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Advisor(s)
Abstract(s)
A chegada da internet e o surgimento dos media sociais levaram a rádio a reinventar-se enquanto meio de comunicação, deixando de ser um meio unicamente sonoro. A rádio encontrou nas redes sociais online novas formas de oferecer os seus conteúdos que, agora, para além do áudio, possuem também uma componente visual e textual. O interesse por este tema conduziu à elaboração do presente trabalho, sendo que o mesmo resulta de um estágio curricular na estação de rádio Mega Hits, pertencente ao Grupo Renascença Multimédia, realizado entre novembro de 2022 e maio de 2023, no departamento de produção. A presente investigação tem como objetivo compreender de que forma é que os media sociais são utilizados pela Mega Hits e respetivos profissionais como forma de promover a estação. Deste modo, foi realizada uma análise de conteúdo das publicações feitas nos media sociais desta rádio, em particular no Instagram e TikTok, e, posteriormente, foram realizadas entrevistas a quatro profissionais da estação, de modo a compreender se as perceções dos mesmos correspondem, ou não, aos dados obtidos através do método da análise de conteúdo. Conclui-se que as plataformas de redes sociais Instagram e TikTok se tornaram ferramentas essenciais e importantes para a Mega Hits, que aposta bastante nestas plataformas de redes sociais como forma de promover a estação, sendo que a maioria das perceções dos entrevistados, relativas à relação da estação com os media sociais, coincidem com os dados obtidos através do método da análise de conteúdo. Deste modo, compreende-se que a inclusão de uma vertente visual se revelou crucial na promoção da Mega Hits enquanto estação de rádio, aumentando a proposta de valor da mesma.
The arrival of the internet and the emergence of social media have led radio to reinvent itself as a communication medium, no longer exclusively a sound medium. Radio has found new ways to offer its content on online social networls, which now has a visual and textual component in addition to audio. The interest in this topic led to the preparation of this work, which is the result of a curricular internship at Mega Hits radio station, part of the Renascença Multimédia Group, which took place between November 2022 and May 2023, in the production department. This research aims to understand how social media is used by Mega Hits and its professionals as a way of promoting the station. In this way, a content analysis was carried out of the posts made on this radio station's social media, in particular on Instagram and TikTok, and, subsequently, interviews were then conducted with four of the station's professionals in order to understand whether or not their perceptions correspond to the data obtained through the content analysis method. With this research it was possible to conclude that the social media platforms Instagram and TikTok have become essential and important tools for Mega Hits, which relies heavily on these social media platforms as a way of promoting the station, and most of the interviewees' perceptions of the station's relationship with social media coincide with the data obtained using the content analysis method. In this way, it can be understood that the inclusion of a visual aspect has proved crucial in promoting Mega Hits as a radio station, increasing its value proposition.
The arrival of the internet and the emergence of social media have led radio to reinvent itself as a communication medium, no longer exclusively a sound medium. Radio has found new ways to offer its content on online social networls, which now has a visual and textual component in addition to audio. The interest in this topic led to the preparation of this work, which is the result of a curricular internship at Mega Hits radio station, part of the Renascença Multimédia Group, which took place between November 2022 and May 2023, in the production department. This research aims to understand how social media is used by Mega Hits and its professionals as a way of promoting the station. In this way, a content analysis was carried out of the posts made on this radio station's social media, in particular on Instagram and TikTok, and, subsequently, interviews were then conducted with four of the station's professionals in order to understand whether or not their perceptions correspond to the data obtained through the content analysis method. With this research it was possible to conclude that the social media platforms Instagram and TikTok have become essential and important tools for Mega Hits, which relies heavily on these social media platforms as a way of promoting the station, and most of the interviewees' perceptions of the station's relationship with social media coincide with the data obtained using the content analysis method. In this way, it can be understood that the inclusion of a visual aspect has proved crucial in promoting Mega Hits as a radio station, increasing its value proposition.
Description
Keywords
Convergência Digital Media sociais Mega Hits Rádio Convergence Radio Social media