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Argument 93
The following appeared in a memorandum from the manager of WWAC radio station.
"To reverse a decline in listener numbers, our owners have decided that WWAC must change from its current rock-music format. The decline has occurred despite population growth in our listening area, but that growth has resulted mainly from people moving here after their retirement. We must make listeners of these new residents. We could switch to a music format tailored to their tastes, but a continuing decline in local sales of recorded music suggests limited interest in music. Instead we should change to a news and talk format, a form of radio that is increasingly popular in our area."
Write a response in which you discuss what questions would need to be answered in order to decide whether the recommendation and the argument on which it is based are reasonable. Be sure to explain how the answers to these questions would help to evaluate the recommendation.
提纲:1. 什么原因导致了电台听众人数的下降
2. 什么原因导致了音像制品店的倒闭
3. WWAC与其他电台是否具有可比性
写作:
In this argument, the author recommends that WWAC radio station should change to a news-and-talk format. To support this recommendation, the author cites some facts as following: (1) the number of listeners has been declining although the population in our listening area has been growing; (2) these new comers seem to have limited interest in music: several local stores selling recorded music have recently closed; (3) News-and-talk format is a form of radio that is increasingly popular in our area. However, this argument suffers from some critical fallacies.
In the first place, the author falsely indicates that the radio station’s current rock-music format results in the decrease of listeners. The problem is what may account for the decrease. The author provides no evidence that his reason is statistically reliable. It is entirely possible that this conclusion totally derives from the author’s subjective speculation. Moreover, the author fails to consider that how many people has been increasing in listening area and what background and occupation they stand on when refers the population growth has resulted mainly from people moving to the area after their retirement. Such factors like this also play an important role in the tendency of listening radio of the increased people.
In the second place, the author tends to change to another kind of music in order to increase audience, but the fact that several local stores selling recorded music have recently closed suggests that the increased people are not interested in music format. The question is what leads to the close. Perhaps the general economy suffered from formidable doldrums that serves to the close, or perhaps hundreds of businesses were plunged in economic vicious circle for the seriously violent competition among them, which invited the local depression. For that matter, the phenomenon that many stores have closed cannot avoid. Thus, without better evidence to illustrate what cause this phenomenon, the argument can be rejected out of hand.
Finally, a threshold problem with this argument is whether the two radio stations are comparable. The author unfairly assumes that since news-and-talk format is popular in other radio station it will also be popular in WWAC radio station. It is entirely possible that news-and-talk format cannot attract more people in the author’s area due to the difference of population construction, consumer taste and operating mode. In short, lacking evidence that conditions on the two radio stations are relevantly similar, the author cannot convince me.
To sum up, the argument mentioned above is not based on valid evidence or sound reasoning, neither of which is dispensable for a conclusive argument. In order to draw a better conclusion, the author should reason more convincingly, cite evidence that is more persuasive and take every possible consideration into account.
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