«(...) all the essays in this collection say much the same thing: that radio retains a distinctive and vital role in our multi-media world and is a fascinating, complex and rewarding object of study» (Crisell, 2006: xiv)
(Preservar a sua identidade - manter-se como rádio, e apenas adaptar-se; evoluir até deixar de ser rádio - o dilema que vive a rádio nesta altura)
«The reader will quickly be struck by two things. The first is how how extraordinarily resilient radio is, notwithstanding its frequent designation as the 'Cinderella' medium. In the context of convergent tendencies in the mass media, some of the essays attribute its resilience to an ability to preserve its distinctiveness, others to the ease with which it can incorporate new features such as interactivity and visual text» (Crisell, 2006: vii-viii)
TOD, Linda (2002), Creating the best teachers for the playstation generation, ATEA Conference, Julho
Linda Tod (2002) fala numa 'playstation generation' («The playstation generation are already technologically literate – this literacy needs to be harnessed and used as a key to future learning and not just a source of amusement.») (pag 8)
Kearney e Skelton (2003) falam também numa 'geração playstation', «Today’s computing students arrive in our classroom familiar with a wide range of technology. They are used to rapid change and fast paced, interactive environments that this brings. This is the Playstation generation and engaging them in the classroom requires us to be innovative and creative with our learning strategies» (pág 1)
KEARNEY, Paul, e SKELTON, Stephen (2003), Teaching Technology to the Playstation Generation, Bacit, vol 1, nº 2
«What should we call these "new" students of today? Some refer to them as the N-[for Net]-gen or D-[for digital]-gen. But the most useful designation I have found for them is Digital Natives. Our students today are all "native speakers" of the digital language of computers, video games and the Internet.» (Prenski, 2001: 1)
«Today‟s students – K through college – represent the first generations to grow up with this new technology. They have spent their entire lives surrounded by and using computers, videogames, digital music players, video cams, cell phones, and all the other toys and tools of the digital age. Today‟s average college grads have spent less than 5,000 hours of their lives reading, but over 10,000 hours playing video games (not to mention 20,000 hours watching TV). Computer games, email, the Internet, cell phones and instant messaging are integral parts of their lives.» (Prenski, 2001: 1)
PRENSKI, Mark (2001), Digital Natives, Digital Immigrants, <em>On the Horizon</em>, NCB University Press, Vol. 9 No. 5, October
«Girls continue to be heavier users of electronic communications than boys. According to the Pew study, 44% of teen girls send text messages daily, compared with 28% of boys. And girls were twice as likely as boys to send messages daily through social networking sites (31% compared with 16%). “The role of technology in teen girls’ lives cannot be underestimated,” said eMarketer senior analyst Debra Aho Williamson. “Because they use an array of communications devices on a daily basis, marketers must think about extending their messaging to a variety of platforms to effectively reach them.”»
«US Teens Compose Constantly Online», eMarketeer, APRIL 25, 2008
« US teens are nearly universal users of the Internet and e-mail, according to the Pew Internet and American Life Project-National Commission on Writing report titled "Writing, Technology and Teens," conducted from September to November 2007. The study was conducted to determine the relationship between online and "real" writing. While educators hope to turn teens' heavy use of electronic text into solid writing skills, the data should also interest marketers who want to reach teens. [12-14 anos: 92%; 15-17: 96%] Responding teens were heavy users of electronic communications overall: 71% had a mobile phone, 59% had a notebook or desktop PC, 58% had a social network profile and 27% had a blog.»
«US Teens Compose Constantly Online», eMarketeer, APRIL 25, 2008
Bonneville’s new media director James Webb says radio needs to stop thinking of its cume as “listeners” and consider them to be “users.” He says “Listeners are engaged only when the radio is on. Radio users connect with you in other ways.”
Your competition - and your aspirations and opportunities - have just opened wide.
How does that change what you do, when you see your "listeners" as "users"?
Sobre o assunto:
A cronica de James Webb The End of “Listeners”: «Listeners are engaged only when the radio is on. Radio users connect with you in other ways, strengthening your brand and encouraging loyalty with each touch. They access your content whenever they want, however they want.
Many of our listeners - ahem! - users, return to our sites every day. Pictures, video, and more get posted on the web to supplement the on-air message. When the show is over, users go online and discuss it or pass it on. News junkies get timely text alerts, and hundreds of captive radio users stream our music station in their offices. The interesting thing about this is that new media, used effectively, propels users to listen to the radio more, not less.
Research has show again and again that web users are not particularly loyal. However, that changes when users are also engaged in broadcast media, particularly when there is additional, compelling content available there»
«Podcasting is about as long tail as it gets. Although there are a few highly-rated podcasts with more than 100,000 listeners/viewers, most podcasts have far smaller audiences, highly-focused on niche interests.
According to long-tail theory, these targeted audiences should be especially valuable to advertisers and marketers. Although the audiences are small, each listener or viewer is very interested in the subject, and the audiences should therefore carry commensurately higher ad pricing. (...) “Podcasting is, by its nature, a niche medium, and this is not likely to change," said Paul Verna, senior analyst at eMarketer. "But podcasting delivers a level of end-user engagement that is rare in today’s multi-format world.”» (Remember Podcasting? Listeners Do. eMarketeer, APRIL 24, 2008
segundo Jerry Del Colliano (COLLIANO, Jerry del, Gen Y Consults Radio Inside Music Media, 14/04/08):
«(...) When I arrived at USC four years ago for my radio sabbatical, I was shocked to find young people so distanced from radio. It didn’t take me long to find out why. Other alternatives. More time on the computer, cell phones, social networks like Facebook, but the worst cut of all was the one that could have been prevented. (...) So, here’s what I observed as their advice to radio:
1. Too much repetition, not enough new music.
2. Feature knowledgeable djs.
3. Fewer commercials.
4. Make better commercials.
5. Forget HD.
6. Personalities are the appeal.
7. Make content for their portable devices.
8. They want to be your program director.
«They want to be your program director. In the past year I’ve observed how much this generation wants to "mash-up" or contribute to the entertainment they listen to. Hell, YouTube is the "mash-up" capital of their world. You can shoot it, add music, collaborate, stage it, fake it, steal it -- and you never need a PD (As a former PD this hurts me to write that line). Any radio strategy that doesn’t include listener participation and active input will fail. Back in the 60’s when stations first started playing "Instant Gold requests" on-air, listeners burned up the phone lines to call in a request. Radio hasn’t gone very far beyond that.»
COLLIANO, Jerry del, Gen Y Consults Radio Inside Music Media, 14/04/08
«Make content for their portable devices. Many students faithfully listen to podcasts. Podcasting is the next radio -- have I said that lately? The reason I keep saying it is because it is. The next generation wants to time delay its entertainment. They want to control it -- stop, start, go back, advance. They are less likely to tune in to 24/7 programming and more likely to "subscribe" (for free -- I'm just using the term "subscribe" to mean sign up) to what they want. This is mandatory -- get into podcasting. And if you're going to do it with the current air staff, you'll lose. You need an entire new approach from content, production, marketing and sales. (...) Two, learn about podcasting. You're going to see me talking about the new radio a lot in the future. I am jumping in with two feet -- not just with one toe. I advise the same to you. Podcasting is not as easy as you think. Of course, it's easy to do technologically -- that's not what I'm saying. It's the content, the presentation, new ways to market (no commercials) and make a profit. If it sounds like radio on a memory stick, it won't pass the test with Gen Y.»
COLLIANO, Jerry del, Gen Y Consults Radio Inside Music Media, 14/04/08
(um exemplo de como o comportamento da geração iPod - os seus hábitos, os seus comportamentos - vai influenciar a definição de um novo tipo de consumo, o consumo activo; no caso, ao não encontrarem na rádio as musicas de que gostam, procuram onde isso é possivel)
«Too much repetition, not enough new music. Any programmer knows that if you cut the playlist and play the hits, your ratings will go up. But with this generation it is different. They really do like obscure songs. Many are so anti-repetition that they will just walk away from it. Some can't understand why radio stations insist upon telling them that they play the greatest variety when the playlists are so obviously short. This is a deal breaker with the next generation» COLLIANO, Jerry del, Gen Y Consults Radio Inside Music Media, 14/04/08
Ouvinte é aquele que ouve (!); a partir do momento em que - mesmo num espaço que tradicionalmente estava dedicado ou partia da rádio - ele não apenas ouve mas faz outras coisas (vê, lê), fará sentido chamar-lhe ouvinte? Mais, a partir do momento em que ele até pode estar na página de uma rádio sem ouvir (a emissão), que sentido fará chamar ouvinte?
Propõe-se, em alternativa, duas novas designações (que, como se verá, não são sinónimas), além de ouvinte (quando estivermos a falar da emissão audio conhecida hoje como rádio):
- utilizador (todo aquele que utiliza a internet)
- consumidor (aquele que procura conteúdos quer sejam audio, video, texto, etc, sobretudo associado ao consumo activo de audio)
(a rádio - entendida cada vez mais como plataforma multimedia - tambem poderá/deverá solicitar aos seus utilizadores que lhes enviem fotos e videos para serem alojados online; talvez se torne mais normal, contudo, que os consumidores-produtores escolham sites associados a imagem para esse envio. Poderá a rádio utilizar os seus consumidores/cidadãos para relatos 'radiofónicos'? Com que riscos? Com que adesão? Uma coisa é filmar/gravar (sem aparecer) outra protagonizar)