First Advisor

Cynthia-Lou Coleman

Date of Publication

Summer 11-7-2014

Document Type


Degree Name

Master of Science (M.S.) in Communication






Radio audiences -- Montana -- Malta -- Attitudes -- Case studies, Radio broadcasting -- Social aspects -- Montana -- Malta -- Case studies, Internet -- Social aspects -- Montana -- Malta -- Case studies, Rural telecommunication -- Montana -- Hi-Line (Region)



Physical Description

1 online resource (vii, 126 pages)


The study examined how the introduction of high-speed internet into a rural community affected audience members' use of their local radio station. A qualitative case study was guided by uses and gratifications and niche theory. The author conducted interviews with KMMR FM audience members in Malta, Montana, to investigate how the introduction of high-speed internet impacted listener habits. Twenty participants who either listened to or produced content for KMMR FM were interviewed. The author performed a thematic analysis of different uses for the radio guided by typologies created by Rubin (1983), Palmgreen and Rayburn (1979), and Katz, Haas, and Gurevitch (1973). The results showed the internet and the radio gratify different needs for audience members: radio was used the most for local information and the internet for more specialized needs that could not be met by the radio. The findings also showed that the radio is important in fostering a sense of social cohesion within the community


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