Imaginative demographics: the emergence of a radio talkback audience in Australia

Abstract

This article provides a genealogy of the radio talkback audience in Australia. It analyses audiences from the perspective of ‘commodity audience production’ which was first introduced by Dallas Smythe. It also draws on work about the role of affect in cultural theory. The primary material it analyses consists of articles and advertisements from the media and advertising industry journal B&T. It uses this material to discuss issues related to affect and advertising, as well as to provide examples of the conversation about a commodity audience between media and advertisers. It also provides a historical overview of the policy formation in relation to talkback audiences in Australia to make the point about the importance of an authoritative voice in talkback formats.