A interação do programa “Toque de saída” com os ouvintes via WhatsApp

Abstract

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.

Date of Award	31 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)