Radio has reached a point where it is regarded as a reliable speedy mode of communication. Having the advantage of being considered a cheaper mode compared to TV or print media, radio has seen new innovation and renovations over time.
Radio could be the best communication tool due to its vast network if only if it would know how to receive and transmit , allow the listener to speak and listen to him and go an extra mile of establishing a relationship with him instead of isolating . Berlot Bretch insists that radio should strive to give a true character to the public in all occasions.
There was a time technology was advanced enough to produce radio but the society was not advanced enough to accept it. Many listeners of radio remain voiceless despite there being coverage and transmission of knowledge in almost all part of the world. This can be emphasized by Bretch argument that radio is one sided instead of being two. He suggests that radio is purely an apparatus of distribution and sharing information only. Bretch was of the opinion that radio should change this aspect of being a distributor and become a communicator. Radio should not always assume that its literature lacks consequences. The duty of a radio broadcast should be to propose change within its areas of coverage. The fact that radio is on air continuously, the quality, quantity and variety of its programs should aim at giving a true reflection of the society with audience being given a chance to be listened to and express their opinions. Radio has changed people lives on personal level and community level. Some radio programs bring opportunities to the audience to learn new skills, thus improving prospects for self-employment. Therefore, radio should aid in shifting the communications balance from a distant voice controlled from the top, to one in which the voices of marginalized and poor populations can at last be heard.
The increased concentration of mechanical means and increased specialized training should be accelerated. Journalists nowadays have to produce stories for a multimedia world, and with technological developments coming faster and faster, radio practitioners are under increasing pressure. Stories have to be tailored to fit the online platform which comes with streaming services which are constantly hastening the methods of production and distribution. This calls for specialized training in order to fit in such careers and in the end it inspires discipline and professionalism among radio practitioners. Bretch argues that, radio innovation seems utopian because it cannot do all they can do or want to do but such advancements in technology should not concentrate only on the innovation aspect but more on renovation.
Not only should radio be considered a means to pleasure but also a medium that gives social gratification. Too much emphasis in radio stations is based on how much profits they can make at the expense of its audience. Bretch commends that, any attempt by the radio to give a true public character to public occasions is a step in the right direction and apparatus of communication have to play an educational role. As for the technique that needs to be developed for such operations, it must have the objective of turning the audience not only into pupils but into teachers and as well as giving educational content that has human interest.
David Berlo argues that each communication situation is different from the other but they share common elements and this explains why we can have a general model of communications that befits various situations. The broader argument is that communication has the concept of process; a phenomenon which shows the continuous change in time. The dynamism of relationships or events is ever an ongoing process and continuous thus no beginning or end nor a fixed sequence of events. The concept of relativity suggests that any event could be analyzed or described only in light of other events that are related to it and all the operations involved in observing it. The availability of more powerful observational techniques led to demonstration