O papel da rádio na divulgação e promoção da cultura musical portuguesa

: estudo do programa Snooze da estação Mega Hits

Abstract

Since its inception in the 20th century, radio has established itself as a vital medium for the dissemination and preservation of musical culture. This research seeks to fill an existing gap in the literature in Portugal by exploring the contribution of radio to the dissemination and promotion of Portuguese music. Through a study of the Snooze program on the Mega Hits radio station, a mixed-methods approach was adopted, combining quantitative content analysis with semi-structured interviews with station professionals. The findings demonstrate that Mega Hits' programming and music promotion content follow a coherent line, focusing on broadcasting and promoting a limited selection of artists, songs, and musical genres. Nevertheless, there is also some openness to innovation, coupled with a meticulous musical curation process, which challenges more pessimistic theories about the rigidity of private radio stations and their subordination to the commercial imperatives of corporate groups. Generally speaking, while these results confirm that, nearly nine decades later, the “fetishization of music” criticized by Adorno remains relevant in the contemporary context, they also raise questions about the role that local broadcasters, like Mega Hits, might play in the spreading and promotion of music in Portugal, especially in a global landscape dominated by the cultural industries of hegemonic countries.

Date of Award	30 Apr 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)