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Public Service and Portuguese Radio on Instagram

Resumo

Today, radio can not only be heard but also seen. With the expansion of digital platforms, radio stations have begun integrating visual elements into their communication, allowing for an examination of how they construct identity, promote content, and engage with online audiences. This study investigates whether communication on Instagram differs between public and private radio stations, considering the principles of differentiation expected of public service media. Using a quantitative approach with data extracted via Application Programming Interface (API), 844 posts from 2023 were analyzed: 244 from Antena 3 (public) and 600 from Rádio Comercial (private), with a margin of error of ±2.10%. The main findings indicate that the institutional nature of radio stations significantly shapes their social media communication, challenging the conclusions of previous research. Antena 3 exhibited stronger alignment with public service objectives, particularly through content focused on artists and events, whereas Rádio Comercial favored promotional and viral strategies. The hypotheses suggesting that institutional nature would not affect communication, and that the themes of “Self-promotion” and “Community” would be equally represented in both cases, were rejected. Nevertheless, themes traditionally associated with public service, such as education and health, were notably absent. The study also reaffirms the increasing visual dimension of radio in the digital age.