Abstract
Digital technologies have sparked a renewed focus on radio personalities. Radio personalities are, by virtue of their profession, performers, and social media offers a stage on which to enact their professional and personal identities. Drawing on Goffman’s (1959) theatre metaphor, this study explored the way radio presenters display their personal and professional identities online. This research evolved from the difficulty that seems to exist in the interplay between a personal online identity and an online personal brand. The qualitative study was embedded within an interpretative and constructivist paradigm. Data were collected through face-to-face interviews with radio personalities of a commercial radio station in South Africa and were triangulated with content analysis of the presenters’ social networking profiles. The findings extend existing scholarship by suggesting that radio personalities display differently configured online characters. The study makes a theoretical contribution by highlighting that radio personalities’ actions on social media should be informed by a strategic marketing approach in achieving individual and business goals.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: MedieKultur: Journal of media and communication research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
