The transformation of moroccan audience réception of foreign radio discourse: From strong influence to declining credibility

Abstract

This article aims to analyze the transformation in the role of foreign radio in shaping Moroccan public opinion, shifting from a highly influential media actor during the traditional broadcasting era to a more limited and conditional actor in the contemporary media landscape. It is based on the central assumption that the decline of this influence cannot be explained solely by changes in media platforms or decreasing listening rates, but rather reflects a deeper transformation in audience reception structures, awareness, and media behavior, within broader communicational and cultural shifts.

The study adopts a theoretical socio-media approach based on a comparative analysis between two periods: an earlier phase characterized by limited media alternatives and high levels of trust in foreign radio, and a contemporary phase marked by the diversification of news sources, the proliferation of digital media, and a rising level of media awareness. This analysis is further supported by an empirical component based on a field survey conducted with a sample of 224 participants, selected through purposive sampling using the snowball technique and administered online via Google Forms, with the aim of measuring levels of trust, perceived influence, and audience reception patterns.

The study draws on key contributions from media effects theories, particularly Katz and Lazarsfeld’s work on limited effects and the role of social mediation, as well as Castells’ concept of the network society, which explains the decline of traditional media monopolies in the digital age.

The findings indicate that Moroccan audiences increasingly engage in critical reception characterized by caution and comparison across multiple sources, reflecting a decline in the direct influence of foreign radio. The article proposes the concept of “media immunity” to explain this shift, whereby audiences develop critical mechanisms that reduce their susceptibility to media influence, reinforcing their role as active agents in meaning-making within a plural and complex media environment.