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PP 624
To Leave or Not to Leave: Coverage of the UK Referendum on European Union Membership on BBC and Commercial Radio in June 2016
G. Starkey
1
, K. McDonald
1
1
Bournemouth University, Faculty of Media and Communication, Bournemouth, United Kingdom
Of the two possible outcomes from the June 2016 referendum, the one promising the greater discontinuity for Europe was the prospect of the United
Kingdom leaving the European Union. This vote split a nation, with vigorous campaigning by politicians, economists, business people and even celebrities,
either for the UK to leave or to remain ‘in Europe’. Even political parties were split over the issue. Nonetheless, unlike the press, radio and television broad‑
casters are required by the terms of their broadcasting licence to exercise ‘due impartiality’ over matters of controversy. This ought to have been relatively
straightforward with only two choices for the electorate to decide between, unlike in an election when a range of parties and perspectives on a number
of issues compete for media attention. However, claims and counter-claims of bias began even before the date was announced. This paper presents a de‑
tailed textual analysis of some of the referendum coverage on BBC and commercial radio in the UK in the weeks immediately preceding the ballot. It draws
upon the author’s experience of such textual analysis in the context of general election campaigns and how the BBC’s flagship news and current affairs
programme, Radio 4’s Today programme covered them. It considers such variables as frequency of appearance, airtime, prominence, level of challenge in
interviews and framing devices, such as the way in which different protagonists from each side of the debate were represented in news and programming
discourse. What was the language of the 2016 referendum on ‘Brexit’, and did radio news journalism in the UK meet the standards required of it by both
the Ofcom Broadcasting Code and the BBC Editorial Guidelines?
PP 625
Radio Personalities. Presence and Features as Endorsers of Radio Advertising
C. Muela Molina
1
, S. Perelló
1
, R. Berganza
1
, G. Starkey
2
, R. de Miguel
1
, S. Parratt-Fernández
3
1
Universidad Rey Juan Carlos, Communication Sciences and Sociology, Fuenlabrada, Spain
2
Bournemouth University, Bournemouth, United Kingdom
3
Universidad Complutense de Madrid, Madrid, Spain
The presence of news personalities has been analysed as a form of advertising that features celebrities as endorsers, easy to identify as such by the au‑
dience both in form and content. The endorser appears in a mass media environment outside his/her role as news presenter. However, no studies have
analysed radio personalities as endorsers of advertising in their role as celebrities albeit within their professional environment and fulfilling their roles as
radio presenters. The literature exploring celebrity endorsements has generally employed the source credibility model (Eisend & Langner, 2010; Gaied &
Rached, 2010; McGinnies &Ward, 1980; Mittelstaedt, Riesz & Burns, 2000; Ohanian, 1990; Priester & Petty, 2003), the meaning transfer model (Doss 2011;
McCracken 1989; Silvera & Austad, 2004) or through the congruency between the personalities of the endorsed brand and that of the celebrity (Erdogan
& Baker, 2000; Farhat & Khan, 2011; Fleck, Korchia & Le Roy, 2012; Rossiter & Smidts, 2012). On the other hand, the presence and use of celebrities have
been specially analysed in television and magazines (Black & Choi, 2013; Belch & Belch, 2013; Choi, Lee & Kim, 2005; Stout & Moon, 1990) but there are
no studies focused on radio advertising. Our research is particularly relevant if we take into account the Spanish scenario where very little research into this
topic has been carried out. Spanish radio has large audiences and it is considered by the citizens as the most credible mass media. It is a common practice for
radio presenters or their collaborators to voice advertising embedded within the editorial content of programmes as an additional item. Thereby, listeners
reduce their capacity to activate their attention filters voluntarily when an unexpected commercial communication is included within the information or
news context. The radio personality, in this context, is a well-known journalist, responsible for the running of the programme. As a leader of public opinion,
the presenter's control over the direction of the programme has a great influence on the audience and (a) assumes the roles of editor, columnist and com‑
mentator in news/talk radio stations or (b) plays music, introduces and discusses various genres of music, news or other subjects between songs and hosts
guests.This paper analyses the presence of radio personalities as endorsers during the production and broadcast of programmes and identifies and analyses
the factors regarding radio personalities' involvement with the message, product and brand. Using content analysis, the totality of commercial references
made by radio personalities during 24 hours of programming on the twelve Spanish radio stations -three generalist and nine musical- with the highest au‑
dience ratings were analysed. The analysis mainly shows that advertising radio endorsements are in most cases not testimonial in nature, mainly endorsed
by the radio host, use the second or third person pronoun, call the listener to action and often mention the brand three or four times.
PP 626
Political Frames and Metaphors Through News Radio Programs: The Evolution of “Sovereignism” Frame in Catalonia (Spain)
M. Montagut Calvo
1
, C. Moragas Fernández
1
1
Rovira i Virgili University, Communication Studies Department, Tarragona, Spain
Radio news talk programmes within the Spanish context are a public opinion compass, especially when defining political and media frames (Castelló and
Montagut, 2011). One of the most important political issues in the last 6 years in Spain has been the secessionist movement in Catalonia. In June 2010,
the 'sovereignism”frame was shared by several political parties and had an important presence in the main Spanish and Catalan radio news and gatherings.
Montagut (2012) analysed this frame and its devices, putting special attention to the metaphors used by radio journalists, opinion makers and politicians. In
2016, the concept 'sovereignism”is synonymous with 'independentism”and has radically changed the frame’s borders. This is especially relevant in the use
of metaphors, which are the main device to detect this frame’s evolution. The present paper compares the characteristics of the 'sovereignism” frame in
2010 –based on a previous analysis carried out by the authors (Montagut, 2013)– and the characteristics of the same frame in 2016, focusing on 4 radio
news talk programmes in Catalonia: Hoy por Hoy (Cadena SER), El Món a RAC 1 (RAC1), Las mañanas de RNE (Radio Nacional de España) and Els matins de
Catalunya Radio (Catalunya Ràdio). We applied a frame matrix organized following Robert Entman’s (1999) definition of frame and focused on metaphor
analysis as a principal frame device. Metaphors act as reading guidelines for complex meanings. They are language mechanisms that can lead to a specific
political interpretation on a topic (Musolff, 2004) and, thus, become semantic anchors that can help to determine the frame’s final meaning.Within the pro‑