Introduction
The arrival of Sputnik in the 1950s ushered in an era of academic introspection for the west and an explosion of scientific curriculum. Likewise, during that cold war period, the potential of Soviet aircraft attacking major U.S. cities with nuclear weapons initiated a drive to produce a warning system, CONELRAD, (Controlling Electromagnetic Radiation) that could alert the public of danger and at the same time scramble navigation systems on board incoming bombers so as to divert them off target. In that same context, in a post 9-11 world, conversation in governmental and some private circles is once again focusing on the idea of civil defense and the development of early public warning systems. The issues surrounding Homeland Security are certainly a part of the stimulus for this research.

         What emerged from CONELRAD evolved into what is presently in use; the Emergency Alert System (EAS). Collectively, the EAS is part of a national warning system which also includes the use of the National Oceanic and Atmospheric Administration's (NOAA) Weather Radio system presently operated by the National Weather Service (Partnership for Public Awareness 2003). However, many things have changed in both broadcast technology and the policies regulating the medium that has traditionally distributed these emergency messages (EM). The EAS is technically a stand-alone system made to robotically deliver messages when prompted by a digital code. Yet this system, like all before it, operates within a human matrix that produces a wide range of variables for its effectiveness. Human factors include those on both the side of the broadcaster as well as the listener. Additionally, national, state and local EAS plans organize the operation of these stations. Likewise, the Federal Communications Commission (FCC) regulatory policy and philosophy that provides direction for these stations sets a tone for their overall operations and, in turn, the dynamic that drives these stations for economic profit.

           This research defines the human components of this operational matrix in terms of localism. Localism is a term long used by the government regulators of broadcasting to define both the spatial distribution of stations within markets and the scope of the service these stations provide for these markets (Newton G. 1995). Similarly, in the current literature, much of what is being said today about deregulation reaches into issues surrounding localism and the EAS.

            It is the purpose of this research to examine the operation of the EAS in the context of localism. This is accomplished through the observation of how effectively the EAS is being utilized by radio stations and, conversely, in the context of localism. This research is predicated on the assumption that the EAS operates as a digital thru-way communications system. That is, it requires actuation by some official entity before it can be disseminated through the official channels of radio stations. This activation procedure is done in accordance with state and local communication plans. Thus, in this perspective the notion of localism is an explicit part of the dynamic required to make this system work.

The Problem
The Emergency Alert System (EAS) currently utilized by radio, television, and cable broadcasters has emerged from an infrastructure founded during the cold war. From the CONELRAD days it has passed through two evolutionary stages (both within cold war periods;) the Emergency Broadcasting System (EBS) which replaced CONELRAD during the 1970s and finally the EAS which came on line in 1994. All through this period of development dramatic changes in broadcast technology have occurred. In fact, the EAS system was developed in some respects to facilitate the evolving digital revolution taking place at that time in broadcasting. However, in addition to the evolution of broadcasting technology, the public's response to the medium of radio and television has evolved. Today listeners have many more choices in programming content as well as how the delivery, (both radio frequency (RF) based and information technology based (IT) provides that content.

          Parallel with the increased sophistication of the listening market, there has also emerged a new policy regarding the public regulation of the broadcast bands and the media in general. Deregulation of the FCC has initially advanced the technological revolution and afforded broadcasters an economic landscape of high profits and multiple ownership opportunities.

          Through it all, the EAS has persevered. Outside of its technological changes, the EAS maintains very much the same scope it has had since its beginnings; a means of alerting the public to danger through the use of a network of broadcasting stations. But, can the EAS, a system which still relies on human input, operate effectively in the matrix of the current broadcasting environment? an environment; especially in radio, in which more emphasis on technology has supplanted the human element, especially in local programming. Some research suggests that it is a deregulated environment that has stimulated failures in the EAS such as those that occurred in Minot, ND in 2003. Whereas, in the past, local radio dedicated itself and staff to its roll as a functional part of the American defense system, does this kind of commitment still exist in the environment of-out-of state ownership, robotically run stations, and voice-tracked programming? Has the technology of the emergency alert network become so complex as to be self defeating? Does the EAS really work today?

Methodology and Questions Addressed By This Study
This research limits its focus to AM (and some FM) radio broadcasting. It attempts to evaluate the role of the EAS in the context of the new localism which, unlike broadcasting of the past, is today predominantly controlled by satellite feeds and automated formatting. The research considers the influence of multiple and out-of-locality ownership of stations and how this aspect of deregulation has redefined the notion of localism and, in turn, how this aspect has impacted local radio as an EAS delivery medium. It also considers the diminishing role the Federal Communications Commission plays in policing broadcast operations and how the quality of broadcasting relates to the successful operation of EAS. Finally, from a human perspective, this research reviews the human interface with the EAS system and the role emergency management organizations play in implementing emergency messages and facilitating the use of private radio stations for emergency message dissemination.

 

Observations and Outcomes for this study are derived from the following seven components:
1. INTERVIEW METHODS: To derive an understanding of issues and perspectives surroundiing the use of the EAS in an immediate sense, this research relies partly on interviews with professionals within the radio industry and the emergency management community.
2. REVIEW OF THE LITERATURE: A dearth of literature exists in the area of how the EAS as a messaging network specifically interacts with the notion of localism. In contrast, a considerable amount of discussion is devoted to deregulation in general and how deregulation has collectively ruined local service and consequently precipitated a landscape of stations with little or no concern for the public interest. As for the EAS, much of this literature points to the breakdown of the system in Minot, North Dakota. This study holistically considers this literature.
3. TRAIN DERAILMENT EVALUATION MODEL: Using the model of a train derailment in Minot, North Dakota, this research evaluates the after effects of this event and what role radio played in the EAS dissemination process. It then, through interviews, revisits this event and considers the changes that have been made at the local emergency management level. Furthermore, based on the impact that this event had with respect to the literature of EAS and deregulation, this research considers this model and applies survey techniques to a recent derailment near Madona and San Antonio, Texas. Appendix I details a survey conducted with stations in the San Antonio area. This research evaluates the role the EAS played in this event.
4. A NATURALISTIC INQUIRY CONDUCTED OF EXISTING SURVEY DATA: In order to compare some form of data with the naturalistic (Lincoln and Guba 1985) findings of this study, a survey conducted in 2003 by the Media Security and Reliability Council was evaluated on the basis of a defined operational definition of Localism. Appendix II describes the PPW information.
5. EMERGENCY PUBLIC SERVICE BROADCASTING: This inquiry provides examples of how two stations, KPQ, Wenatchee, Washington (medium market size station) and KMIN in Grants, New Mexico, (small market size station) have successfully incorporated emergency public service programming into their formats.
6. EAS RADIO STATION SURVEY: A survey is conducted with a selection of stations located within communities similar in size to Minot, North Dakota and having proximities corresponding to main-line rail operations within the United States. Questions related to local EAS responsibilities is queried in this survey. The responses to this outline is found in Appendix III.
7. PROGRAMMING QUALITY MONITORING PROJECT AND SITUATION REPORTS: Appendix IV provides situation reports that are the result of formal air monitoring of various stations. They are included so as to support the naturalistic approach of this study. These examples suggest the propensity for anomalies that can be found in particular programming styles.

Given these seven components, this research attempts to answer the following questions:
1. How is the new localism defined in contemporary broadcasting?
2. Does the EAS work within the realm of the New Localism?
3. What role does localism play within the scope of the EAS?
4. How does the EAS equate with emergency public service broadcasting?