PUBLIC PARTICIPATION
In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 24, Heft 1
ISSN: 0033-362X
The Federal Communications Commission (FCC), commercial broadcasters, educ'al stations, the educ'al system & the communications arts are all essential in broadcasting, but the rights & duties of the public should be foremost. Today, broadcasting serves only a minority of the active & none of the latent interests of the people & this situation will continue until 'a substantial portion of the public join the broadcasters & the FCC in defining public interest.' The public has given broadcasters a portion of the public domain asking them to protect & cultivate public interest while engaging in open market competition. The code of ethics evolved in daily competition without explicit public guidance is generally satisfactory though it has sometimes degenerated to the view that anything which interests a good portion of the public is salutory. The responsibility of broadcasters for creating & conditioning their audiences is the basis for recognition of the unwritten contract between broadcasters & audiences to exchange specific information, entertainment, etc, for time & attention. The public thus must participate in deciding broadcasting policy in order to assure its contractual rights & to establish the necessity for them. For the audience to participate a soc invention is required which should include (1) mandatory hearings on the renewal of broadcast licenses, & (2) invitation by a broadcaster to representative members of his audiences to discuss the services rendered. The latter would permit the audience participation in setting standards of program quality. The FCC should require higher standards of intelligence & public service from the licensee, compare promises to actual services rendered at the time of renewal, & increase its attempts to inform the public of its activities & its accessibility. By drawing the public more effectively into the area of broadcasting, the development & regulation of service in the public interest can be more readily assured. C. M. Coughenour.