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A interação do programa “Toque de saída” com os ouvintes via WhatsApp
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Os últimos anos permitiram observar a presença da rádio na internet e nos meios digitais, alcançando novos públicos e promovendo uma relação multiplataforma com o ouvinte. O ambiente digital precipitou também a reformulação do meio rádio, dos seus conteúdos e da sua abordagem com o ouvinte, demonstrando a capacidade de adaptação deste meio de comunicação. O presente relatório tem como objetivo primordial perceber que temas fomentam maior interação por parte do ouvinte de rádio. Para lhe dar resposta utiliza-se o programa “Toque de Saída” da CidadeFm, a rádio jovem do grupo Bauer Media Group, que na sua grelha diária aposta em programas diversificados, sendo o “Toque de Saída” o programa com mais espaço de conversa e que mais estimula a interação do ouvinte. A parte teórica aborda o meio rádio, a sua convergência, interatividade e novas formas de escuta no seu primeiro capítulo, seguindo-se temas como as audiências e a publicidade no segundo capítulo do enquadramento teórico. De forma que o objetivo e a pergunta de partida fossem respondidos, analisaram-se duas semanas de emissão do programa, explorando de forma mais profunda o dia em cada semana que apresentou maior número de interações por parte do ouvinte, complementadas com entrevistas aos locutores do programa e à gestora de redes sociais. Com este estudo pode concluir-se que há temas que geram uma maior interação por parte dos ouvintes no programa “Toque de Saída”, sendo eles os relacionados com a temática gastronómica e as regiões de Portugal.
The last few years allowed us to observe the presence of the radio on the internet and on digital media, reaching new audiences and promoting a multiplatform relationship with the listener. The digital environment also hastened an overhaul of the radio medium, its contents and its approach with the listener, showing the tremendous adaptive ability of this mean of communication. The main objective of this report is to understand which topics encourage greater interaction on the part of the radio listener. To answer to this, “Toque de Saída”, CidadeFm’s show is used, the young radio station of the Bauer Media Group, which in its daily schedule focuses on diversified programs, “Toque de Saída” being the program with the most space for conversation, and that greater stimulates the interaction of the listener. The theoretical part addresses the radio medium, its convergence, interactiveness and new ways of listening in its first chapter, followed by topics such as audiences and advertising in the second chapter of the theoretical framework. In order to answer to the main objective and the starting question, two weeks of the program’s broadcast were analyzed, exploring in a deeper way the day in each week that showed the greatest number of interactions by the listener, complemented by interviews with the hosts of the show as well as the social media manager. With this study it can be concluded that there are topics that generate a bigger listener interaction in the show “Toque de Saída”, these topics being those that relate to gastronomic and regions/cities of Portugal.
The last few years allowed us to observe the presence of the radio on the internet and on digital media, reaching new audiences and promoting a multiplatform relationship with the listener. The digital environment also hastened an overhaul of the radio medium, its contents and its approach with the listener, showing the tremendous adaptive ability of this mean of communication. The main objective of this report is to understand which topics encourage greater interaction on the part of the radio listener. To answer to this, “Toque de Saída”, CidadeFm’s show is used, the young radio station of the Bauer Media Group, which in its daily schedule focuses on diversified programs, “Toque de Saída” being the program with the most space for conversation, and that greater stimulates the interaction of the listener. The theoretical part addresses the radio medium, its convergence, interactiveness and new ways of listening in its first chapter, followed by topics such as audiences and advertising in the second chapter of the theoretical framework. In order to answer to the main objective and the starting question, two weeks of the program’s broadcast were analyzed, exploring in a deeper way the day in each week that showed the greatest number of interactions by the listener, complemented by interviews with the hosts of the show as well as the social media manager. With this study it can be concluded that there are topics that generate a bigger listener interaction in the show “Toque de Saída”, these topics being those that relate to gastronomic and regions/cities of Portugal.
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Rádio Convergência Interatividade Estágio CidadeFm Convergence Interactiveness Internship