The radio on paper. Precedents of transmedia storytelling in Unión Radio and Ondas magazine (1925-1935)

Abstract

The aim of this paper is to analyze the transmedia practices of the radio station Unión Radio using Ondas, its associated magazine, in order to document a clear precedent of transmedia storytelling established before the digital era. A qualitative content analysis of all issues of the magazine was carried out. Ondas served to offer a differentiated access point to certain contents of the station (expanded access), to provide summarized material to guide the listener-readers and, above all, to provide new content that functioned as narrative extensions of the stories broadcast by the station (expanded content). This study is pioneering in the analysis of the transmedia character of the radio´s origins in Spain.