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The significant penetration of social media, as well as its expressive and interactive possibilities, have placed it at the heart of the radio ecosystem. But what about Instagram? The aim of this study is to analyze the presence of the main European generalist radio stations in Instagram. On the basis of a sample of 19 radio profiles and 14,787 publications, a study was carried out using content and discourse analysis as research methods. This study has concluded the adaptation of radio brands to this platform and their use for self-promotion, despite the loss of audio as an identifying element.

More than a Picture. The Adaptation of the European Generalist Radio to Instagram