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Old media meets new media - a case study of public service and social media. More traditional media such as public service-radio have faced challenges when digitalization allowed audiences to change platforms and use new medias. The aim of this study is therefore to analyse the way that the public service-radio in Sweden, Sveriges Radio P1 and P3, use Instagram and Facebook to complete the gap of their core activity, and how these are used to take place in the new media landscape. Three questions were asked to answer the aim, how do they use social media to complete the gap, how do they use them to connect with the audience, and in what amount is it done. Aspects of digitalization (Appelgren and Leckner 2019) and affordances (Treem and Leonardi 2013) together with concepts of public service (Hjarvard 2018) were applied as the theoretical framework. The methods used were qualitative and quantitative content analysis. The themes that were found during the qualitative analysis created the foundation for a quantitative content analysis. The results show that there are both differences and similarities in the way that the two radio stations use social media, however the results show that most of the posts contained information or marketing towards their core activities, such as radio and podcasts. Results also show that little effort was done to try and get closer to the audience except for occasional attempts by P3. The frequency of how they operated their social media indicated that the channels did use social media for different purposes. / De traditionella medierna som public service-radio har mött utmaningar när digitaliseringen möjliggjort för publiken att byta plattformar och använda nya medier. Syftet med denna studie är därför att analysera hur public service-radio i Sverige, Sveriges Radio P1 och P3, använder sociala medierna Instagram och Facebook för att komplettera kärnverksamheten, och hur dessa används för att ta plats i det nya medielandskapet. Tre forskningsfrågor ställdes för att besvara syftet, hur använder de sociala medier för att komplettera kärnverksamheten, hur använder de sociala medier för att komma närmare lyssnarna, och i vilken utsträckning görs det. Aspekter av digitalisering av Appelgren och Leckner (2019) och affordances av Treem och Leonardi (2013) tillsammans med koncept om sociala medier av Hjarvard (2018) användes som teoretiskt ramverk. De använda metoderna var kvalitativ och kvantitativ innehållsanalys. De teman som funnits i den kvalitativa analysen skapade grunden för den kvantitativa analysen. Resultatet visar att det både finns skillnader och likheter i hur radiokanalerna P1 och P3 använder sociala medier, likväl visade resultatet att majoriteten av inläggen innehöll information om eller marknadsföring av kärnverksamheten som radio och podcasts. Resultatet visade även att det var lite som gjordes för att komma närmare lyssnarna utöver några enstaka försökt från P3. Resultatet av i vilken omfattning som radiokanalerna använde sociala medierna kunde styrka att de använder för olika ändamål.

The purpose of this BA-thesis was to learn the differences in news broadcasts between one public service radio channel and two commercial radio channels. To do this we used a quantitative analysis method to examine the content of the news broadcasts and then we conducted in-depth interviews with several people working with the different radio channels using a qualitative research interview method to learn their views on news and news broadcasting. We measured the differences between the channels in six areas: subject, headline, news presentation, gender, advertising and sources. Our two main theories were normative theory and media logic. The results found that there were several major differences between the public service radio channel and the two commercial radio channels. Apart from several important differences in the six measured categories we also found that the sound and tone in the public service radio channel was very different from the two commercial radio channels. We also found the public service radio channels news broadcasts to be more serious than the two commercials ones’.