Visualizing a Non-Visual Medium through Social Media: The Semiotics of Radio Station Posts on Instagram

Abstract

For decades, radio was primarily a hidden or unseen medium to listeners. In recent years, digital technologies have transformed radio to a medium that can both be seen and heard. In particular, visuals on social media have given audiences a real-time glimpse of broadcast operations and talent, while enhancing interaction with stations. This study examined how commercial stations across the United States portrayed themselves through posts on Instagram. Using a qualitative methodology and social semiotic theory, results of the study revealed two dominant themes of station posts—station promotion and community—that signified the essence of radio stations.

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Notes on contributors

Douglas A. Ferguson

Douglas A. Ferguson is a professor in the department of Communication at the College of Charleston, Charleston, South Carolina. His research interests are new media and the future of legacy media.

Clark F. Greer

Clark F. Greer is a professor in the department of Strategic and Personal Communication at Liberty University, Lynchburg, Virginia. His research interests are social media and emerging communication technologies.