[1] In 1937, the Rockefeller Foundation started funding research to find the effects of new forms of mass media on society, especially radio.
[3][citation needed] Herta Herzog was formerly the Associate Director of the Office of Radio Research where she worked on consulting studies.
Of the estimated six million people who heard this broadcast, they found that 25% accepted the program's reports of mass destruction.
This allowed one not only to find out if a listener liked the performance, but how they felt at any individual moment, through a dial which they would turn to express their preference (positive or negative).
Theodor Adorno produced numerous reports on the effects of "atomized listening" which radio supported and of which he was highly critical.