Visualizing a Non-Visual Medium through Social Media: The Semiotics of Radio Station Posts on Instagram

For decades, radio was primarily a hidden or unseen medium to listeners. In recent years, digital technologies have transformed radio to a medium that can both be seen and heard. In particular, visuals on social media have given audiences a real-time glimpse of broadcast operations and talent, while enhancing interaction with stations. This study examined how commercial stations across the United States portrayed themselves through posts on Instagram. Using a qualitative methodology and social semiotic theory, results of the study revealed two dominant themes of station posts—station promotion and community—that signified the essence of radio stations.