GASPRO International Journal of Eminent Scholars

ABSTRACT

This study explores the need for assessing radio caller civility in phone call interactions, emphasizing its impact on public discourse and media credibility. Caller civility refers to the practice of engaging in respectful, constructive discussions without hostility or disruptive behavior. Research suggests that factors such as political polarization, anonymity, and emotional agitation contribute to uncivil exchanges, affecting audience engagement and program effectiveness. The study highlights the role of media organizations in fostering civility through caller screening, behavioral guidelines, and moderation strategies. Ensuring respectful communication enhances the quality of discussions and strengthens democratic engagement. Additionally, balancing free speech with responsible discourse remains a key challenge in radio broadcasting. The research underscores the importance of continuous assessment to develop effective interventions. AI-based moderation tools and ethical broadcasting codes are identified as potential solutions to curb incivility. The study concluded that implementing measures like caller screening, behavioral guidelines, and AI-based moderation can help foster a more civil media environment. The study also recommended that radio stations should establish a screening process to assess caller intent and ensure discussions remain constructive and respectful before going live.

KEYWORDS: Need Assessment, Radio Caller Civility, Phone Calls