From Radio Magazines to Social Media: Audience Seek Out Their Radio Stations

Abstract

This study examines the evolution of radio audience interaction from the early days of letter writing and radio magazines to contemporary engagement through social media platforms such as Instagram, Facebook, and X. Using the netnography method, it analyzes audience behavior toward Turkey's most listened-to radio stations and prominent presenters. The findings reveal a shift in audience loyalty from radio institutions to individual broadcasters, driven by the immediacy and accessibility of social media. While traditional communication emphasized respectful, delayed feedback, today's interaction is fast, direct, and often informal. Social media has enhanced the visibility of broadcasters, increased feedback opportunities, and provided new revenue sources, ultimately reshaping the relationship between listeners, radio, and content creators. © 2025, IGI Global Scientific Publishing.