New speakers and language in the media: Audience design in breton and irish broadcast media

Focusing on Breton and Irish, this chapter analyses traditional and post-traditional linguistic variation on minority language broadcast media. The chapter assesses the manner in which minority language radio in Brittany and Ireland negotiates the linguistic and ideological environments in which they operate. The potential audience in both polities includes both traditional and post-traditional users of the relevant minority languages. In turn, the ideological stances on linguistic variation amongst these language users, and potential users, are multifarious. The ways the minority language broadcast media negotiate their linguistic and ideological climate is considered within the audience design framework.