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Social networks as a promotional
space for Spanish radio content. The
case study of the on-demand
programming of Cadena SE...
Social Networks
Ditrendia
On average, social
networks have the
highest participation
level
Thanks to Big Data,
the radio industry
can easily identify
listeners’ demands.
The future of radio requires interaction on social networks
Distribution of podcasts
• Smartphones and
social networks have
been intuitively allied
for the exponential
distribution o...
This alliance and the
incorporation of
young listeners has
made the industry to
consider a
paradigm shift.
Podcasting is the engine of a new
concept on the Internet
In this study we analyse the two most played full-service radio
stations in Spain, according to the latest report issued b...
Our objects of study are the radio programmes that have
not been broadcast on traditional radio.
METHODS
• The study relies
exclusively on
quantitative techniques.
• Sample: Spanish radio
programmes that are
distributed exclusively on
the Internet
• The second phase focused
on the anal...
• The first result is the number of followers in the social
networks Facebook and Twitter of the radio programmes
produced...
Second, we counted the number of posts made on Facebook,
contemplating various variables, both for COPE and SER. The
same ...
The next part of the analysis focused on measuring, over a
period of 28 days, the level of interaction of the selected
pro...
DISCUSSION AND CONCLUSIONS
• First of all, it is interesting that Twitter has much more impact
on both stations as the mai...
• With regards to the use of Facebook, both networks make a
medium to low use of their accounts in this social network
• B...
• It is necessary to continue
reflecting on the diverse use that
radio programmes make of
social networks, especially to
c...
Thank you very much for you attention!
Bibliography and Webography
• [1]	T.	Piñeiro-Otero,	T.	2015.	De	la	radio	convencional	a	la	móvil.	Usabilidad,	
multimedial...
• exclusivamente	online.	Revista	de	la	Asociación	Española	de	Investigación	de	la	Comunicación.	
[S.l.],	v.	4,	n.	7,	p.	46...
• [8]	R.	Franquet.	2008.	Radio	digital	en	España:	Incertidumbres	tecnológicas	
y	amenazas	al	pluralismo.	Documentos	De	Tra...
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Social networks as a promotional space for Spanish radio content. The case study of the on-demand programming of Cadena SER and COPE

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Track 15. Communication, Education and Social Media
Authors: Rafael Galán-Arribas, Francisco-Javier Herrero-Gutiérrez, Cruz-Alberto Martínez-Arcos and Sonia Casillas-Martín

Publié dans : Formation
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Social networks as a promotional space for Spanish radio content. The case study of the on-demand programming of Cadena SER and COPE

  1. 1. Social networks as a promotional space for Spanish radio content. The case study of the on-demand programming of Cadena SER and COPE Rafael Galán Arribas Francisco-Javier Herrero-Gutiérrez Cruz-Alberto Martínez-Arcos Sonia Casillas Martín
  2. 2. Social Networks
  3. 3. Ditrendia On average, social networks have the highest participation level
  4. 4. Thanks to Big Data, the radio industry can easily identify listeners’ demands.
  5. 5. The future of radio requires interaction on social networks
  6. 6. Distribution of podcasts • Smartphones and social networks have been intuitively allied for the exponential distribution of podcasts at zero cost.
  7. 7. This alliance and the incorporation of young listeners has made the industry to consider a paradigm shift.
  8. 8. Podcasting is the engine of a new concept on the Internet
  9. 9. In this study we analyse the two most played full-service radio stations in Spain, according to the latest report issued by the General Media Survey (EGM) [10]: Cadena SER and COPE.
  10. 10. Our objects of study are the radio programmes that have not been broadcast on traditional radio.
  11. 11. METHODS • The study relies exclusively on quantitative techniques.
  12. 12. • Sample: Spanish radio programmes that are distributed exclusively on the Internet • The second phase focused on the analysis of the presence of the selected programmes in the social networks Facebook and Twitter
  13. 13. • The first result is the number of followers in the social networks Facebook and Twitter of the radio programmes produced by COPE and Cadena SER RESULTS
  14. 14. Second, we counted the number of posts made on Facebook, contemplating various variables, both for COPE and SER. The same counting was carried out on Twitter
  15. 15. The next part of the analysis focused on measuring, over a period of 28 days, the level of interaction of the selected programmes from both radio stations on Facebook and Twitter.
  16. 16. DISCUSSION AND CONCLUSIONS • First of all, it is interesting that Twitter has much more impact on both stations as the main social network. • The most followed COPE programmes are about football (Facebook) and cycling (Twitter); While the most followed SER programmes are about football (Facebook) and basketball (Twitter).
  17. 17. • With regards to the use of Facebook, both networks make a medium to low use of their accounts in this social network • By way of conclusion and based on the obtained data, it can be said that the selected radio programmes find in Facebook and particularly in Twitter a useful tool for self-promotion . • It is worth noting that not all programmes make the most out of their pages on social networks . • In general terms, the use is very heterogeneous across programmes and there are no similar patterns or common line of use.
  18. 18. • It is necessary to continue reflecting on the diverse use that radio programmes make of social networks, especially to continue assessing the enormous showcasing power of social networks.
  19. 19. Thank you very much for you attention!
  20. 20. Bibliography and Webography • [1] T. Piñeiro-Otero, T. 2015. De la radio convencional a la móvil. Usabilidad, multimedialidad y distribución de contenidos en las radioAPPs portuguesas. Observatorio (OBS*), 9(3), 47-66. http://obs.obercom.pt/index.php/obs/article/view/836/734 DOI: http://dx.doi.org/10.15847/obsOBS932015836 • [2] Informe Mobile en España y en el Mundo 2017. En internet: https://www.amic.media/media/files/file_352_1289.pdf • [3] J. Rivera y T. Ballesteros. 2012. 100 claves para la radio en línea. Luces para un nuevo escenario radiofónico. CIESPAL. Manuales didácticos. • [4] R. Galán y F. Javier Herrero. La radio española en el contexto de la convergencia. Análisis de los programas de Onda Cero y Cadena SER creados para ser consumidos
  21. 21. • exclusivamente online. Revista de la Asociación Española de Investigación de la Comunicación. [S.l.], v. 4, n. 7, p. 46-67, mar. 2017. ISSN 2341-2690. Disponible en: <http://revistaeic.eu/index.php/raeic/article/view/79>. Fecha de acceso: 23 jun. 2018 En internet: http://revistaeic.eu/index.php/raeic/article/view/79 • [5] R. Berry. 2006. Will the iPod kill the radio star? Profiling podcasting as radio. Convergence: The International Journal of Research into New Media Technologies, 12: 2, pp. 143–62. • [6] Gallego Pérez, J. (2012). Podcasting in Spain: A new business model or a reflection of traditional radio?. Radio Journal: International Studies in Broadcast & Audio Media, 10(1), 23-34. • [7] M. Edmond. 2015. All platforms considered: Contemporaryradio and transmedia engagement. New Media & Society, 17(9), 1566-1582.
  22. 22. • [8] R. Franquet. 2008. Radio digital en España: Incertidumbres tecnológicas y amenazas al pluralismo. Documentos De Trabajo (Laboratorio De Alternativas), (132), 1. En internet: http://goo.gl/DK1zh8 • [9] J. Pluskota. 2015. The perfect technology: Radio and mobility. Journal of Radio & Audio Media, 22(2), 325-336. • [10] Estudio General de Medios. Resumen General. Año móvil 2017. En internet: https://www.aimc.es/a1mcc0nt3nt/uploads/2018/04/resumegm118.pdf

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