Listeners’ Engagement and Interactivity in News Radio Twitter in Indonesia

Abstract

Although radio has traditionally been recognized as a medium dependent on listener engagement, social media platforms such as Twitter have introduced new forms of interactivity due to their real-time and networked characteristics, facilitating the emergence of novel engagement types. Employing a case study approach, this research delves into the various forms of engagement on @PRFMnews, the official Twitter handle of PRFM Radio in Indonesia. Data was collected through observation of posts and interactions on the @PRFMnews account and through comprehensive interviews with the chief editor and two online editors of the station. Document studies were also conducted throughout October 2021 to gather research data. The study yielded several findings. Firstly, Twitter has been identified not only as a source of news but also as a platform that augments listener engagement in citizen journalism. Secondly, user-to-user interactivity was evident in the manner in which users tweeted and responded to posts from both their peers and account administrators. Thirdly, user-to-system interactivity was characterized by how individuals engaged with the social networking platform itself, particularly in actions like clicking URLs and viewing media containing hyperlinks. Lastly, user-to-document interactivity was observed in the way users retweeted and liked posts on the @PRFMnews account. These findings demonstrate that the dynamics between radio stations and their listeners have evolved in conjunction with the popularity of Twitter.