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Publication
Quem nos ouviu e quem nos vê: serviço público e a rádio portuguesa no Instagram
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Authors
Advisor(s)
Abstract(s)
O presente estudo teve como principal objetivo compreender se a estratégia de comunicação pelo Instagram de uma estação de rádio de serviço público difere significativamente da estratégia de uma estação de rádio privada, de forma a estudar a influência do serviço público e os seus objetivos. Do grupo de rádios de serviço público portuguesas, foi selecionada a Antena 3 pela sua proeminente presença no Instagram, enquanto a Rádio Comercial foi a escolhida do privado, utilizando o mesmo critério. Foram, ainda, utilizados dois estudos como referência para a estrutura e organização da investigação: More than a Picture – The Adaptation of European Generalistic Radio to Instagram, de Piñeiro-Otero e Martín-Pena (2020) e Visualizing a Non-Visual Medium through Social Media, de Ferguson e Greer (2018). Através de uma abordagem metodológia quantitativa, foram extraídas todas as publicações de Instagram de 2023 das rádios selecionadas via API (Application Programming Interface). Foi realizada uma amostragem aleatória que permitiu a generalização das conclusões ao conjunto total de posts do ano com uma margem de erro de ± 2,10%. Foi, ainda, utilizada a técnica da análise de conteúdo. Esta investigação revelou diferenças significativas entre a comunicação da Antena 3 e da Rádio Comercial, tendo sido observados resultados que contrariam as tendências predominantes nas conclusões dos estudos anteriormente mencionados. Não só é notada a influência que a natureza da estação de rádio tem na comunicação através do Instagram, como também se constata que “Comunidade” não é um tema com presença significativa em ambas as estações analisadas. Desta forma, são fornecidos novos dados para a discussão académica da rádio no mundo digital.
ABSTRACT: The present study aimed primarily to understand whether the communication strategy employed by a public service radio station on Instagram significantly differs from that of a private radio station, in order to investigate the influence of public service and its goals. Among the group of Portuguese public service radio stations, Antena 3 was selected for its significant presence on Instagram, while Rádio Comercial was chosen from the private sector using the same criterion. Additionally, two studies were used as inspiration for the structure and organisation of this research: More than a Picture – The Adaptation of European Generalistic Radio to Instagram by Piñeiro-Otero and Martín-Pena (2020), and Visualising a Non-Visual Medium through Social Media by Ferguson and Greer (2018). Through a quantitative methodological approach, all Instagram posts from 2023 by the selected radio stations were extracted via API (Application Programming Interface). A random sampling was conducted, allowing the generalisation of the findings to the entire set of posts for the year, with a margin of error of ± 2.10%. The content analysis technique was also employed. This research revealed significant differences between the communication strategies of Antena 3 and Rádio Comercial, producing results that contradict the prevailing trends in the conclusions of the aforementioned studies. Not only is the influence of the nature of the radio station evident in the communication through Instagram, but it is also noted that "Community" is not a theme with significant presence in either of the analysed stations. Thus, new data is provided for the academic discussion of radio in the digital world.
ABSTRACT: The present study aimed primarily to understand whether the communication strategy employed by a public service radio station on Instagram significantly differs from that of a private radio station, in order to investigate the influence of public service and its goals. Among the group of Portuguese public service radio stations, Antena 3 was selected for its significant presence on Instagram, while Rádio Comercial was chosen from the private sector using the same criterion. Additionally, two studies were used as inspiration for the structure and organisation of this research: More than a Picture – The Adaptation of European Generalistic Radio to Instagram by Piñeiro-Otero and Martín-Pena (2020), and Visualising a Non-Visual Medium through Social Media by Ferguson and Greer (2018). Through a quantitative methodological approach, all Instagram posts from 2023 by the selected radio stations were extracted via API (Application Programming Interface). A random sampling was conducted, allowing the generalisation of the findings to the entire set of posts for the year, with a margin of error of ± 2.10%. The content analysis technique was also employed. This research revealed significant differences between the communication strategies of Antena 3 and Rádio Comercial, producing results that contradict the prevailing trends in the conclusions of the aforementioned studies. Not only is the influence of the nature of the radio station evident in the communication through Instagram, but it is also noted that "Community" is not a theme with significant presence in either of the analysed stations. Thus, new data is provided for the academic discussion of radio in the digital world.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Audiovisual e Multimédia.
Keywords
Rádio Social media Serviço público Antena 3 Rádio Comercial Instagram Radio Public service
Citation
Almeida, M. (2024). Quem nos ouviu e quem nos vê: Serviço público e a rádio portuguesa no Instagram. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21387
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social