European regional media at the digital challenge: presence, communication, and engagement of the profiles of TV channels on the social media

• Tipo: Capítulo ou Parte de Livro
• Data: 2025-12-29

Autores

Rodríguez-Martelo, Talía (Autor) Outra; Maroto-González, Isaac (Autor) Outra; Ribeiro, Vasco (Autor) FLUP

Livro

Título: Governance models in public service media: participation, reputation, and sustainability in the era of platformization

Páginas: 139-151

ISBN: 978-1-041-03149-9 (hbk); 978-1-041-03150-5 (pbk)

ISBN Eletrónico: 978-1-003-62251-2

Editora: Routledge e Taylor & Francis

Indexação

Crossref

Outras Informações

DOI: 10.4324/9781003622512-11

Abstract (EN): One of the bigger concerns for corporations is the management of their presence on social media. In the case of media organizations, which function both as communicators and corporate entities, this dialogue becomes particularly relevant given the contemporary reality of digital platforms and media convergence. Social media provides a powerful tool for engaging with audiences—especially younger demographics—promoting content, and disseminating corporate values, extending beyond the traditional broadcasting model of radio and television. This research analyses the digital presence of six stations from the CIRCOM-Regional network in Spain, Portugal, Norway, Germany, and Albania, examining their communication strategies, social media presence, and audience engagement. For European regional media, establishing and maintaining an emotional connection with their audiences is a strategic necessity. Social media platforms offer an ideal virtual space for interaction, yet this potential remains underutilized. The findings reveal that, despite producing high-engagement content such as news programmes, media outlets themselves often disrupt dialogic loops. The study concludes that there is a missed opportunity to foster continuous dialogue with audiences who simultaneously engage with linear television and social conversation through the phenomenon of second screens.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 13