Rádio endereçado a jovens: reestruturação do mercado carioca e contradições na disputa pela audiência do futuro

Abstract

This research has as main objective to investigate the radio strategies of stations identified with the youth segment in Rio de Janeiro market to build relationships and establish links with their audience in order to identify if their practices and dynamics are changed in a process of ‘de-juvenilization’ of radio. The empirical work is based on bibliographic research that serves two purposes: to approach discussions about the categorization of 'young people' from a perspective of complexity; and to contextualize the moment of transformation in which radio is inserted, in a brief recovery of its historical trajectory with emphasis on segmentation aimed at the youth audience. The media scenario of multiple offers in which the attention of young people is fiercely disputed instigates a greater understanding of the current radio, which overflows from the hertzian signal to other platforms, has done and how it has operated to attract and communicate with young people in face of its plurality. To carry out the investigation, the production of the communication environment of the stations currently supported by social networks and institutional sites, in addition to the sound emission, is verified. This study focuses on the two stations that self-proclaim as addressed to young people in Rio de Janeiro: Radio Mix Rio FM and Rádio Mood FM. It started with exploratory research, at first, by listening to broadcasters in hertzian signal and analyzing their pages on Facebook, Instagram, Twitter, YouTube channels and websites. In a second moment, a more detailed content analysis of the sound and online communication environments is carried out, to observe the proposals for interaction and identity of the broadcasters as indicators of building bonds with listeners. Subsequently, an analysis of textual fragments consolidates the analytical stage. Among other results, it appears that there are contradictions in the classification of broadcasters as young people because they present more general elements. It is also possible to identify a dispute regarding the definition of youth radio and the constitution of this address (youth audience). The 'de-juvenilization' is noticeable to the extent that there are no constant and continuous references in radio productions that allow a generational identification that is binding. And, in addition to the lack of complexification of the audience, the radio broadcasting ends up being supported by a comprehensive concept of youth related to the 'state of mind' and the way of living, which makes the broadcasters' practices ambiguous.