Religious broadcasting in East Tennessee : a programming analysis of 10 religious radio stations

The purpose of the thesis was to consider the historical rise of religious radio broadcasting and the trends in religious radio programming in East Tennessee. The trends were found through personal interviews and program logs at each of the l0 stations selected. The stations were purposively selected from over 40 religious radio broadcasting stations in East Tennessee to represent all geographical regions.

An historical analysis of the region was necessary first to understand the rise of religious broadcasting in the early l92o's. Soon after the first settlers appeared in the l7oo's, religious denominations sprang up as one of their guiding influences. Circuit riders and preachers roamed the hills of Virginia, North Carolina, and Tennessee spreading the faith of the Baptists, Methodists, and Presbyterians. These three conservative groups set the moral values in East Tennessee for many decades and placed the region in the middle of the "Bible Belt." These Protestant denominations continued to have influence into the 190o's. It is no coincidence that the first radio station in the region had a religious emphasis. Other religious radio stations soon followed setting the tone for religious stations in 198o. In many cases, broadcasting has changed little since 192l. Technology has changed, of course. But the conservative message being preached is the same as is the traditional gospel music. Religious broadcasters do not see this lack of change as a problem. Rather, it is viewed at times as proof that the message presented is timeless and capable of reaping monetary benefits, and therefore should not be watered down with modern-day gimmickry.

The future seems to hold much of the same. Religious broadcasters iii

iv are not planning to provide an alternate source of information and entertainment such as wholesome programming to children, youth, the middleaged, and the elderly. Actually, many broadcasters claim to do that very thing. But analysis of program logs and interviews with owners and managers tells a different story. The religious stations broadcast to a select conservative audience content with the traditional fare as it has been for 60 years. The owners and managers cannot be blamed for their lack of alternate programming. Because the audience is content to listen to the same message, the broadcasters are not going to take a chance alienating the very audience they have tried to build by programming something different.