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MÍDIA SONORA E PRÁTICAS DE ESCUTA • Intercom, Rev. Bras. Ciênc. Comun. 40 (3) • Sep-Dec 2017 • https://doi.org/10.1590/1809-5844201737   copy

The radio in search of its audience: towards a diversified and multiplatform listening1 1 This is a revised and expanded version of the article presented in Portuguese language at XXXIX Congresso Brasileiro de Ciências da Comunicação. Originally produced in Spanish, this work is part of a postdoctoral research developed in 2016 by Nair Prata, at the Universidad de Navarra, Pamplona (Spain), whose title is “Radiomorfosis: nuevos modelos de negocio de la radio en Internet”, tutored by Maria del Pílar Martinez-Costa.

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Abstract

Radio is a mass medium conditioned by technological changes. From its beginnings, it has also been a public communication space that fosters complicity, closeness and personal interaction with its audience, which is now amplified with the possibilities offered by the digital environment. This paper describes a selection of radio initiatives that show the permanent effort of the radio to seek the audience in the old and new communication scenarios. The purpose of this description is to characterize the new radio listening and consumption model.

Keywords
Radio; Audience; Experiments; Listening; New models

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