O impacto do digital na rádio contemporânea

: as audiências radiofónicas e os seguidores digitais do Instagram da Mega Hits

Abstract

As part of the internship at Mega Hits radio, this report aims to analyze the impact of digital on Mega Hits radio's audiences, investigating the relationship between analog audiences and digital followers of the young radio station's Instagram. It also seeks to understand whether the station's digital audiences follow the radio broadcast and whether there are people who don't listen to the station but follow its content on Instagram. In the first phase, the evolution of radio and its audiences is explored theoretically, from its emergence to the present day; the Portuguese case; and the phenomenon of convergence of the radio medium, parallel to the role of social networks. This is followed by an empirical investigation, based on the internship carried out at Mega Hits radio, with interviews with members of the station's team and the application of a questionnaire survey among listeners and/or followers of the youth station. This research has shown that digital is becoming increasingly important in radio, with Instagram serving as a tool for this evolution. In the case of Mega Hits radio, its digital presence through Instagram strengthens the connection with listeners and/or followers, although there are different audiences who interact differently. While some follow the radio through both broadcast and digital channels, others prefer one format exclusively, whether it's listening to the radio broadcast or digital content. The interaction of the hosts on social media and content such as the “Cala-te Boca” radio program have an influence on attracting listeners, although factors such as the lack of tuning in certain regions limit the conversion of digital followers into regular listeners.

Date of Award	1 Apr 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)