From Broadcasters to Herbal Sellers
The Commercial-Ethical Shift in Indonesian Local Radio
Bibliographic Data
| ID | 21835239 |
|---|---|
| Authors | Muhammad Sufyan Abdurrahman, Encep Dulwahab, Aqida Nuril Salma (0000-0001-9096-8151), Slamet Parsono |
| Year | 2025 |
| Pages | 1-14 |
| Publication date | 2025-06-17 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Radio & Audio Media (JOURNAL) |
| Journal identifiers | ISSN: 1937-6529 • E-ISSN: 1937-6537 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/19376529.2025.2502764 |
| OpenAlex | W4411395005 |
| Language | EN |
| References cited | 30 |
This study examines how local radio stations in West Java, Indonesia, are navigating structural and ethical challenges brought on by digital transformation. Through a qualitative-descriptive approach, in-depth interviews were conducted with twelve key informants—including station managers, herbal advertisers, and representatives from the West Java Regional Indonesian Private Broadcasting Association (PRSSNI). Findings reveal a growing dependence on herbal medicine advertising as a financial survival strategy, especially in the wake of the COVID-19 pandemic, which disrupted traditional revenue models. This dependence has led to programming changes, ethical compromises, and blurred distinctions between public service and commercial broadcasting. The study highlights a shift from community-oriented content toward advertiser-controlled formats, with limited digital integration and declining youth participation. Despite these challenges, radio retains cultural relevance, particularly among older, rural audiences who trust the medium for health-related information. The paper calls for structural reform, stricter regulatory enforcement, and increased investment in multiplatform content strategies to sustain radio’s role in Indonesia’s media ecosystem
Advertising · Business · Indonesian · Asian Culture and Media Studies · Media Studies and Communication · Radio, Podcasts, and Digital Media
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| Citation velocity | historical |
|---|---|
| Highly cited | No |