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Topic:
The following appeared in a memorandum from the manager of WWAC radio station.
"To reverse a decline in listener numbers, our owners have decided that WWAC must change from its current rock-music format. The decline has occurred despite population growth in our listening area, but that growth has resulted mainly from people moving here after their retirement. We must make listeners of these new residents. We could switch to a music format tailored to their tastes, but a continuing decline in local sales of recorded music suggests limited interest in music. Instead we should change to a news and talk format, a form of radio that is increasingly popular in our area."
Write a response in which you discuss what specific evidence is needed to evaluate the argument and explain how the evidence would weaken or strengthen the argument.
موارد زیر در یادداشتی از مدیر ایستگاه رادیویی WWAC آمده است. "برای معکوس کردن کاهش تعداد شنوندگان، روسای ما تصمیم گرفته اند که WWAC باید سبک موسیقی راک فعلی خود را تغییر دهد." این کاهش، علی رغم رشد جمعیت در محدوده مخاطبین ما اتفاق افتاده است، اما این رشد عمدتا ناشی از مهاجرت افراد به اینجا پس از بازنشستگی است. ما باید شنوندگان خود را از این ساکنان جدید ایجاد کنیم. ما می توانیم موسیقی را به سبکی متناسب با سلیقه آنها تغییر دهیم، اما کاهش مداوم فروش محلی موسیقی ضبط شده نشان دهنده علاقه محدود به موسیقی است. درعوض ما باید به قالب خبری و گفتگو تغییر کنیم، نوعی رادیو که در منطقه ما به طور قابل توجهی محبوب تر است."
پاسخی بنویسید و در آن توضیح دهید که چه مستندات خاصی برای ارزیابی بحث لازم است و شرح دهید که چگونه این مستندات می تواند بحث را تضعیف یا تقویت کند.
NOTE: The above topic has wording similar to Argument Tasks 86, 102, 103 of this Website. However, if you read carefully you will notice that the topic and the task instructions are different. Hence, it is very important to read the topic as well as its instructions completely before you start to write your response.
Strategies
Argument:
This argument uses a decline in listener numbers as justification for changing the radio station's format.
In developing your response, you are asked to identify what specific evidence is needed to evaluate the strength of the argument and explain how the evidence supports or negates the argument.
Facts and Assumptions:
a) The fact is that there has been a decline in listener numbers. This leads to the assumption that the station needs to revise its format. Which demographic has caused this decline? Is the decline sudden, or has it happened over a period of years? Are other stations in the area experiencing a similar decline in listeners?
b) Local sales of recorded music have declined causing the station owners to assume that there is limited interest in music. Why has the sale of record music declined? Does the local store maintain sufficient inventory that includes a wide variety of genres? Has a dip in the general economy of the area contributed to the lack of sales? Has the radio station surveyed the local population to determine what type of music, if any, it is interested in? Has the growth of MP3 players affected the sales of recorded music? Satellite radio has changed the way people listen to music.
c) The decline in listener numbers has led the owners to assume that a news and talk format would attract new listeners. Have the owners conducted a survey to determine if this is the case? If other stations are using this format, is the market saturated?
d) The station owners have assumed that, since the rock-music format has lost its popularity, no other music genre should take its place.
Your notes do not have to be exhaustive. As you begin to write your essay, your brain will generate new ideas. Make certain that you keep the directions in mind as you develop your ideas.
NOTE: The above topic has wording similar to Argument Tasks 86, 102, 103 of this Website. However, if you read carefully you will notice that the topic and the task instructions are different. Hence, it is very important to read the topic as well as its instructions completely before you start to write your response.
Sample 1:
The station manager has assumed that a decline in listener numbers should lead to a change in format at WWAC. This is an executive decision based on lack of concrete evidence. He or she must find out why listeners are abandoning the station before making any drastic changes that could further alienate listeners.
The station manager contradicts the impact of the population growth in the area. On one hand, he implies that population growth should create more listeners, but, on the other hand, implies that, because most of the new residents are retirees, he doesn't expect them to become fans of the current format anyway. Despite that, he wants to make listeners of them and feels that changing the format will do the trick. This could very well alienate the station’s faithful listeners.
This manager associates the low sales of recorded music with a decline in his station’s listeners. He further assumes that people have a limited interest in music overall. The popularity of MP3 players contradicts this assumption. One only has to walk down the halls of any high school or the streets of any city to observe this phenomenon. People are going about their daily routines with wires trailing from earbuds that keep them tuned in. The online music store, iTunes, is doing a brisk business, and one can preview and buy music from the comfort of home. Satellite radio has cornered a portion of the listeners, as well. New cars come equipped with satellite receivers, and satellite dishes attached to homes in every neighborhood bring every genre of music imaginable into homes across the country. Those satellite connections and cable television may deliver several stations devoted to news and talk shows.
Local brick-and-mortar radio stations face many challenges. They, indeed, may have to make some format adjustments, not only to attract new listeners, but to keep the ones that they have. This manager should discover the demographic of the area. Does one particular culture dominate? Does a large portion of the population speak Spanish or French? Are there a number of devotees of opera or classical music? It could be that the station doesn’t offer enough variety. Switching to a talk format would still make WWAC a one-note station. If the manager is basing his decision on the popularity of talk shows already being broadcast in the area, is he moving into a market that is already saturated? It certainly won’t make WWAC stand out among its competitors.
WWAC’s manager may need to revisit what has worked for the station in the past. When were its listener numbers the greatest? What was the station doing at that time? Was it running a promotion? Were listeners able to call in and make requests for special songs? When did listener numbers begin to decline? Has the decline been gradual or sudden? Are other stations experiencing the same phenomenon? At the very least, the station manager should conduct a survey of resident’s in the station’s broadcast range to find out their ages, interests, and tastes in music. If he tunes his listeners out, they won’t tune in to WWAC.
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