in February 1999presents at the radio station, 2UE were issued with a memo by programme directors john Brenan, with the backing of senior management, ordering them to refrain from making advertise on-air comment about Mc Donald, the presenters included Alan Jones, John Stanley, mike Carlton, peter bosely, ray Hadley and stan zenmanek. text in the memo was explicit: it is obviously imperative that no derogatory comment about the Mc Donald was worth $170,000 and management was concerned to retain revenue.

speaking for mC Donald's, John Blyth denied that the company would make a favaubale editorising a condition of an advertising contract and state the company had no knowledge of the 2UE memo.

in a letter to the Australian on 21 July the 2UE chief, john Conda, admits the memo was issued by John Brennan but said that it had immediately afterwards been elaborated upon, making it clear to presenters that their freedom wasn't in question, just that they should make fun of MC Donald apps.

the memo was seen to confirm that the editorial comment bt presenters were controlled by station management to please advertisers contradicting MR. Conde's public position on the role of the management in the bankers affair and breaching the commercial radio od practise which has explicit guidelines around accuracy and fairness of news and current affairs presentation.

in august, the Australian broadcasting authority is holding an inquire into 2UE which investigatio=ng the memo. it is. possible that the voluntary Code may be examined later by the ABA in a public forum, that there may be moves away from self-regulation stations

required:

using legitimate theory as a basis of your argument why a company such as McDonald wouldn't want a radio station to make adverse comments about it.

b. if the station does make an adverse statement, how MC Donald react from a cooperate discourse perspective?