Radio evolution - ICS - Universidade do Minho

Breaking Radio Boundaries: a new environment for Government Advertising aimed at Young PeopleCampaign themes Ministries 14 Objectives YearsAnti-piracyCultureFight against digital piracy andpromote legal acquisition of digitalcontentAverageannualexpenditure2008, 2010 969,274 €Promotion of culture Culture Promote reading and culture 2008–2010 1,110,595 €Armed forcesrecruitmentDefenceShowcase the armed services as acareer option and boost enlistment2006–2010 7,558,729 €Professional training andlanguage instructionEducationPromote professional training as analternative to university studies andfoster an interest in the study offoreign languages2006–2008 5,913,582 €Highway safetyInterior Ministry (trafficagency)Promote responsible driving habitsand prevent highway accidents2006–2010 14,450,730 €Tobacco, alcohol anddrugsHealth and Social PolicyRaise awareness about the dangers oftobacco, alcoholic beverages anddrugs to reduce youth consumption2006–2007 6,332,690 €Sexual educationHealth and Social PolicyPrevent unwanted pregnancies andsexually-transmitted diseases2006–2010 1,570,604 €ToleranceLabour and ImmigrationFoster peaceful coexistence andrespect for a multicultural society2007 20,275 €Gender violenceLabour andImmigration/ EqualityRaise the awareness of society aboutgender violence and fight to endviolence against women2006–2010 3,770,977 €Housing andemancipationLabour andImmigration/ Equality/HousingPublicize and distribute economic aidfor young people seeking to establishtheir own residence for the first time2006–2008 2,325,483 €Table 6. Thematic breakdown of campaigns considered for this studySource: Authors based on government reports Publicidad y Comunicación Institucional for the period 2006-2010We will now move on from this general description of the campaigns chosen for our analysis to acomparison of the Spanish government’s annual expenditure on youth campaigns and its overall expenditure onadvertising and public information campaigns, as well as a comparison of the media employed in youth andgeneral campaigns.Government advertising in a digital context: the coexistence of radio and InternetAs previously mentioned, the research project of which this study is a part has focused on twocommunications media in particular: radio and Internet. To facilitate year-over-year comparison, figures for boththe number of campaigns and campaign expenditures included in this article have been expressed in percentagesof annual totals. No comparison of absolute figures has been made in order to avoid the distortions that wouldhave been inevitably caused by the fall in government spending on advertising and public communications everyyear since 2008 in reaction to the current economic crisis. Any variation in the number of campaigns carried out ina particular media or in expenditures from one year to the next must be understood within the context of budgetcuts that have affected communications media across the board. We have also chosen not to compareexpenditures for various media, as the variation in rates and costs from one communications medium to another14 As names of ministries varies from one adminstration to another, names in this table have been taken from the most recent report (2010).ECREA: ‘Radio Evolution: technology, content, audiences – conference 2011 | 439