?Do not let rock out of you? : the Kiss FM Radio identity configuration on expanded radio.

A constru??o e manuten??o da identidade de uma emissora no r?dio expandido n?o se restringem ?s caracter?sticas de programa??o, j? que suas configura??es transbordam do dial para outras plataformas, como as redes sociais digitais. Para verificar a configura??o da identidade da R?dio Kiss FM enquanto emissora dedicada ao rock, o trabalho analisa o uso que ela faz das caracter?sticas culturais e associativas do g?nero musical na programa??o em fluxo, no site e nas redes sociais on-line, recorrendo a refer?ncias est?ticas e diretas pr?prias da cultura rock.The construction and maintenance of a broadcaster?s radio identity is not restricted to programming features, as its settings overflow from the dial to other platforms, such as digital social networks. In order to verify the identity configuration of Radio Kiss FM as a dedicated rock radio station, this work analyzes the cultural and associa tive characteristics of the musical genre in flow programming, on the web site and online social networks, using references aesthetic and direct aspects of rock culture