Coexistence between radio and social networks in the process of media convergence in Spain

Abstract

Media convergence is part of a process of cultural transformation that involves various forms of information consumption; a scenario in which the media, including radio, submerges to capture and interact with the audience, and there is a phenomenon of repositioning of proximity that provides new impetus to the radio in both its traditional and online broadcasts. This research aims to determine the scope of national radio (thematic and general) of Spain on the basis of the report that summarizes the last three waves of the General Media Study (2018) through a quantitative analysis that consists of comparing the number of listeners (open signal), the number of followers, interactions, commitment and comments on Facebook and Twitter, indicators used to measure the rate of interaction or engagement and the CTR (clicks by tweet I like and the number of followers). The results allow obtaining data on the impact and reach of Spanish radios and serve as a guide for the adoption of digital strategies. The interaction of the generalist radios is greater than the thematic ones, and in the selected sample they are all musical. The main difference should be in qualitative aspects, since the quantitative evidence shows no correlation. Finally, depending on the social network in question, a different behavior is observed among stations.