J Commun. 1999; 14: 6 Bonhill Street, London, England EC2a 4Pu. Sage Publications Ltd. 37-59.

Abstract: This article explores the reasons for the frequent use of US voices for station identifications and promotional announcements on youth-oriented commercial radio throughout the UK. Interviews with radio station executives established that US accents are used in order to distinguish station promotional announcements from other audio material, to evoke associations with US popular culture, and because they are a historical remnant of the early days of British 'pirate' radio and commercial broadcasting. US accents also bypass the class distinctions carried by UK accents. Finally, an aggressive US style of vocal delivery has taken on glamorous associations. This 'international pop speak' indexes youth, modernity and contemporary popular culture. The study considers the implications of the use of 'international pop speak' on UK radio in terms of concerns about the consequences of international media flows, and concludes that British traditions are not endangered by the US influence on broadcasting.

Note: Article Morris N, Temple Univ, Dept Broadcasting Telecommun & Mass Media, Philadelphia,PA 19122 USA

Keyword(s): accent; globalization; popular culture; radio; United Kingdom; United States

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