A remediação da rádio no ambiente digital

: o caso da M80 Rádio

Abstract

In the last decades, we have noticed the growing development and impact that the Internet and the new technologies have been reaching across the modern societies. Thus, as regards the media, the emergence of the digital strand has led to a redefinition of this ecosystem, where the media have had to evolve both from the standpoint of their structures and the way they interact with their audiences. In what concerns the radio, being on the one hand eminently traditional with a close connection with listeners, and on the other, a mean of communication that has shown great adaptability throughout its history, it is important to understand how it dealt and changed within this fundamentally digital and technological framework.
Therefore, the object of this research is the analysis of the digital presence of M80 Rádio, as well as the effects that this process had on its audience. In this respect, it is important to characterize the emergence and evolution of the station, realizing its fit in the digital platforms, and the way it explored the set of resources that the Internet enables. Thus, this understanding will be based on transformations according to four dimensions: structure, platforms, content and audience.
In conclusion, M80 showed consistency in the digital aspect, both in its identity and its format, being an added value in the growth and preservation of the brand. The M80 listener is still in the process of adapting to the digital environment, with traditional car radio listening predominating, but there is a growing number of listeners who enjoy mobile devices such as the computer and the smartphone. The broadcast and consumption of FM and online radio coexist with each other, being two complementary logics that, correctly incorporated, may help the radio in the future, regarding its resilience and survival as a means of communication.

Date of Award	17 Nov 2020
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cátia Ferreira (Supervisor)