User-generated content gatekeeping on the radio: Displacing control to technology

Abstract

This study focuses on user-generated content (UGC) via Facebook and mobile texting selection and allocation for broadcast. Based on the premises of Gatekeeping theory in traditional mass media content selection, this study asks how social media messages, solicited by the radio station, are filtered out for the programmes. Based on semi-structured interviews with the Italian commercial radio station’s staff, participant observation and a content analysis of the UGC messages, the study scrutinizes institutional decision-making processes. The radio station’s selection of UGC exhibits efforts to maintain control over the streams of incoming UGC content. As expected, UGC manual content selection or automated content matching is geared towards efficiency. Also, in this study only 33 per cent of messages have been selected for broadcast. UGC gatekeeping has also presented evidence of displacement of control within the radio station. Rather than shifting control to audiences, radio stations displaced control to technology-assisted gatekeeping. While the study showed a ‘widening’ of the gates in terms of content (there was no differentiation in selecting messages directed to the radio station or to the overall audience members), shift of control to the audiences remains an ideal rather than reality.