Digital Activism in Radio Broadcasting: The Impact of Social Media on Radio Management and Identity

Social media has significantly changed the scene of radio broadcasts in Indonesia. This study examines how digital activism via social media influences the management tactics and identity building of Indonesian radio stations. A multiple case study technique was qualitatively employed in this study. Data were gathered through in-depth interviews, observations, and social media content analyses. Data patterns and key themes were identified using thematic analysis techniques. The validity and dependability of the research findings were guaranteed through triangulation of sources and techniques. The findings indicate that social media has altered how radio stations schedule and control broadcast material. Social media has opened new avenues for real-time engagement between listeners and broadcasters. Radio stations are increasingly dependent on digital platforms to create and enhance their brand identity. While digital activism presents difficulties in online reputation management, it also creates fresh opportunities for radio stations to participate in social concerns. The findings of this study are anticipated to offer new perspectives on the radio broadcasting sector in the digital age.