KOMUNIKOLOGIJA

From the above schemes you can see four important elements. For every communication it is necessary to have people. They are public that we call “communicants”. However, one person is not able to exist independently from other, they have to communicate, one has to listen while other one talks, then the other one has to listen while the first one talks. Unfortunately, part of human nature is to talk but listening is a bit of problem. It is rather often that one person is searching for a friend who will be patient enough and listen. Anyway, it would be useful is we would listen while someone talks but not to think about the next question or about weakness that are not part of conversation issues.
After we found persons willing to communicate we need to have mean or media. You will hear conversations about media quite often, specially if talk or conversation should be on the intellectually higher level but just few of them will find suitable word for media in our language.
The first idea is that the radio, TV or newspapers are media but media is also a person that, for example, communicates with ghost and person that is used for communication between beings from other dimensions to three-dimensional world. Remember – media = mean !!! For people in communication media are mouths, ears, air. You have probably seen science-fiction movies with scenes of space ships, when one of them blows you have heard terrible noise. That is simply not truth. Atoms of the air elements that are transmitting sound but if those elements do not exist them the sound transmissions also do not exist. It means that air (elements that are making air) is a mean too. In radio, mean is equipment but employees are also media while for t he listeners media is whole radio. Listener is not paid to think what is the radio made of, he/she doesn’t have to know that the radio is made of speaker, he/she hears and of persons that are responsible for sound realization, whose voice he/she cant hear but products of their work. Sounds. He/she also does not have to know if the radio has stereo-code or not, he/she only wants to hear what he/she wish to and we have to give it.
When we have persons, their communication and mean, only thing we need more is subject - information. Without information all this would not have value. Information is base of communications, in the books you will find that “the communication is information exchange”.
Now, after we have mentioned four important parts of communication scheme it is necessary to pay attention to persons in communication. Every person has a lot of words in the brain. All what we have red or heard is in our conscience or sub-conscience but what would communication looks like if I would talk about my favorite mountain, favorite shoe and problems of the radio stations in just one sentence? Of course you would have problems following what I’m saying or you would think that it was Haiku poetry. It means that I have to choose words related to the subject. That is coding of the information. Don’t forget because this is very important, it is going deep, even into preparation of broadcasting. For educative broadcastings we are mostly using books, magazines or other sources of information prepared for completely different population than the listeners are. A lot of attention is required to follow happenings in the book or not even one writer has ever made recapitulation or announced future happenings. Sometimes writers are explaining every detail to be sure that readers do understand what he/she wants to say. Try to imagine that we are preparing broadcasting about ecology. We take Biology book for sixth class of primary school and we start to read: ”…biocenosa has been jeopardized with extremely large and uncontrolled using of biotop”. Who wants to listen to this and who understands? Very small number of persons, who we respect, but can’t we prepare broadcasting in a different way?
Book and magazines should and have to be the sources but not the main sources. They should be something to start with. After the book is identified, editor has to suit the text to specific radio expressions because our listeners are not either idiots or computers. What would happen if we would like to have a moment of poetry and start it with “looking from the point of morphology disteric you can feel dirzmurzijalitet of the problem” funny, isn’t it? From this you can see how the expression “mean of the public communication” or “mean of public information” was born. Radio is media or mean that is communicating with public or communicants, or is giving information to the public. From the point of dialogue - it is somehow hard to communicate with yourself. Also, it is hard to inform only about the happenings from inside of the radio station what means that it is necessary to find information initiated by specific communicants so they could be radiocasted to the public. Principles of communication are base of radio and communication is the basic substance of the information exchange (in despite of information kind). The most important part of communication is to understand received information and to forward understandable information. We are talking about decoding.

3.1. Decoding

After we have decoded information we have to pay attention on the noise that could influence on the listener so he/she will listen and suffer or switch the station. All of that depends of one fact – decoding. Simply said, decoding means understanding. If the listener understands what we are saying, if he/she is able to understand the information/if he/she successfully decodes information, he/she will be satisfied. On this level capability, education and adaptation to the situation are on the first place. Often, speaker talks so he/she would fill the “gaps” in the program and to earn salary. Just as a form, every show starts with “it is precisely … hours” or the speaker is constantly repeating “… it is raining outside, take your umbrella…”, just like the listener has no brain or like he/she cares getting wet. Remember, if you have nothing to say just keep quiet. The listener will not mind if he/she hears a song more but he/she will mind if you, as speaker are boring and uninteresting.
It is often that after the information has been decoded, the listener wishes to say something, to give their agreement or disagreement with the presented information. This is an important preposition of two-way conversation that should be developed into communication, dialogue. Until this moment, radio was media of informing in one way, so the listener had to listen and keep quiet no matter whether he/she likes it or not. The listener had to decode offered message and somehow to send it to the speaker. Usually, he/she does it through contact shows, sometimes through letters or by some other way of communicating. Radio Station that cares about listeners will give the best to decode what the listener said. Radio Station that pays attention to its listeners and thinks about advises, proposals, critics, suggestion… has chances to survive. Problem is born in the moment in which Radio Station starts to believe that they have reached the top and that the big number of listeners will listen to them no matter what and how they run they broadcastings. Radio is also suffering of dialectics, he has to change, to adapt its programs. New radio stations are opening every day all around us, they are looking for our mistakes or they are radiocasting shows closer to the listeners so, in the moment we wake up, we have no more listeners! Planet Earth would disappear if she would stop.

4. Structure of the radio program

Program radio of all stations should be made of three components that could be in different relations in accordance to the conception of specific radio station and program policy.
This does not include specialized radio stations that have specific program issues. Public radio stations had and usually still have three different programs that are dominated by each of above-mentioned parts. This does not mean that they have to have 33.33 % of each of those program parts but, in this territory, specialized radio stations that are broadcasting only music or news still do not exist. Most of the radio stations is broadcasting music and commercials during the day so the editors are saying that their radio stations are “music” radio stations. Is this truth or they are calling themselves “music radio station” because more adequate name does for exists? The best example is MTV. Most of people have heard about it if not listened. It is a fact that in their broadcasting the highest percent of time is music compared to the rest of program, but you can also see music news, reports from concerts, tours, or publishing houses, you can see interviews with musicians or persons whose job is related to music, games… This means that, besides music, you can see and hear all styles of journalism. Listener does not want jukebox – that’s not radio and that’s why there is constant need for other kinds of program. This is saying about the need of development of program schemes.

5. Program scheme

"Heart of the program” is program scheme; she contents all what program is. But the listeners are determined not only by program conception but also by focused group / listeners we want to fit the program them. Separation to morning, forenoon, afternoon, evening, night and after midnight program is not only separation by names by also separation by listeners (scheme on the page 7). Specific parts of day could help us to develop program scheme so for example: “market figures” would be useless if we would be broadcasting them in afternoon program or service information of the night program… Morning program is usually informational type. Everyone is interested whether we will have electricity during the day or what is the weather forecast. If we are planing to travel we wish to know condition of the roads or if the buses will be leaving on time (or not).

If our radio station is municipal radio station she has to fulfill the interests of the listeners from that municipality. Whether we are talking about choice of the issues or information, she has to be the first one that will reach the listeners. A lot of radio stations are trying to be more than that so they are broadcasting information from all country (by re-emitting programs of the public radio stations) and leaving putting local information on the second place.

The situation with Swedes local newspapers, Ostra Smoland, published in Kalmar and distributed in that area is very interesting. Forty pages of the newspapers are for the local news and happenings and only two remained for news and happenings in Sweden and the world. Every day journalists has to find interesting happenings to write about. It is necessary to add that Kalmar a city not bigger than Doboj or Mostar! While here, the most common expression is that “nothing is happening here!” Is it truth? Nothing will happen if there is no one to write about it. If something is happening in one part of a city persons that living there will know about it, but the other parts of that city will get that information few days later or maybe will never get it at all. Journalist should look for information and inform as much persons as possible. Our job is not to crate happenings but to inform about them. That is why kind of the station usually determines program conception. There are few private radio stations radiocasted in the larger territory are taking priority from the municipal radio stations they are “moving” faster, adapting to the real needs. Persons without ideas are not made to be radio journalists because they are often not in the right places at the right time or they are not reacting in the right way. Creativity is an important characteristic of the radio journalist, and every creative person has to be intelligent but every intelligent person does not have to be creative. It could be expressed in simple example: all members of Serb Orthodox Church are Serbs but all Serbs are not members of the Serb Orthodox Church! Creative radio journalists have to find their place in the radio scheme and to improve her with their running of the program by that to increase number of listeners (it is understandable that more listeners means better marketing and higher salary).
One of the radio scheme problems is to connect broadcastings into one form. As an example, I will take afternoon program from 08:00 until 12:00. No matter what is the program conception this is the most serious part of program. Our potential listeners are older, retired persons, housewives or persons working in the offices. Number of school children or students that is listening radio program at that time is very low. We are presuming that there is enough time for “ The Subject of a Day”, that we have eloquent speakers in afternoon program and technical possibilities for contact shows. This show would be radiocasted from 10:00 till 11:00 for example. Of course, the structure will depend on fact who the guest is. If the guest is in the studio, most efficient is that after the introduction and presentation of the subject guest answer the questions of the listeners. But, if the guest has been stopped and unable to come there is no reason why this hour should not be used for music show. Guest is never invited few hours before the show so we will know if he is coming or not at least one day earlier. If we are informed that the guest is not able to come, what is very rare, we will try to record the conversation by coming in his office. Also, we have possibility for telephone contact with the person during the broadcasting and after we can “open” phones for the listeners. If we are preparing materials related to the subject and present it during the broadcasting, we will have complete show. If we are talking about connection between the shows in the program it is necessary to pay special attention to the part of program before and after the central shows. If “the subject of the day” is central show of the morning program then half an hour before we should “mobilize” attention of the certain number of listeners, possibly to initiate them to call us so we would have continues calling. The easiest way is to have “selection for a song of a day” or “free personal advertisements”. After “the subject of the day” we should keep their attention with some show with a lot of music. Considering that daily papers are coming late to this territory and standard of living is low it would not be bad to have cooperation with some newspapers and to read titles or topics of the articles. On this way we would insure continuance of the program, without “gaps” or oscillations. This is the only way to keep stabile program.

6. Influence of the radio

Since this media has been established big danger called Tele-hypnoses exists, thanks to awareness of value and possibilities of one-dimension audio perception. When scientists for the first time managed to hypnosis persons by audio communication of the person performing hypnosis and patient it become obvious that the secret of hypnotic possibility is in the structure of the human speech, rhythm, intensity, melody, and other values of speech. Example of Hitler confirms this. For him, Mr. McLuhan said that “he would remain helpless illusionist and beer demagogue without radio!”

Thanks to this media Hitler managed to make create fanatic nation, and to create in ideological and national meaning what no other political leader, orator or scientist wasn’t able to make before. That is why radio has to be used to inform all listeners but, in the same time to be professional and fair (this is the basic assumption of professionalism). This is the only of defense from radio abuse.

Radio speaker has to initiate listeners to receive information by using all possible creative ways, but he can’t forget that radio expression is the fastest of all expressions. That is why radio journalist has to connect interesting consolidated information.