ABTRACT

The significant penetration of social media, as well as its expressive and interactive possibilities, have placed it at the heart of the radio ecosystem. But what about Instagram? The aim of this study is to analyze the presence of the main European generalist radio stations in Instagram. On the basis of a sample of 19 radio profiles and 14,787 publications, a study was carried out using content and discourse analysis as research methods. This study has concluded the adaptation of radio brands to this platform and their use for self-promotion, despite the loss of audio as an identifying element.

中文翻译：

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不仅仅是一张图片。欧洲通才电台对 Instagram 的改编

摘要

社交媒体的显着渗透及其表达和互动的可能性，使其成为广播生态系统的核心。但 Instagram 呢？本研究的目的是分析 Instagram 上欧洲主要综合广播电台的存在情况。以19个电台简介和14,787份出版物为样本，以内容和话语分析为研究方法进行了研究。这项研究得出了广播品牌对该平台的适应及其用于自我推销的结论，尽管音频作为识别元素的丧失。