Tweeting but not Talking: The Missing Element in Talk Radio's Institutional Use of Twitter Articles uri icon

publication date

  • October 2014

start page

  • 481

end page

  • 500


  • 4


  • 58

International Standard Serial Number (ISSN)

  • 0883-8151

Electronic International Standard Serial Number (EISSN)

  • 1550-6878


  • The interplay between Twitter and media organizations has been an increasing area of research. This article examines how talk radio stations have adopted Twitter at an institutional level, based on a comparative study of the official accounts of three prominent talk radio stations in Canada in 2010 and 2011. While talk radio is considered an interpersonal medium, our analysis shows the stations mainly use Twitter as a one-way medium to broadcast news updates, rather than to engage with audiences. Our findings suggest a divergence between institutional and individual social media practices, with official accounts as formal channels of communication.


  • talk radio stations; mass media; organizational behavior; business communication; social aspects; canada