Spanish primetime radio shows in facebook and twitter: Synergies between on-air radio broadcasting and social networks

M. Gutiérrez, J. M. Martí, I. Ferrer, B. Monclús, X. Ribes

Research output: Contribution to journalArticleResearchpeer-review

15 Citations (Scopus)

Abstract

Introduction: Public and private talk radio stations use social media to find new forms of content exploitation that transform the value chain of their brand and allow them to develop a different business model. Objectives: To define the synergies between conventional radio broadcasting and social networks in Spanish talk radio based on the analysis of four primetime radio shows, which are the flagship programmes of their radio stations. Method: Quantitative content analysis is used to examine the roles played by talk radio broadcasters and audiences in social networks and conventional radio broadcasting. Conclusion: Despite the increasing forms of audience participation channels, this research study demonstrates an almost total lack of interaction; which demands the establishment of synergies between conventional radio broadcasting and social media as a strategy to exploit the potential of these virtual spaces.
Original languageEnglish
Pages (from-to)418-434
JournalRevista Latina de Comunicacion Social
Volume69
DOIs
Publication statusPublished - 1 Jan 2014

Keywords

  • Interactivity
  • Participation
  • Social media
  • Synergies
  • Talk radio

Fingerprint Dive into the research topics of 'Spanish primetime radio shows in facebook and twitter: Synergies between on-air radio broadcasting and social networks'. Together they form a unique fingerprint.

Cite this