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Abstract(s)
A rádio vive hoje uma transformação devido à convergência com as plataformas
digitais. No novo cenário mediático, estar nos media sociais é a principal forma de a rádio chegar à audiência. Por isso, estes tornaram-se parte dos programas de rádio deixando-os mais interativos e com conteúdos exclusivos, e as estações elaboraram estratégias nestas plataformas para estar mais perto dos ouvintes. Os media sociais aumentaram a interação com o público, trouxeram novas formas de participação e melhoraram o espaço de intervenção dos ouvintes, de tal forma que atualmente são imprescindíveis para a rádio. O presente estudo resulta de um estágio curricular realizado na Mega Hits na área de produção do programa Drive-In, entre outubro de 2021 e abril de 2022. O principal objetivo
é compreender a forma como o programa Drive-In utiliza os media sociais para interagir com os ouvintes. Deste modo, surge a pergunta da investigação: “Como é que o programa Drive-In da Mega Hits utiliza os media sociais enquanto meio para interação com os ouvintes?”. Para responder à pergunta de investigação, foi feita uma análise de conteúdo aos media sociais da estação YouTube, Instagram e WhatsApp e aos conteúdos do programa inseridos nestas plataformas, e foram realizadas entrevistas aos animadores do programa Drive-In e à coordenadora musical da estação. Com este estudo conclui-se que o WhatsApp e o Instagram são os media sociais mais importantes para o programa e os mais utilizados pelo Drive-In. Cada plataforma tem uma função no programa: o WhatsApp serve para a comunicação imediata com os ouvintes e permite a sua participação no programa em direto, o Instagram promove o programa de modo a que os utilizadores queiram ouvir em direto e ver os seus conteúdos, e o YouTube serve
para a partilha de conteúdos exclusivos do programa.
Radio is currently undergoing a transformation due to its convergence with digital platforms. In the new mediatic scene, being on social media is the main way for radio to reach its audience. Therefore, these have become a part of radio programs, making them more interactive and with exclusive content, and stations developed strategies on these platforms to be closer to listeners. Social media increased interaction with the public, brought new forms of participation and improved the space for intervention of listeners, in such a way that they are now essential for radio. The present study results from a curricular internship done at Mega Hits in the production area of the Drive-In program, between October 2021 and April 2022. The main objective is to understand how the Drive-In program uses social media to interact with listeners. Thus, the research question is proposed: “How does the Drive-In program from Mega Hits use social media as a means of interaction with listeners?”. In order to answer the research question, a content analysis was carried out both on the station’s social media channels YouTube, Instagram and WhatsApp and on the program’s contents inserted on these platforms, and interviews were carried out both with the presenters of the Drive-In program and the music coordinator of the station. This study concludes that WhatsApp and Instagram are the most important social media platforms for the program and the most used by Drive-In. Each platform has its own role in the program: WhatsApp is used for immediate communication with listeners and allows their participation in the live program, Instagram promotes the program so that users want to listen live and see its contents, and YouTube is used for sharing exclusive program content.
Radio is currently undergoing a transformation due to its convergence with digital platforms. In the new mediatic scene, being on social media is the main way for radio to reach its audience. Therefore, these have become a part of radio programs, making them more interactive and with exclusive content, and stations developed strategies on these platforms to be closer to listeners. Social media increased interaction with the public, brought new forms of participation and improved the space for intervention of listeners, in such a way that they are now essential for radio. The present study results from a curricular internship done at Mega Hits in the production area of the Drive-In program, between October 2021 and April 2022. The main objective is to understand how the Drive-In program uses social media to interact with listeners. Thus, the research question is proposed: “How does the Drive-In program from Mega Hits use social media as a means of interaction with listeners?”. In order to answer the research question, a content analysis was carried out both on the station’s social media channels YouTube, Instagram and WhatsApp and on the program’s contents inserted on these platforms, and interviews were carried out both with the presenters of the Drive-In program and the music coordinator of the station. This study concludes that WhatsApp and Instagram are the most important social media platforms for the program and the most used by Drive-In. Each platform has its own role in the program: WhatsApp is used for immediate communication with listeners and allows their participation in the live program, Instagram promotes the program so that users want to listen live and see its contents, and YouTube is used for sharing exclusive program content.
Description
Keywords
Rádio Media sociais Meios de interação Plataformas digitais Convergência Radio Social media Means of interaction Digital platforms Convergence