A thesis shows the possibilities of social networks to renew the interaction and diffusion of radio



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## A thesis shows the possibilities of social networks to renew the interaction and diffusion of radio

07/05/2015 |
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* [![Tesis Lucía Casajús tesis-radio tesi-radio](/com/investigacio/arxiu/noticies/2015/2/tesis-radio/tesi-radio.jpg)](#)

The university radios find in social networks a new space for the dissemination of their contents, which opens new relationships with their audience. It is a growing process since 2008, but it is still performed in an intuitive and reactive way without an explicit strategy, which can integrate into the overall management of the stations. This is what follows the conclusions of the thesis “University Radios and Social Networks” defended by Lucia Casajús at Universitat Jaume I.

The paper analyses the characteristics of the presence and content management in social networks of the 23 university radios at the Association of University Radio in Spain and thus becomes one of the few scientific studies which addresses the topic of university radios in Spain.

Initial research findings indicate that the general social networks such as Twitter and Facebook are the most used by the Spanish university radios, followed by the audio, social network iVoox.  ‪Also, Twitter is the social network that records more interaction, although Facebook is the one with most followers. The study notes  "university radios have had a significant growth in social networking in the last five years” in which they publish periodically prioritizing the dissemination of radio programs and their contents. A key point in this regard is the fact that in social networks,  “university radios maintain their identity associated the sound” because, although they are multimedia platforms, the radios prioritize posting links to audio contents.

The study reflects the views of the leaders of the Spanish university radios, who emphasize that the dissemination of radio content, the promotion of interaction and the participation, are the main objectives in social networks. They also consider necessary the presence on these platforms and highlight the increased interaction, involvement and feedback they favour.

Showing they are active and interactive in social media, offering an extension of themselves in web portals, and incorporating these platforms to the comprehensive management of the station through a precise planning, are some of the challenges faced by the university radios, not only to continue prevailing, but also to extend and strengthen their presence. For it, the thesis proposes a Good Practice Manual for the work of university radios in social networks.

“There is currently no clear definition of responsibility for the content management of university radios in social networks, neither have been developed manuals with concrete and comprehensive planning” states the author. A point that “would help to increase the visibility and extent of these radios is the use of some key media on the translation of the extension work of the university” according to Ph.D. Casajús. Social networks open up significant opportunities for the development of university radios which “can take profit of the high youth participation on these platforms, the public service vocation and the profile of a platform for experimentation and innovation which generates differentiated contents”, she says.

The thesis “University Radios and Social Networks. Analysis of Content Management of Spanish university radios in Social Networks”, defended by Lucia Casajús in late January 2015, and directed by Francisco Fernández Beltrán, director of Communication and Publications of the UJI, has been marked *Summa Cum Laude*.

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