Media and audiences in WhatsApp: Interactions, local issues, and agenda correlation in an experimental broadcasting-reception group

Since its inception, WhatsApp has expanded the possibilities for media institutions to connect with audiences. A review of the literature reveals that international experiences primarily utilize it as a tool for distributing information ("broadcasting" functionality) and, to a lesser extent, as a channel for continuous feedback with audiences ("reception-broadcasting" functionality). This study mainly intended to characterize the dynamics of an experimental reception-broadcasting group created by a Cuban radio program to interact with its audience on local issues. This experience can not only shed light on how to reduce dissonance between media and their audiences in Cuba, but it also can be beneficial for any media outlet seeking greater audience participation and engagement. The study focused on the dynamics of the interactions and the relationship between the emerging thematic agendas in the group. To do this, theoretical production on interactions on the WhatsApp platform and the Agenda Setting Theory were used. The methodological design was quantitative. Content analysis was applied to 100% of the messages that appeared in the group, and a self-selected and self-administered online survey was conducted, to which a probabilistic sample of the members responded (34 out of 60 participants). The results showed high interaction between the media and citizens, as well as between citizens themselves, which fostered a significant correlation between the agenda proposed by the media and the topics of interest to the audiences.