ABSTRACT
This chapter shows how social media are used for the interaction between listeners and radio, considering how social media have become an inseparable part of media life. It shows that text-based interactivity allows for more content to be collected by the audiences. The chapter provides a co-occurrence of multiple content access and archiving spaces, ranging from social media spaces such as Facebook and Twitter to Web-based Short Message Service (SMS) depositories and real-time display via TV screens. In the Norwegian context, levels of interactivity have been documented based on empirical analyses of various programme formats, such as differentiating degrees of interactivity. Audiences were integrated into programming from the inception of mass media. Real-time programming leaves little time to incorporate the content that is submitted in real time by audience members. Messages addressed to all audience members were more likely to be sent via Facebook, yet non sequiturs were dominant for SMS.
