A Study on Reception of Tehranian Audience from the Music of "Radio Payam" and "Radio Ava"

This research was conducted to study the factors affecting the music consumption of Radio Payam and Radio Ava, and also identify the audience's perceptions of the music of these two radios. The research was on the peterson's plural readings consumption, the concept of taste and lifestyle theory derived from Bourdieu's approach to cultural consumption and perception theory, with a focus on Hall's approach. To do the research, in-depth interviews were conducted with 23 Tehranian audiences on the two radio channels "Payam" and "Ava", and the theme analysis method was used to analyze the data. The research findings were extracted in the form of 3 main themes and 16 sub-themes. The results showed that the studied samples have a plural readings taste and radio is the second source of access to music for them. According to the theory of rception, the social position of people is the most important factor influencing the meaning they receive from radio music, and each of them based on their social position, personal experiences, values, beliefs and social and political processes, perceive their own meaning from the radios’ musics. Also, the audience interprets the ideology of the content of the music broadcasted on the radio as negotiated, preferred and critical readings, according to their social status and the political atmosphere in the society.