New types of radio communication: The investiture of Pedro Sánchez 'broadcast' on Instagram

Abstract

Radio's evolution in recent years is characterised by the growing presence and use of social networks as communication channels with their audiences and the emergence of new narratives. This research explores the coverage carried out by the four main Spanish radio stations-Cadena SER, COPE, Onda Cero and Radio Nacional de Espana-through their Instagram accounts during the inauguration of Pedro Sánchez as President of the Government of Spain. The results obtained from an analysis of quantitative and qualitative content reveal that, in some cases, the introduction of radio on Instagram is still in its infancy. However, stations such as SER and COPE have already implemented new narratives in this social network. The radio uses Instagram to inform and also as a platform for opinion genres having a significant impact on the communities of followers.