“O rádio está morto... Viva o som!” ou como o rádio pode se transformar em uma nova mídia

Abstract

The present article is the Portuguese translated version for the presentation given by the author at the University of Minho (Braga, Portugal) during the Radio Evolution Congress 2011, an event organized by the ECREA – European Communication Research and Education Association. It aims to debate on the challenges currently faced by radio media as to become a new sound media in the context of a new soundscape or sound-sphere, for the new listeners. As the author focuses especially on the situation of radio in Spain, he stands that for radio to be successful in such scenario it has to focus on the aspect of being an exclusively sound media and also focus on a new audience which understands that the mediation performed by traditional means of communication is no longer needed.