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O papel da rádio na divulgação e promoção da cultura musical portuguesa : estudo do programa Snooze da estação Mega Hits
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Abstract(s)
Desde os seus primórdios no século XX, a rádio consolidou-se como um médium vital para a disseminação e preservação da cultura musical. A presente investigação visa colmatar uma lacuna existente na literatura em Portugal, ao explorar a contribuição do meio radiofónico para a divulgação e promoção da música portuguesa. Através de um estudo ao programa Snooze, da estação de rádio Mega Hits, adotou-se uma metodologia mista, que combina técnicas de análise de conteúdo quantitativa com entrevistas semiestruturadas aos profissionais da emissora. Os resultados demonstram que a programação e os conteúdos de promoção musical da Mega Hits seguem uma linha coerente, concentrando-se na transmissão e promoção de um número restrito de artistas, canções e géneros musicais. Não obstante, observou-se também uma certa abertura à inovação, aliada a um meticuloso processo de curadoria musical, fatores que desafiam as teorias mais pessimistas sobre a rigidez das rádios privadas e a sua subordinação aos imperativos comerciais dos grupos empresariais. No entanto, e de um modo geral, se estes resultados comprovam que, quase nove décadas depois, a “fetichização da música” que Adorno criticava se mantém atual no contexto contemporâneo, por outro lado, levantam questões sobre o papel que as emissoras locais, como a Mega Hits, podem desempenhar na divulgação e promoção da música em Portugal, sobretudo num panorama global dominado pelas culturas dos países hegemónicos.
Since its inception in the 20th century, radio has established itself as a vital medium for the dissemination and preservation of musical culture. This research seeks to fill an existing gap in the literature in Portugal by exploring the contribution of radio to the dissemination and promotion of Portuguese music. Through a study of the Snooze program on the Mega Hits radio station, a mixed-methods approach was adopted, combining quantitative content analysis with semi-structured interviews with station professionals. The findings demonstrate that Mega Hits' programming and music promotion content follow a coherent line, focusing on broadcasting and promoting a limited selection of artists, songs, and musical genres. Nevertheless, there is also some openness to innovation, coupled with a meticulous musical curation process, which challenges more pessimistic theories about the rigidity of private radio stations and their subordination to the commercial imperatives of corporate groups. Generally speaking, while these results confirm that, nearly nine decades later, the “fetishization of music” criticized by Adorno remains relevant in the contemporary context, they also raise questions about the role that local broadcasters, like Mega Hits, might play in the spreading and promotion of music in Portugal, especially in a global landscape dominated by the cultural industries of hegemonic countries.
Since its inception in the 20th century, radio has established itself as a vital medium for the dissemination and preservation of musical culture. This research seeks to fill an existing gap in the literature in Portugal by exploring the contribution of radio to the dissemination and promotion of Portuguese music. Through a study of the Snooze program on the Mega Hits radio station, a mixed-methods approach was adopted, combining quantitative content analysis with semi-structured interviews with station professionals. The findings demonstrate that Mega Hits' programming and music promotion content follow a coherent line, focusing on broadcasting and promoting a limited selection of artists, songs, and musical genres. Nevertheless, there is also some openness to innovation, coupled with a meticulous musical curation process, which challenges more pessimistic theories about the rigidity of private radio stations and their subordination to the commercial imperatives of corporate groups. Generally speaking, while these results confirm that, nearly nine decades later, the “fetishization of music” criticized by Adorno remains relevant in the contemporary context, they also raise questions about the role that local broadcasters, like Mega Hits, might play in the spreading and promotion of music in Portugal, especially in a global landscape dominated by the cultural industries of hegemonic countries.
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Cultura Indústria Mega Hits Música portuguesa Rádio Snooze Culture Industry Portuguese music Radio
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Without CC licence