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O impacto do digital na rádio contemporânea : as audiências radiofónicas e os seguidores digitais do Instagram da Mega Hits
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Abstract(s)
No âmbito do estágio curricular realizado na rádio Mega Hits, o presente relatório tem como objetivo analisar o impacto do digital nas audiências da rádio Mega Hits, investigando a relação entre as audiências analógicas e os seguidores digitais do Instagram da rádio jovem. Além disso, procura perceber se as audiências digitais da estação acompanham a emissão radiofónica e, ainda, apurar se existem pessoas que não ouvem a estação, embora sigam os seus conteúdos no Instagram. Numa primeira fase, é explorada teoricamente a evolução da rádio e das suas audiências, desde o seu surgimento até aos dias de hoje; o caso português; e o fenómeno de convergência do meio radiofónico, paralelo ao papel das redes sociais. Segue-se uma investigação empírica, com base no estágio curricular realizado na rádio Mega Hits, com entrevistas a membros da equipa da estação e a aplicação de um inquérito por questionário junto dos ouvintes e/ou seguidores da estação jovem. Com esta investigação, verificou-se que o digital tem uma importância cada vez mais crescente no meio radiofónico, com o Instagram a servir como uma ferramenta dessa evolução. No caso da rádio Mega Hits, a sua presença digital através do Instagram reforça a ligação dos ouvintes e/ou seguidores, apesar de se verificarem públicos distintos que interagem de forma diferente. Enquanto uns acompanham a rádio tanto pela emissão como pelo digital, outros preferem exclusivamente um formato, seja a escuta da emissão hertziana ou os conteúdos digitais. A interação dos animadores nos media sociais e conteúdos como a rubrica "Cala-te Boca" influenciam na atração de ouvintes, embora fatores como a falta de sintonização em certas regiões limitem a conversão de seguidores digitais em ouvintes regulares.
As part of the internship at Mega Hits radio, this report aims to analyze the impact of digital on Mega Hits radio's audiences, investigating the relationship between analog audiences and digital followers of the young radio station's Instagram. It also seeks to understand whether the station's digital audiences follow the radio broadcast and whether there are people who don't listen to the station but follow its content on Instagram. In the first phase, the evolution of radio and its audiences is explored theoretically, from its emergence to the present day; the Portuguese case; and the phenomenon of convergence of the radio medium, parallel to the role of social networks. This is followed by an empirical investigation, based on the internship carried out at Mega Hits radio, with interviews with members of the station's team and the application of a questionnaire survey among listeners and/or followers of the youth station. This research has shown that digital is becoming increasingly important in radio, with Instagram serving as a tool for this evolution. In the case of Mega Hits radio, its digital presence through Instagram strengthens the connection with listeners and/or followers, although there are different audiences who interact differently. While some follow the radio through both broadcast and digital channels, others prefer one format exclusively, whether it's listening to the radio broadcast or digital content. The interaction of the hosts on social media and content such as the “Cala-te Boca” radio program have an influence on attracting listeners, although factors such as the lack of tuning in certain regions limit the conversion of digital followers into regular listeners.
As part of the internship at Mega Hits radio, this report aims to analyze the impact of digital on Mega Hits radio's audiences, investigating the relationship between analog audiences and digital followers of the young radio station's Instagram. It also seeks to understand whether the station's digital audiences follow the radio broadcast and whether there are people who don't listen to the station but follow its content on Instagram. In the first phase, the evolution of radio and its audiences is explored theoretically, from its emergence to the present day; the Portuguese case; and the phenomenon of convergence of the radio medium, parallel to the role of social networks. This is followed by an empirical investigation, based on the internship carried out at Mega Hits radio, with interviews with members of the station's team and the application of a questionnaire survey among listeners and/or followers of the youth station. This research has shown that digital is becoming increasingly important in radio, with Instagram serving as a tool for this evolution. In the case of Mega Hits radio, its digital presence through Instagram strengthens the connection with listeners and/or followers, although there are different audiences who interact differently. While some follow the radio through both broadcast and digital channels, others prefer one format exclusively, whether it's listening to the radio broadcast or digital content. The interaction of the hosts on social media and content such as the “Cala-te Boca” radio program have an influence on attracting listeners, although factors such as the lack of tuning in certain regions limit the conversion of digital followers into regular listeners.
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Rádio Audiências Redes sociais Instagram Internet Mega Hits Radio Audiences Social networks
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CC License
Without CC licence