LA RADIO EN EL ECOSISTEMA MEDIÁTICO DEL SIGLO XXI: ESTUDIO DE CASO EN PORTUGAL

Abstract

Since the appearance of television, the death of the radio has been expected. However, despite all the threats it is still alive and has seen an increase in audiences in a hostile scenario for a centennial media. Reality shows that the radio has transformed its weaknesses into strengths and has adapted to the new ecosystem faster than any other media. The reasons for this quick and successful adaptation are related to the simplicity of the support and to its unisensorial language, but also to an unprecedented capacity of adaptation to new situations. This work identifies the characteristics that makes radio a survivor and analyzes the way in which the radio adapted itself to the new ecosystem, illustrating each case with examples from Portuguese radios.

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