Konvergensi Media dan Transformasi Partisipasi Audiens: Studi Pola Interaksi pada Radio EBS FM Universitas Hasanuddin melalui Website dan TikTok Live

Abstract

The rapid development of digital technology has significantly transformed the radio broadcasting industry, including changes in media consumption patterns and audience participation. Conventional frequency-based radio broadcasting is increasingly required to adapt by utilizing digital platforms to maintain its relevance. EBS FM, the campus radio station of Hasanuddin University, has implemented a media convergence strategy by integrating its broadcasts through a streaming website and TikTok Live. This study aims to describe the forms of media convergence adopted by EBS FM, analyze the transformation of audience participation from linear radio consumption to real-time interactive streaming, and identify the patterns of digital interaction established between the audience and the radio management. This research employed a qualitative approach using a single case study method. The findings reveal that media convergence is realized through the integration of FM radio broadcasting with a streaming website and TikTok Live. Audience participation has shifted toward more active engagement through comments, likes, shares, and real-time interactions. Furthermore, the resulting communication pattern demonstrates more active two-way interaction than conventional radio broadcasting. These findings indicate that media convergence enhances audience engagement while strengthening the sustainability and relevance of campus radio in the digital era.