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Advisor(s)
Abstract(s)
Num mundo caraterizado pela coexistência dos novos media com os meios de comunicação social tradicionais, a evolução tecnológica de conteúdo áudio não é exceção. Tanto a produção como o consumo de podcasts têm sido uma tendência crescente e o mercado radiofónico não ficou indiferente. Tal como em todos os ramos da comunicação, as audiências em rádio possuem um papel central para orientar o mercado, assim como para determinar o valor comercial de cada emissora. O modelo de medição de audiências em rádio em Portugal apela à memorização das emissoras ou, dos produtos radiofónicos criados, não sendo obrigatória uma escuta ativa das emissões lineares em direto, tal como acontece em televisão. Esta característica permite às estações de rádio utilizarem outros mecanismos para obterem o valor máximo de audiência. Esta investigação procura analisar o impacto que os podcasts originados num programa de rádio, têm nas audiências da estação emissora. O objeto de estudo selecionado foi o programa “As Três da Manhã”, da Rádio Renascença, emitido diariamente entre as 07h00 e as 10h00. Tendo como ponto de partida, este programa da manhã, procuraram enquadrar-se teoricamente os conceitos de rádio, podcasting e cultura de convergência. Para responder à pergunta de partida foi realizado um inquérito por questionário a potenciais ouvintes do programa, foram efetuadas entrevistas semiestruturadas aos elementos da sua equipa” e procedeu-se a uma análise de conteúdo das rubricas desta emissão que depois assumem o formato podcast. Através deste estudo exploratório pode concluir-se que a expansão de conteúdos radiofónicos em plataformas de áudio é atualmente uma outra forma de chegar a um maior número de ouvintes, de rádio.
In a world characterized by the coexistence of new media with traditional media, the technological evolution of audio content is no exception. Both the production and consumption of podcasts has been a growing trend and the radio market has not been indifferent. As in all branches of communication, radio audiences play a central role in guiding the market, as well as determining the commercial value of each broadcaster. The radio audience measurement model in Portugal calls for the memorization of the stations or radio products created, and does not require active listening to live linear broadcasts, as is the case with television. This characteristic allows radio stations to use other mechanisms to obtain the maximum audience value. This research seeks to analyze the impact that podcasts originating from a radio program have on the station's audience. The object of study selected was Rádio Renascença's "As Três da Manhã" program, broadcast daily between 07h00 and 10h00. Taking this morning show as a starting point, the concepts of radio, podcasting and convergence culture were considered theoretically. In order to answer the starting question, a questionnaire was sent to potential listeners of the program, semi-structured interviews were carried out with members of its team and a content analysis was carried out of the headings of this broadcast, which then take on the podcast format. Through this exploratory study, it can be concluded that the expansion of radio content on audio platforms is currently another way of reaching a greater number of radio listeners.
In a world characterized by the coexistence of new media with traditional media, the technological evolution of audio content is no exception. Both the production and consumption of podcasts has been a growing trend and the radio market has not been indifferent. As in all branches of communication, radio audiences play a central role in guiding the market, as well as determining the commercial value of each broadcaster. The radio audience measurement model in Portugal calls for the memorization of the stations or radio products created, and does not require active listening to live linear broadcasts, as is the case with television. This characteristic allows radio stations to use other mechanisms to obtain the maximum audience value. This research seeks to analyze the impact that podcasts originating from a radio program have on the station's audience. The object of study selected was Rádio Renascença's "As Três da Manhã" program, broadcast daily between 07h00 and 10h00. Taking this morning show as a starting point, the concepts of radio, podcasting and convergence culture were considered theoretically. In order to answer the starting question, a questionnaire was sent to potential listeners of the program, semi-structured interviews were carried out with members of its team and a content analysis was carried out of the headings of this broadcast, which then take on the podcast format. Through this exploratory study, it can be concluded that the expansion of radio content on audio platforms is currently another way of reaching a greater number of radio listeners.
Description
Keywords
Rádio Podcast Audiências Rádio Renascença Extremamente desagradável Radio Audiences