Content Convergence and Audience Engagement on Platform X: A Study of the @RadioElshinta Account
DOI:
https://doi.org/10.59261/bustechno.v7i4.772Keywords:
Audience Engagement, Content Convergence, Radio Elshinta, X PlatformAbstract
Background: Digital platforms enable radio stations to distribute information beyond conventional broadcasts and provide observable indicators of audience response. Understanding how a news radio account organizes its content on social media can help describe its digital communication practices.
Objective: This study describes the content presented by Radio Elshinta through its @RadioElshinta account on Platform X and maps observable audience responses across content categories.
Methods: A descriptive quantitative approach using social media content analysis was applied to all 2,175 posts recorded from 1 April to 31 May 2026. Each post was assigned to one primary content category. Presentation formats, likes, reposts, replies, and views were documented, and the data were summarized using counts, percentages, and descriptive comparisons.
Results: The findings show that 2,175 posts were published during the observation period, with real-time traffic updates representing the largest content category with 790 posts (36.32%), followed by talk-show summaries with 547 posts (25.15%) and national news and politics with 383 posts (17.61%). Content was presented through various formats, including text, images, videos, audio clips, and links. Audience engagement varied across content categories, with category-specific engagement rates ranging from 0.16% to 0.58%, while the overall average engagement rate ranged from 0.18% to 0.35%.
Conclusion: The findings indicate that the @RadioElshinta account functioned as a digital distribution channel that presented diverse information formats and content categories during the observation period. The observed differences in engagement across content categories provide a descriptive basis for understanding audience responses to radio-related content distributed through Platform X.
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