Social media usage by teen segmented commercial private radio in Bandung

Communication Science Department, Communication & Business Faculty, Telkom University

^* Corresponding author: martha.djamil@gmail.com

Abstract

Radio is one of mass media which functions to inform, to educate, to entertain and to influence. In Indonesia, private commercial broadcast radios are the biggest in numbers with more than 700 radio stations throughout indonesia. Some of the private commmercial radio stations select audience segmentation of young people or teenagers. This is due to fact that numbers of young people dominate the whole population. Social media nowadays has become a primary need for most of its users, especially young people. The usage of social media as a tool in virtual social interaction, has also been used by many radio stations, especially whose target audience are teenagers. The usage of social media by teen segmented radio stations is not only for on-air activities, but also to support off-air activities. How the use of social media by teen segmented radio stations in Bandung, to support on-air and off-air activities, is the focus of this research. Through qualitative research with descriptive method, it is hoped to describe more comprehensively about the usage of social media by teen segmented private radio stations in Bandung.