Papo de Rádio: as exigências de mercado e os novos perfis da audiência como fatores de influência sobre o modo de (des)fazer rádio nos dias de hoje: o fim da Rádio Globo de São Paulo

Abstract

The product Papo de Rádio “Market demands and new audience profiles as influencing factors on the way of (un)making radio nowadays: the end of Rádio Globo de São Paulo” presents two podcast episodes that seek to understand and debate the social role of the media in society. The influence they exert and suffer taking into account socio-historical-cultural aspects of a population. It was also highlighted the participation of the mass (audience) in the construction of the identity of a radio station and the strengthening of affective bonds and belonging of a vehicle with its audience. Based on these aspects, the aim was to discover the degree of influence of these factors in the process of closing Rádio Globo's activities in São Paulo. For this, in addition to consulting the theoretical apparatus chosen to support the discussions raised in the work, professionals from the radiophonic environment and teachers with experience in the communication vehicle in question, the radio, were interviewed and expressed opinions about the changes, the current moment of radio, the new audience profiles and the relationship between the public and the advertisers as the productive mode of radio. Finally, listeners of Rádio Globo in São Paulo were also heard and commented on their experiences and their affective ties with the extinct station.