chapter  11
Productive partners—the view from radio
ByPeter Evans
Pages 14

There are at least three reasons why social scientists should be aware of how the media work. The first is academic. Media communication is itself a thriving and productive branch of social and behavioural science. The second reason is pragmatic. By knowing more about how the media operate-the editorial processes involved in translating the output of research into programme material-the individual social scientist or department is better placed to make a media impact, if that is desirable. That brings us to the third reason, an economic one. It is now obvious to all but the most recalcitrant ostriches that media attention is worth having. It raises the profile of a department in a costconscious competitive milieu. It enhances the marketability of a discipline by telling the world that this or that research is a Good Thing.1