Sports Talk Radio
73
Other reward mechanisms are built into the relationship of the fan to his or
her chosen team, athlete, or in this case, show. Fans achieve heightened self
esteem by “basking in the reflected glory” of their team, even though they have
not contributed to the team’s ability to win (Cialdini, 1976; Lee, 1985), and
similarly, fans of The Jim Rome Show can benefit from the successes of their
favorite show even if they never contribute to the show. This aspect of social
identity theory builds upon the basic concept that individuals’ identification with
the successes of another improves one’s self esteem. The Jim Rome Show
capitalizes on this principle by making clear the success of the program, whether
it is through noting the growing network of new affiliates, thanking staffers for
booking an impressive guest list, or calling attention to instances when athletes
or other media outlets mention the show.
Shared Emotional Connection
The rewards around “basking in reflected glory” presume a strong
emotional connection exists in order for the fan to be invested significantly
enough to achieve increased levels of self esteem. How is this shared emotional
connection established? McMillan and Chavis delineate seven different
components that contribute towards this: contact hypothesis, quality of
interaction, closure of events, shared valent event hypothesis, investment, effect
of honor and humiliation on community members, and spiritual bond.
The contact hypothesis asserts that interaction between members of
different groups can help bridge intergroup differences, if the right conditions
exist—such as situations where similar status is inferred (Aronson, 2006). A
virtual environment has particular challenges and benefits in enacting this
concept, but Amichai-Hamburger and McKenna (2006) have argued that contact
hypothesis can work in a virtual environment, at times even more effectively
than face-to-face. Although their analysis focuses on contact hypothesis via the
internet, several aspects also apply to radio. These media lack many physical
cues such as appearance and dress, and other markers of class and social status
that often exacerbate group differences. Individuals may feel less constrained
with fewer indicators of social roles and hierarchies. Amichai-Hamburger and
McKenna also note the value of participating in the security of a home
environment, even if this is a car or office, since individuals may be more
receptive to accepting other viewpoints in a familiar, private setting.
In terms of the quality of interaction, one presumes that in order for
listeners to continue to tune into the show, they need to perceive a high level of
satisfaction with the quality. Listeners who do contribute cite regularly how the
show is an important part of their routine, or laud the quality of a particular bit
or riff that Rome has just executed. At times, an athlete or other guest might
appear on the show and share some personal situation, such as a health issue that
affects a family member, and invariably, the feedback that follows resounds
with listeners’ appreciation that the topic was raised.
The emotional connection must also have some arc to it in terms of closure
of events, and clearly the format of the show allows this. The show occurs at a