Method of Establishing Social Campaigns in Radio Using the Virtual Space (A Case Study of Corona Pandemic)

The need to inform, educate and mobilize people to deal with natural and unnatural crises is among the necessities of today's societies to which the media are expected to respond, as well. With the advancement of technology and the change of lifestyle, we are witnessing the synergy of media, and this -in times of crisis- can be a good opportunity for a media such as radio to use the capacity of cyberspace to apply public dynamics as an influential strategy. In the present research, triangulation has been used to gather and qualitative content analysis was applied to analyze the data. The population under study are the programs produced in Radio Salamat and interviews with radio producers. In line with that, 10 programs from Radio Salamat and 10 producers in the field of Corona pandemic programming with a focus on social dynamics were selected via purposive sampling. Theoretical coding was, also, used in data analysis. Based on the findings, using short and creative structures of radio programming and maximum use of social media capacities to increase audience interaction and participation are among the most important points that are necessary for radio programmers to attend. The findings of the research show that the context of cyberspace has a significant role in the formation, continuity and success of social campaigns, especially in times of crises.