Adapting Approaches for Radio in the Digital Era: Does Radio Still Serve as a Communication Platform for the Community?

Seyha Chan

Independent Researcher

The evolving role of digital media has transformed traditional media consumption in Cambodia. To understand the role of radio in the digital era, this study utilises qualitative data to understand the radio consumption behaviour in the era of digital media. This study’s sample comprised 19 in-depth semi-structured interviews. The findings highlight that radio consumption among the younger generation is lower. However, older individuals and those in remote areas, such as indigenous communities with limited internet access, radio remains a source of their information. The generational divide in media consumption highlights the need for radio stations to adopt innovative strategies by reintegrating their broadcasting through digital media platforms to engage audiences across different demographics. The study discovered that to improve adaptation approaches for radio in the digital era, radio stations should also produce more engaging and multimedia content, including short videos, podcasts, and interactive live discussions. Most respondents expressed that radio remains relevant for the rural communities with limited internet access. The radio broadcasters are recommended by the indigenous communities to develop targeted radio campaigns focused on early marriage prevention, alcohol and drug abuse awareness, gender-based violence intervention, and legal awareness.

Article link: https://www.asianinstituteofresearch.org/JSParchives/adapting-approaches-for-radio-in-the-digital-era%3A-does-radio-still-serve-as-a-communication-platform-for-the-community%3F