As redes sociais no jornalismo radiofônico: as estratégias interativas adotadas pelas rádios Gaúcha e CBN

Abstract

The transformations undergone by radio journalism in the current context of media convergence support this dissertation, which aims at investigating the interactive strategies adopted by informative radio through digital social networks. So, were chosen as research objects CBN and Gaúcha radio stations, both offering programs primarily to radio journalism and strong presence in the online environment, the first with national reach and the second with regional, restricted to the state of Rio Grande do Sul. The study is developed from the application of a mixed research methodology, based on a literature review that goes through the concepts of convergence, radio communication, interactivity and digital social networks. To the theoretical course was added a Comparative Case Study, which was based on evidences gathered through the consultation documents, direct observation of websites and profiles on social networking sites, in-depth interviews and even the content analysis, method applied to sound and digital content from both stations. The intersection of theoretical discussions and empirical research data obtained allowed reflection on the appropriateness of issuing the convergence process, indicating different levels of adaptation. The report also pointed for a wide appreciation of digital environments by analyzed radio stations, especially social networking sites. These spaces, however, are mainly used to extent broadcast content. The interactivity with listeners, understood from the notion of reciprocity, was revealed in the background, demonstrating that although inserted in the digital ecosystem, the radio does not have full mastery of new interactive tools enabled by information and communication technologies.