On-Air and Online: Social Media and Local Radio Production in the UK

Digitalisation and the emergence of online media in particular have led to intense debates about its effects on what is now often called “traditional media” including broadcast media such as radio. Our paper investigates how radio stations’ expansion into online space has transformed radio production. Focusing on the relationship between station and listeners, it discusses the social media practices of radio producers and explores whether these new digital tools contribute to a shift towards a more participatory production culture. The paper draws on data from a multi-method case study investigation of local British radio stations that combined programme analysis, expert inter views and web analysis. The study highlighted a shared belief among producers in the importance and value of social media for achieving audience loyalty and engagement. Nevertheless – not least due to a lack of additional resources – their use of social media is mainly an extension of traditional journalistic and promotional techniques. Its potential for listener involvement in the production process is not met and exchanges with the audiences remain in the digital realm without impact on the on-air listener experience.