The purpose of this investigation was to examine the role of sport and education in community service promotional events that have been conducted by commercially licensed Black/urban radio stations. Four events were examined: The River City Football Classic in Louisville, Indianapolis' Coca-Cola Circle City Classic, Black Expo Chicago, and Unity Weekend in Philadelphia. These promotions have not only honored African American athletes, but have also encouraged African American students to participate in sport events and attend African American colleges or universities. Information was gathered through personal interviews with radio station management, newspaper clippings, stations' public files, promotional file material, and observation of the promotional events. Through creative partnerships with local business, corporate sponsors, and local government, these radio stations have been able to promote events that they could not otherwise afford. Finally, the problems inherent in the corporate sponsorship of these events by alcohol and tobacco companies will be discussed.
Get full access to this article
View all access options for this article.
References
1.
A curtain call for the feeling of Unity Day. (1992, August 17). Philadelphia Inquirer, p. B1-B2.
2.
Alcalay, R.
, & Taplin, S. (1989). Community health campaigns: From theory to action. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (pp. 105-129). Newbury Park, CA: Sage.
3.
Allen, R. L.
, Dawson, M. C., & Brown, R. E. (1989). A schema-based approach to modeling in African American racial belief system. American Political Science Review, pp. 426-438.
4.
Amuleru-Marshall, O.
(1989/1990). Substance abuse among America's youth. Urban League Review, 13(1/2), 93-98.
5.
Anderson, K.
(1992, August 6). Interview with general manager. Philadelphia: WDAS-AM/FM.
6.
Anderson, T.
, & Harris, W. M. (1990). A socio-historical and contemporary study in African Americans in U.S. corporations. The Western Journal of Black Studies, 14(3), 174-181.
7.
Black Expo Chicago. (1993). Program guide. Chicago: Author.
8.
Black radio: On a high wire with no net. (1970, August 31). Broadcasting, pp. 44-50.
9.
Blake, J. P.
(1992, August 17). Throngs enjoy parkway party. The Philadelphia Daily News, p. 6.
10.
Bloomquist, R.
(1991, November 29). The lack of Black talkers: “Waiting for Jackie Robinson.”Radio & Records, p. 40.
11.
Boyce, R.
(1991, April 4). Interview with community service director. St. Louis: KMJM-FM.
12.
The broadcasting yearbook. (1992). Washington, DC: Times/Mirror, Broadcasting Publications Inc.
13.
The broadcasting yearbook. (1993). Washington, DC: Times/Mirror, Broadcasting Publications Inc.
14.
Brown, A.
(1993, August 27). Interview with station manager. Indianapolis, IN: WTLC-FM.
15.
Brown, F., Jr.
(1990, November 19). African American broadcaster: The link to their communities. The Pulse of Radio, 5(46), 22-24.
16.
Brown, J. D.
, Childers, K. W., Bauman, K. E., & Koch, G. G. (1990, February). The influence of new media and family structure on young adolescents' television and radio use. Communication Research, 17(1), 65-82.
17.
Bunzel, R. E.
(1992, January 13). AMs take five top spots in arbitron. Broadcasting, pp. 84-85.
18.
Caffey, R.
(1992, February 11). Interview with vice president/general manager. Memphis, TN: WDIA-AM/FM.
19.
Cantor, L.
(1992). Wheelin' on Beale. New York: Pharos.
20.
Cobo, L.
(1991, January 7). Philly station giving power to the people. Broadcasting, p. 89.
21.
Coca-Cola Circle City Classic. (1993). Indianapolis: Indiana Black Expo.
22.
Collins, E. S.
(1992a, June 24). Interview with promotion director. Philadelphia: WDAS-AM/FM.
23.
Collins, E. S.
(1992b, July 25). Interview with promotion director. Philadelphia: WDAS-AM/FM.
24.
Crompton, J. L.
(1993, December). Sponsorship of sport by tobacco and alcohol companies: A review of the issues. Journal of Sport & Social Issues, 17(3), 148-167.
25.
Dates, J.
(1990). Commercial television. In J. L. Dates and W. Barlow (Eds.), Split image: African Americans in the mass media (pp. 298-299). Washington, DC: Howard University Press.
26.
Davison, W. P.
(1988). Mass media, civic organizations and street gossip: How communication affects the quality of life in an urban neighborhood. Working paper. New York: Gannett Center for Media Studies.
27.
Day of music draws thousands to Cooper Creek. (1991). Columbus Ledger-Enquirer. Columbus, GA: Promotional file of WOKS-AM/WFXE-FM.
28.
Destito, J.
(1993, August 27). Interview with marketing/promotions director. St. Louis, MO: KMJM-FM.
29.
Family day. (1992, June). Promotional announcement. Columbus, GA: WOKS-AM/WFXE-FM.
30.
Ferretti, F.
(1970). The White captivity of Black radio. Columbia Journalism Review, 9(2), 35.
31.
Garland, P.
(1988). The Black press: Down but not out. In R. E. Hiebert & C. Reuss (Eds.), Impact of mass media (pp. 337-339). New York: Longman.
32.
Generation gap. (1993). Weekly radio program. Kansas City, MO: KPRS-FM.
33.
George, N.
(1988). The death of rhythm & blues. New York: Pantheon.
34.
Ghee, K. L.
(1990). Enhancing educational achievement throughout awareness in young Black males. Western Journal of Black Studies, 14(2), 77-89.
35.
Hale-Benson, J. E.
(1986). Black children: Their roots, culture, and learning styles. Baltimore, MD: John Hopkins University Press.
36.
Harvey, W. B.
, Bitting, P. F., & Robinson, T. L. (1989/1990, Summer/Winter). Between a rock and a hard place: Drugs and schools in African American communities. Urban League Review, 13(1/2), 113-128.
37.
Hutton, F.
(1992, Fall). Social morality in the antebellum Black press. Journal of Popular Culture, 26(2), 71-84.
38.
Indiana Black Expo, Inc.
(1993). Brochure. Indianapolis, IN: Author.
39.
Johnson, P.
(1992, August). Black/urban radio is in touch with the inner city: What can educators learn from this popular medium?Education and Urban Society, 24(4), 508-518.
40.
Johnson, P.
, & Birk, T. A. (1993a). Black/urban radio's community service mission: Participation in education issues and events. Excellence & Equity, 26(2), 41-47.
41.
Johnson, P.
, & Birk, T. A. (1993b). The role of African American owned radio in health promotion: Community projects targeting young African American males. Urban League Review, 16(2), 85-94.
42.
Keith, M. C.
, & Krause, J. M. (1989). The radio station. Boston: Focal.
43.
Lacey, N.
(1991, September 23-27). Effort to collect school supplies for students nets 30,000 pounds of notebooks, pencils. Memphis Business Journal. Duplicate, WDIA-AM/WHRK-FM promotional file.
44.
Layton, K.
(1990). Covering education fairly takes cooperation. The School Administrator, 47(7), 9-13.
45.
List of current Black owners of radio and television stations in America. (1995). Washington, DC: National Association of Black-Owned Broadcasters.
46.
Love, W.
(1989, December 15). Fifty years and counting: Legendary WJLB keeps on kickin'. Radio & Records, pp. 75-76.
47.
Love, W.
(1990a, October 5). Ganging up on gangs, radio fights crime. Radio & Records, p. 50.
48.
Love, W.
(1990b, September 7). Grambling kicks off radio network. Radio & Records, p. 74.
49.
Love, W.
(1990c, September 14). 12-year tradition: WDAS celebrates unity. Radio & Records, p. 97.
50.
Love, W.
(1990d, November 9). WLOU turns 40 in “classic” style. Radio & Records, p. 48.
51.
Love, W.
(1991a, July 26). Celebrating tradition, WQUE, KJMS observe Juneteenth Day. Radio & Records, p. 42.
52.
Love, W.
(1991b, August 9). Stations set aside music for community service. Radio & Records, p. 36.
53.
Love, W.
(1991c, September 27). WDAS brings Philly together: Twelfth annual Unity Day focuses on community, youth, and family fun. Radio & Records, p. 50.
54.
Love, W.
(1991d, November 22). WJLB: Winning with 18-34s. Radio & Records, p. 40.
55.
Love, W.
(1991e, June 14). WXYV's winning ways. Radio & Records, p. 48.
56.
Love, W.
(1992a, July 10). KGFJ celebrates birthday. Radio & Records, p. 32.
57.
Love, W.
(1992b, August 21). KJMZ heats up Dallas battle. Radio & Records, p. 41.
58.
Love, W.
(1992c, February 7). WLIB/NY helps Haitian refugees. Radio & Records, p. 44.
59.
Love, W.
(1992d, July 31). WUSL's summer of'92: Back-to-back promotions have Philly turning up the power. Radio & Records, p. 34.
60.
Love, W.
(1994, February 25). Steady growth in all sectors. Radio & Records, p. 27.
61.
Marsh, H. W.
(1993). The effects of participation in sport during the last two years of high school. Sociology of Sport Journal, 10, 18-43.
62.
Minority Media Associates. (1992). Press release. Philadelphia: Author.
63.
National African American family summit summer celebration. (1993). Program guide. Indianapolis: Indiana Black Expo, Inc.
64.
Nelson, C.
(1993, February 18). Interview with news director. Compton, CA: KJLH-FM.
65.
Newman, M.
(1988). Entrepreneurs of profit and pride: From Black-appeal to radio soul. New York: Praeger.
66.
Patton, M. Q.
(1990). Qualitative evaluation and research methods. Newbury Park, CA: Sage.
67.
Powell, A., III.
(1993). You are what you hear. Media Studies Journal, 7(3), 71-76.
68.
Rada, J. A.
(1994, March). Color blind-sided: Racial bias in network television's coverage of professional football games. Presented at the Broadcast Education Association Annual National Conference, Las Vegas, NV.
69.
Radio format special report, Part 3. (1990, July 2). Radio Business Report, p. 14.
70.
Radio: The most effective marketing solution to offset newspapers eroding circulation. (1990/1991, December/January). Sound Management, pp. 4-6.
71.
Ratings Report & Directory. (1993). Los Angeles: Radio & Records.
72.
Richardson, C.
(1994, August 20). Interview with vice president and general manager. Birmingham, AL: WENN-AM/WAGG-FM.
73.
Rose, H. M.
(1986, January). Can we substantially lower homicide risk in the nation's larger Black communities? In M. M. Heckler (Ed.), Report of the secretary's task force on Black & minority health 5: Homicide, suicide, and unintentional injuries (pp. 185-223). Washington, DC: U.S. Department of Health and Human Services.
74.
Rosenfeld, M.
(1991, November 15). The deejay's wake-up call, WPGC's Robin Breedon, urging listeners to stop the violence. The Washington Post, pp. F1, F4.
75.
Rudman, W.
(1986). The sport mystique in Black culture. Sociology of Sport Journal, 3, 305-319.
76.
Sack, A.
(1987). College sport and the student-athlete. Journal of Sport & Social Issues, 11(1/2), 31-48.
77.
Sailes, G. A.
(1987). A socioeconomic explanation of Black sports participation patterns. The Western Journal of Black Studies, 11, 164-167.
78.
Sailes, G. A.
(1993). An investigation of campus stereotypes: The myth of Black athletic superiority and the dumb jock stereotype. Sociology of Sport Journal, 10, 88-97.
79.
Settel, I.
(1967). A pictorial history of radio. New York: Grossett & Dunlap.
80.
Sherard, R. G.
(1988). The emergence of Blacks on television. In R. E. Hiebert & C. Reuss (Eds.), Impact of mass media (pp. 328-337). New York: Longman.
81.
Slade, K.
(1993, March). Interview with station manager. Compton, CA: KJLH-FM.
82.
Snyder, E. E.
(1993). Responses to musical selections and sport: An auditory elicitation approach. Sociology of Sport Journal, 10, 168-182.
83.
Spaulding, N. W. (1981). History of Black oriented radio in Chicago 1929-1963. Unpublished doctoral dissertation, University of Illinois at Urbana-Champaign.
84.
St. James, T.
(1992, February 11). Interview with program director. Memphis, TN: KJMS-FM/KWAM-AM.
85.
Surlin, S. H.
(1973). Black-oriented radio's service to the community. Journalism Quarterly, 50, 556-560.
86.
Thomas, S. B.
(1990). Community health advocacy for racial and ethnic minorities in the United States: Issues and challenges for health education. Health Education Quarterly, 17(1), 13-19.
87.
Thompson, D. C.
(1974). Sociology of the Black experience. Westport, CT: Greenwood.
