A rádio e os media sociais

: o caso da Mega Hits

Abstract

The arrival of the internet and the emergence of social media have led radio to reinvent itself as a communication medium, no longer exclusively a sound medium. Radio has found new ways to offer its content on online social networls, which now has a visual and textual component in addition to audio. The interest in this topic led to the preparation of this work, which is the result of a curricular internship at Mega Hits radio station, part of the Renascença Multimédia Group, which took place between November 2022 and May 2023, in the production department. This research aims to understand how social media is used by Mega Hits and its professionals as a way of promoting the station. In this way, a content analysis was carried out of the posts made on this radio station's social media, in particular on Instagram and TikTok, and, subsequently, interviews were then conducted with four of the station's professionals in order to understand whether or not their perceptions correspond to the data obtained through the content analysis method. With this research it was possible to conclude that the social media platforms Instagram and TikTok have become essential and important tools for Mega Hits, which relies heavily on these social media platforms as a way of promoting the station, and most of the interviewees' perceptions of the station's relationship with social media coincide with the data obtained using the content analysis method. In this way, it can be understood that the inclusion of a visual aspect has proved crucial in promoting Mega Hits as a radio station, increasing its value proposition.

Date of Award	23 May 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)