Local commercial radio on social media

V magistrskem delu želimo predstaviti, kako pomembna so družbena omrežja, v našem primeru Instagram in Facebook za »tradicionalne medije« ter za radio. Internet in z njim povezana družbena omrežja omogočajo hitro iskanje vsebin in informacij na zahtevo, zato mlajše generacije vse raje uporabljajo nove medije. Pomemben pojem, s katerim smo se ukvarjali v magistrskem delu, je pojem konvergence, ki združuje tradicionalne in nove medije. Zanimalo nas je predvsem, kako radio predstaviti na družbenih omrežjih in privabiti tudi mlajše občinstvo. Magistrsko delo je potekalo na primeru lokalnega komercialnega radia, Radia City. Radio City ima v svojem lokalnem okolju veliko stopnjo poslušanosti, vendar na družbenih omrežjih ni tako aktivenIn my master\u27s thesis, I want to emphasise the importance of social media, in our case Instagram and Facebook, for the ‘older media’, the radio. The internet and the other social media tied to it, allow us to search for contents and information fast and on demand, therefore the younger generations prefer to make use of the new media. A crucial concept examined in this work is convergence, which combines old and new media. We were especially interested in how to introduce the radio on social network and make it more inviting for younger audience. This master’s thesis was based on the example of the local commercial radio, Radio City. Radio City has a high rate of listeners in its local environment, but lacks activity on social networks