CONTEMPORARY MANIFESTATIONS OF INTERACTIVITY IN RADIO

This article explores the relevance of contemporary interactive broadcasting as a key model of modern radio. It identifies key trends in the development of interactive journalism in the context of commercialization and media convergence, and defines the factors influencing the transformation of interactive formats. The role of interactive content in the overall volume of radio broadcasting was investigated, new types of interactive broadcasts and their manifestations on the radio were studied. It is substantiated that the changes that have occurred in interactive radio journalism are determined not only by technological progress and market patterns in the media sphere, but also by the rapidly changing needs of the audience, the transformation of their behavioral models and media consumption regime. The article examines creative concepts that determine successful interaction between communicators and listeners, techniques for personalizing content, its visualization, and on-air tactics for strengthening contact with the audience. Noting the multifunctional nature of modern interactive broadcasting, the author particularly emphasizes the strengthening of the socially integrating mission of interactive broadcasts, aimed not only at the formation and expression of public opinion, but also the implementation of “social control,” which in turn contributes to the democratization of both communication processes and radio broadcasting in general. Noting the multifunctional nature of modern interactive broadcasting, the author emphasizes the strengthening of social and integrative missions. The publication analyzes types of interactive broadcasting, demonstrating the feasibility of both incentive and self-directed interaction. Interactive broadcast techniques based on both indirect and direct contact are studied and substantiated. New approaches to the use of SMS projects, top votes, surveys, and interactive discussions are identified, and modifications of the interactive "roundtable discussion" and game forms of advertising and situational profiles are analyzed. This integrative mission of interactive broadcasts is focused not only on the formation and expression of public opinion, but also on the implementation of "social control," which in turn contributes to the democratization of both communication processes and radio broadcasting as a whole. It is shown that the modification of interactive broadcasts results in a stronger authorial element, with a more pronounced variability in the journalist's personalized approach to guests and listeners. Specific examples demonstrate that the guidelines for the use of interactive elements in radio broadcasting have changed, the very nature of the relationship with listeners within the program has changed, and communication within the "listener-to-listener" model has become more prominent. Based on an analysis of radio's interactions with new media, it is concluded that many broadcasters have not yet realized the benefits of digitalization, social media, and mobile apps. Examining radio stations' online presence, the author concludes that modern marketing and management in the radio industry require well-thought-out tactics for engaging listeners in communications processes, as well as the effective use of interaction tools such as registration services, subscriptions, survey tabs, conveniently placed social media icons, contact buttons, and so on. To optimize audience engagement, it is proposed that radio hosts establish and maintain personal social media accounts across the board, and systematically utilize a strategy of multifaceted off-air engagement, including promotions, giveaways, and flash mobs. All of this should be aimed at ensuring that listeners perceive radio not only as a source of information and entertainment, but as a community. The challenges of interactive radio journalism are identified, and recommendations for optimizing audience engagement and prospects for its further development are presented.