Radio & social media content integrations - perceived effects on Listeners: an Indian perspective

Padmakumar, K. and Padma Rani (2016) Radio & social media content integrations - perceived effects on Listeners: an Indian perspective. Journal of Media and Social Development, 6 (2). pp. 17-23. ISSN 2320-8244

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Abstract

This study examined the perceived effects of radio and social media content integration in an Asian context. Radio, popularly known as the traditional aural medium quickly adapted itself to the changes brought in by the social media revolution. The arrival of audio sources like Sound Cloud, Spotify etc. has further enhanced the listening experience on social media and other on-line platforms with provisions for instant feedback and reach. Content Integration is rapidly gaining importance as an alternative method of revenue generation in FM radio stations around the world. Sales messages are camouflaged into the jock talk without the listener even realizing that it carries an element of advertising. Studies related to audience reception analysis in Radio studies are common while empirical studies pertaining specifically to content is still an under-studied area. Adopting a qualitative research technique, this paper employing the focus group method attempted to understand and analyze social media content integrations on FM radio stations in India and its effects on listeners.

Item Type: Article
Uncontrolled Keywords: Content Integrations, Radio and Social Media, Invisible, Content Integrations, Radio and Social Media, Invisible, Visible traditional Medium.
Subjects: A Arts and Humanities > Journalism and Mass Media Communication
Divisions: Department of > Journalism and Mass Communication
Depositing User: Dr Raju C
Date Deposited: 19 Jul 2021 10:48
Last Modified: 19 Jul 2021 10:48
URI: http://eprints.uni-mysore.ac.in/id/eprint/16875

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