The Role of Values in Predicting Talk Radio Listening: A Model of Value Equivalence

Nontraditional sources of news, such as talk radio and the Internet, complement and sometimes replace traditional mainstream news sources. Using discriminant function analysis, this study reveals the role of values in predicting listening to political talk and religious radio programs. A model using the construct of “value equivalence” explains value differences between user and media that may affect whether or not news from nontraditional sources will be sought and used. Research questions are answered using data from the 2004 Pew Research Center Biennial Consumption Survey. Using selected independent variables (including value-based variables) to predict listening to the Rush Limbaugh program, 59% of all cases in this study were correctly classified. Using the same set of value-based variables to predict listening to religious radio shows yielded nearly 74% correctly classified cases. An earlier version of this manuscript was awarded first place, debut category, broadcast and Internet radio division competition, and presented at the 49th Annual Convention of the Broadcast Education Association, Las Vegas, NV, April 2004.