Technology and community communication: the use of the radio broadcasting as a strategy for urban sustainability
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Data
2020
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Edições Universitárias Lusófonas
Resumo
This work addresses a study developed in the city of São Paulo (Brazil)
with the Rádio Comunitária Heliópolis (Heliópolis Community Radio Station), which
from Monday to Friday, from 12h00 to 14h00, broadcasts the programme Bairro
Educador (Educating Neighbourhood). The research was conducted between November
12 and 16, 2018, aiming to understand how a community radio station can
contribute to sustainable urban development. By means of participant observation,
the programme schedule and episodes (via radio and the internet) and the broadcasted interviews were analysed. Despite the anthropological approach, the research
was based on the theory of communication, using the concepts of social marketing
and communication for development, aimed to capture changes in awareness,
behaviour and human action due to the challenges imposed by contemporary
society. The concepts used challenges habits and cultural and social attitudes
standardized and trivialized for decades by the social structure in force. The broadcasting schedule, directed at urban sustainability, indicated strong appeal for the
listeners, especially when an average of 100% increase in audience was observed
the moment it was disseminated. This appeal was reaffirmed in the qualitative
analysis on the listeners’ participation in the social networks. These allow us to
conclude that despite the difficulties in altering the population’s deep-rooted behaviour
standards, it is possible to envisage possibilities for social transformation using
diversified communication technologies. The literature, as well as the phenomenon
observed, indicates that different factors may influence actors’ involvement in the
search for collective solutions for common problems. It was possible to verify that
a broadcast programming strategy aimed at raising awareness, mobilizing and
sensitizing, placing the common citizen in the centre of the proposals, can have a
significant impact in solving or reducing the problems related to urban sustainability.
Descrição
Série Cultura e Território
Palavras-chave
EDUCAÇÃO, EDUCATION, URBANISMO, URBANISM, ESTAÇÕES DE RÁDIO, RADIO STATIONS, SUSTENTABILIDADE URBANA, URBAN SUSTAINABILITY, TECNOLOGIAS DA INFORMAÇÃO E COMUNICAÇÃO, INFORMATION AND COMMUNICATION TECHNOLOGIES, ESTUDOS DE CASO, CASE STUDIES