La publicité et les radios locales en Aquitaine
Institution:
Bordeaux 3Disciplines:
Directors:
Abstract EN:
The current use of a technoligy elabored at the beginning of our century was to modify at last the possibility for radio broadeasting and the economic balance of the other means of communication. This was the origin of the free radios which, as they were gainning more listeners, obliged the lawma-kers to turn progressively the principle of the monopoly of the state into an exception. As the free radios, which have became the local radios from 1982, have st-arted an irreversible phenomenon up to the liberalization of the great areas of written and audiovisuel communication, they had, in order to ensure their durability, to fight and look for a way to be financed : advertising which they vere refused to use until 1984. The repeal of the legislature steps, precised in 1982 and in 1984, by the lwas of 1986, didn't coast doubt over this way of financing. , however, the position of the biggest local radios, belonging or not to a network, has made easier the concentration of a market most local and has directed the fighting energy of the concurrent radios. Determined by their parteners (advertising traders and advertisers), refined by the concurrent radios and defined according to the specific needs of the radios, the rules of the game around advertising have standardized as well the dis
Abstract FR:
L'utilisation canalisee d'une technique nee avec le siecle (la radio) devait, a terme, reformer l'acces a la diffusion et l'equilibre economique des autres moyens de communication. Ce fut l'origine du mouvement des radios libres qui en gagnant des auditeurs obliges le legislateur a transformer progressivement le principe du monopole d'etat en exception. Si la radio libre, devenue locale a partir de 1982, declencha un phenomene irreversible vers une libera lisation des grands secteurs de la communication audiovisuelle et ecrite, elle dut, pour assurer sa perenite, conquerir un moyen de financement qui lui sera refuse jusqu'en 1984 : la publicite. L'abrogation du dispositif, legislatif, defini en 1982 et 1984, par les lois de 1986 ne remit pas en cause ce mode de financement. Toutefois, la position des radios locales "le ader", associee ou non a un reseau, a favorise la concentration d'un marche essentiellement local et a canalise l'energie offensive de leurs concurrents : les postes peripheriques. Determinees par leurs partenaires (les regie et les annonceurs), affinees par leurs concurrents et definies en fonction des propres besoins des radios, les regles du jeu publicitaires ont standardise a la fois les circuits de la distribution de la manne publicitaire en direction des radios locales "leader", les types de produits radiophoniques et l'organisation des radios locales privees. La creation de ces modeles a reagi sur les radios les moins performantes. De meme, le contenu des spots