<![CDATA[Radio faces existential challenges in the digital age, marked by technological disruption and changes in audience behaviour. This study aims to systematically analyse the evolution of radio audience engagement strategies from monologue to dialogue through a literature review perspective. Using a literature study method and a descriptive qualitative approach, this study collects, analyses, and synthesises data from various sources, including national and international scientific journals published between 2020 and 2025. The results of the analysis show that the transformation of the media landscape has changed audiences into active, fragmented prosumers who demand personalised and interactive experiences. To respond to these changes, the radio must adopt a two-way approach. Social media has emerged as a crucial bridge in this transition, serving as a key tool for facilitating real-time interaction, building communities, and strengthening listener loyalty. Effective adaptation strategies in the era of dialogic communication encompass several key pillars: media convergence through the adoption of streaming technology for on-demand accessibility; content diversification beyond traditional audio broadcasts to formats such as podcasts and videos; and the implementation of an audience-centric approach by leveraging data analytics for personalisation. This shift fundamentally transforms radio products from mere audio broadcasts into a complete transmedia experience. This study concludes that the evolution of radio audience engagement strategies represents a paradigm shift, requiring institutions to transform from information broadcasters into dialogue facilitators and community hubs in order to maintain their relevance and sustainability amid increasingly fierce media competition.]]>
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