A rádio e os media sociais enquanto meio para interação com os ouvintes

: o caso do programa Drive-In da Mega Hits

Abstract

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.

Date of Award	13 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)