Mihaly Csikszentmihalyi suggests that creative individuals operate within a system that shapes and governs their creativity while they contribute to and alter that system. From this basis it can be argued that people who are involved in producing, engineering, promoting, marketing, managing, selling and broadcasting cultural products, such as popular music, have become constituent components of the field of contemporary western popular music. Radio PDs and MDs are thus important cultural intermediaries in the flow of music information. Therefore, radio is not only a purveyor of popular music in an endeavour to attract an audience but it is also a significant site of cultural evolution and, as such, an integral component of the system of creative cultural production.
Radio Program Directors, Music Directors and the Creation of Popular Music. Radio in the World: Papers from the 2005 Melbourne Radio Conference (Melbourne 11-14 July, 2005) p. 449-460