Commercial Radio as Communication From what I have understood, the reading defines communication, based on broadcasting and listening, as a "significant component of social action" which in a way, disregards purpose, innovation, medium of expression and the audience. These four issues that commercial radio neglects are essential to the nature of communication. They are interdependent and constitute the perennial interplay between broadcaster and listener. Communication based on broadcasting and listening is a social action because it is oriented towards others. The broadcasters are intent on getting their audience's attention. They achieve their goal thro