Twitter as a public service medium? A comparative content analysis of the use of Twitter made by Radio Rai and RNE

Bonini Baldini, Tiziano; Sellas, Toni

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Twitter seems to be, among the other social media, one of the best new media for drawing back the audience from internet to radio and to improve the engagement with listeners. This paper analyses the practices of public radio in Social Media focusing on the use of Twitter by two European public broadcasters: RAI (Italy) PSM role in society is being questioned and asked to extend its service to include a new media strategy. The study aims to understand how public service operators adapt themselves to the new multi platform scenario which should drive them to change the relationship with their listeners.

Autori:	BONINI BALDINI, TIZIANO Sellas, Toni mostra contributor esterni nascondi contributor esterni
Titolo:	Twitter as a public service medium? A comparative content analysis of the use of Twitter made by Radio Rai and RNE
Tipo:	journal article - articolo
Lingua:	eng
Data di pubblicazione:	apr-2014
Pagina iniziale:	125
Pagina finale:	146
Numero di pagine:	22
Nazione editore:	ES
Nome editore:	Servicio de Publicaciones de la Universidad de Navarra SA
Keywords:	Radio, Twitter, Radio RAI, RNE, social media, content analysis.
Abstract:	Twitter seems to be, among the other social media, one of the best new media for drawing back the... audience from internet to radio and to improve the engagement with listeners. This paper analyses the practices of public radio in Social Media focusing on the use of Twitter by two European public broadcasters: RAI (Italy) PSM role in society is being questioned and asked to extend its service to include a new media strategy. The study aims to understand how public service operators adapt themselves to the new multi platform scenario which should drive them to change the relationship with their listeners.
Citazione:	Twitter as a public service medium? A comparative content analysis of the use of Twitter made by Radio Rai and RNE, 2014-04.
Appare nelle tipologie:	1.01 Articolo in rivista

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http://hdl.handle.net/10808/9026

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