Traditionella medier möter nymedier : En fallstudie om public service och sociala medier

Sammanfattning: Old media meets new media - a case study of public service and social media. More traditional media such as public service-radio have faced challenges when digitalization allowed audiences to change platforms and use new medias. The aim of this study is therefore to analyse the way that the public service-radio in Sweden, Sveriges Radio P1 and P3, use Instagram and Facebook to complete the gap of their core activity, and how these are used to take place in the new media landscape. Three questions were asked to answer the aim, how do they use social media to complete the gap, how do they use them to connect with the audience, and in what amount is it done. Aspects of digitalization (Appelgren and Leckner 2019) and affordances (Treem and Leonardi 2013) together with concepts of public service (Hjarvard 2018) were applied as the theoretical framework. The methods used were qualitative and quantitative content analysis. The themes that were found during the qualitative analysis created the foundation for a quantitative content analysis. The results show that there are both differences and similarities in the way that the two radio stations use social media, however the results show that most of the posts contained information or marketing towards their core activities, such as radio and podcasts. Results also show that little effort was done to try and get closer to the audience except for occasional attempts by P3. The frequency of how they operated their social media indicated that the channels did use social media for different purposes.