Finding Power of Hidden Radio Audiences in the Fields of Guatemala |
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| Abstract: | This paper provides a case study of a radio station in Guatemala notable for making programming decisions to serve rural audiences. Sometimes these broadcasters broke with accepted practice and provided programs that some listeners might consider controversial. However, the case study reveals these programs were pitched directly at an underserved niche in the audience of these broadcasters: low-income listeners from indigenous groups. This paper will document the history of these trends and discuss some of the methods of how these broadcasters serve this underserved audience. |
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