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TizianoBonini
tiziano.bonini@gmail.com
IULMUniversityofMilano,Italy
Radiopublicisn’twhatitusedtobe:
emergingmodelsintheage
ofnetworkedsociety
Abstract
Whatisthepublic?Andhowdoestheradio,spublicchangewhenitcrosseswiththatof
socialnetworks?Whatvaluedoesthepublichaveforradio?Andmostofall,whatvaluedoradio
andsocialmediahaveforthepublictoday?
Whydoesn,tthepublicoftraditionalmedia(press,radio,TV)holdthesamevalueasitonce
did?Whatischanginginthepublic,sroleandsocialweight,duetothedialecticsbetweentradi-
tionalmediaandsocialnetworks?Iwillattempttodefinethepoliticalandeconomicimplications
ofthenewrolethatthemedia,spublicisplayinginascenariothatsomeonehasdefinedasKthe
post-expositionmediaera”.Inthisbriefessay,Iwilloutlinesomedirectionsthatcouldallowus
toanswerthesequestions,focusingspecificallyonthecaseoftheradiopublic,whichIhavemore
experiencewith,asacasestudy.Thechoiceoftheradiopublicasanin-depthcasestudyisnot
onlyduetomyexperience,butalsotothefactthatthispublicisamongthetraditionalmedia
publicsthatisintegratingthemostwithsocialmediaandwiththeinternetingeneral,andthat
isdisplayingtheemergenceofnewdynamicsthatcouldbeinterestingforfurtherreflectionson
othermediaaswell.
Keywords:radiopublic,socialmedia,visualmedium
Whatisthepublic
Beforetacklingthechangesthattheradiopublichasbeenundergoing,
Iwouldliketoattemptabriefoverviewoftheconceptofpublic.Thefirst
definitionofpublicthatwemaystartwithisthatoftheFrenchsociologist
GabrielTarde,whostatedthatwhilecrowdsdependoncasualphysicalprox-
imity,publicsarecreatedaroundexperiencessharedbypeoplewhoarenotin
thesameplace(anewspaper,spublicofreaders,StephenKing,spublic,aradio,s
public):Kindividualsscatteredinspacewhosecohesionispurelymental”(Clark