The Small, But Mighty: College Radio

College Radio Blog Post

ES 241: Environmental Journalism

By Alexis Jones, September 25, 2021

College radio has roots in the late 1900s where it was originally used for education. However, the focus of college radio has shifted now and “bec[a]me an indispensable musical tastemaker, with trade magazines and multiple nationwide charts tracking the growing popularity of the market” (Lozana, 2017). But no matter the focus, it is still college students volunteering their time and dedication that allow college radio stations to stay active. 

Present Challenges In College Radio

Though the dedication is there, college radio has proved to be a challenging mediascape to maintain in current times. “‘College radio is really the only current radio format where new and undiscovered music can rise to the top organically’” (Quoted in Lozana, 2017). Despite this, “[a] nationwide survey on media consumption” found that a majority of young people use Youtube or other streaming services such as Pandora, Spotify, and SiriusXM to find new music (Lozana). In current times, there are many resources that allow for music discovery which makes it challenging for college radio to stay relevant and ahead. With time, has come technological advancements which have their benefits but also led to college radio taking a backseat as newer, catchier, and more convenient ways to discover and listen to music have come with the change of times. 

Another obstacle college radio stations have had to face is that decreased participation in this media form has led to an increase in colleges selling their radio licenses. When students are not listening to the radio or volunteering to keep it running, it can be more profitable to sell their radio licenses. For example, Vanderbilt Student Communications sold its radio license for over $3 million dollars (Lozana, 2017). However, selling licenses comes with disadvantages as well for the radio stations and the local community. Selling licenses can be “messy, divisive, and upsetting” and can “[cut] off exposure for nearby businesses and artistic communities” (Lozana). 

The loss of college radio stations is also a loss to the community as it is a loss of independent voices. Less local radio stations with the freedom to express what they wish, “[increases the] uniform sound and voice informing the day-to-day listening habits of metropolitan areas across the country” which is extremely limiting to the diversity needed to better educate the community (Lozana, 2017). “In an ideal world, college radio…[allows for] freeform programming that’s community organized and unentangled in market-based obligation” (Lozana). Limiting radio leads to a loss of freedom of speech.

College Radio Is Still Tuned In

Simply put, traditional radio is not our go-to method of information retrieval or entertainment any longer. However, this does not mean that college radio does not have unique advantages. 

College radion allows for “creative expression [and] skill development” as well as “autonomy,…freedom of speech, [and] experimental drive” (Lozana, 2017). College radio stations are not restricted by a larger company that is creating content for profit which allows them the flexibility to air what the college students are most interested in. Not only are they able to air what they want, but they are also able to air it how they want. There are no language stipulations and or limitations to be politically correct. 

Another large advantage of college radio stations is the college students. College is a time of breaking from the boundaries of what we have always known and been taught to believe in a new world of exploration that takes our minds into uncharted territory. We can pull from classes, social interactions, etc. that allow for us to focus on unique stories and create programming that fits a particular niche rather than trying to appease a certain audience base. Personal exploration allows for creativity. 

College students are also passionate. Another advantage discussed by Lozana is that students working at college radio stations are more motivated and dedicated to creating worthy content. 

Even President Barack Obama recognizes the value in college radio as he stated that “‘By empowering students to add their voices and opinion to the airwaves and connect listeners to new ideas and artists, college radio fosters creativity, promotes emerging musicians, and serves as a platform for students to engage with one another’” (quoted in Lozana, 2017).

What do these advantages mean for the future? Though there has been a reduction in college radio stations and their listeners does not mean that the ones still present are not creating worthy content. College radio has stood the test of time and is here to stay. Time for you to tune in!

This story was updated on 12/7/2021. The primary changes were links to sources within the body of the work.

Lozana, K. (2017, February 8). Does college radio even matter anymore?. Pitchfork.