Rádio Super Marajoara, na cabeça e no coração do povo: a plataformização da 1130 na internet

Abstract

With the advancement of the internet and the consolidation of platforms such as YouTube, traditional radio has faced the challenge of reinventing itself to maintain its relevance and reach. The platformization of radio, characterized by the integration of audio and video in on-line broadcasts, has brought significant changes to the logic of production, distribution, and consumption of radio content. This phenomenon, although widely observed in major urban centers, has also reached peripheral regions of the country, such as the Amazon, where local broadcasters must adapt to the demands of the platformization environment. In this context, this master's dissertation investigates how Rádio Super Marajoara, one of the most traditional stations in Belém do Pará, has sought to adapt to the process of radio platformization. The aim is to understand the technological, operational, and symbolic transformations that have marked the station’s transition to the on-line environment, especially through the adoption of video platforms and social media. The research adopts a qualitative approach based on radio communication studies (Kischinhevsky, 2016), combining autoethnography with semi-structured interviews (Lakatos; Marconi, 2003). The study draws on authors such as Castells (2016), Chagas (2017), and Costa (2011) to discuss the transformation of radio, as well as regional references such as Costa (2000; 2011; 2023), Ribeiro (2010), Seixas, Rodrigues and Santa Brígida (2020), and Silva Júnior and Seixas (2022), who offer a deeper understanding of radio in the Amazonian context. Contributions from Vieira and Gonçalves (2003) and Leal (2010) are also considered. Founded in 1954 and celebrating its 70th anniversary in 2024, Rádio Super Marajoara has established a strong presence in the popular imagination of Pará with the slogan “in the head and in the heart of the people.” Known for its entertainment programs and sports coverage, the station has undergone significant changes in recent years, incorporating audiovisual resources into its daily programming, which includes journalism, sports, and entertainment. By documenting this transition, the dissertation aims to contribute to the understanding of radio in the Amazon, highlighting the impacts and potential brought by platformization in the regional context.