Estratégias de produção e comunicação do programa snooze da mega hits

Abstract

This report aims to study the Snooze morning show`s communication and production strategies aimed at the youth`s radio station Mega Hits. The reason I have chosen this topic was a result of my internship, as a trainee producer of the programme under study, a position that allowed me to gain greater knowledge and build a more effective analysis about the way this radio addresses its listeners, and also about the strategies used to capture their attention, both on dial-up and digitally. This work consists of several research phases: firstly, a literature review was carried out about the history of the radio medium in general, and Mega Hits in particular. Subsequently, empirical work was carried out using a data triangulation analysis. This method consists of combining qualitative studies, through a more active observation and interpretation of phenomena, and quantitative studies, through the collection and interpretation of statistical data. The purpose of this method was to fulfil the objectives initially proposed, namely a study of the type of communication and production adopted by the station. A questionnaire was also drawn up, aimed at young radio listeners, in order to analyse their perspective on the strategies adopted by the station under study.

Date of Award	11 Nov 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Curvelo (Supervisor)