More than a Picture. The Adaptation of the European Generalist Radio to Instagram

ABTRACT

The significant penetration of social media, as well as its expressive and interactive possibilities, have placed it at the heart of the radio ecosystem. But what about Instagram? The aim of this study is to analyze the presence of the main European generalist radio stations in Instagram. On the basis of a sample of 19 radio profiles and 14,787 publications, a study was carried out using content and discourse analysis as research methods. This study has concluded the adaptation of radio brands to this platform and their use for self-promotion, despite the loss of audio as an identifying element.

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Teresa Piñeiro-Otero

Teresa Piñeiro-Otero, PhD in Communication from the University of Vigo and professor of Sound Design at the University of A Coruña. Her research interest are focused on radio, especially on the transformations of the medium in the Net. Coordinator of RadioSénior, a media literacy project for the elderly at University of A Coruña.

Daniel Martín-Pena

Daniel Martín-Pena, PhD in Communication and Education from the University of Huelva. Personal Scientific Researcher and Teacher of the University of Extremadura. Member of ARDOPA research group. Director of Radio-tv of the University of Extremadura and President of International University Radio Network. His research interests are focused on the worldwide University Radios and transnational networks of collaboration development.