期刊名称：Communication & Society (Formerly Comunicación y Sociedad)
电子版ISSN：2386-7876
出版年度：2014
卷号：27
期号：2
页码：125-146
DOI：10.15581/003.27.2.125-146
出版社：Universidad de Navarra
摘要：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) and RNE (Spain). 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.
关键词：Radio; Twitter; Radio RAI; RNE; social media; content analysis.
