A convergência tecnológica e as transformações no processo de produção de conteúdo radiofónico

: estudo do programa Snooze da Mega Hits

Abstract

This study is the result of a curricular internship carried out at Mega Hits around production and social media for the Snooze and Girls Night Out programs, between October 2023 and April 2024, with only Snooze being studied. The main objective is to understand how technological convergence has influenced and, in a way, changed the way Snooze thinks about and produces content. The research question therefore arises: “How does technological convergence influence the production process at radio stations?” To answer the research question, a mixed methodology approach was adopted with quantitative content analysis to analyze Snooze's content published on the most popular digital platforms - Instagram and TikTok, and structured interviews were conducted with the director of the radio station, the coordinator of the Multimedia team and Snooze's executive producer. This study revealed that Snooze is indeed thinking about making it in digital and that every detail counts, such as the length of the content, the platform on which it is published and when, and even the topic covered, because, in the end, it all comes down to numbers. Snooze serves as an example of traditional radio's ability to reinvent itself and remain relevant in an ever-changing media landscape. With well-designed strategies to maximise reach and interaction, Mega Hits' morning show guarantees a significant presence in the lives of young people.

Date of Award	1 Apr 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)