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Abstract This paper seeks theoretical support in the political economy of communication to analyze the outlooks of the Brazilian commercial radio in its convergence phase. It aims to demonstrate the misconception of the overestimation of technology in this process, which assumes such practice as something common in the business sector. To that end, earlier proposals are revisited so that the concept of radio can be redefined, taking into account a plural conception to the field, the specific language used, the expansion towards other media, and its characterization as a cultural creation collectively developed. In this theoretical and conceptual framework, the commercial stations of contemporary time are approached from four points of view taken here as complementary: (1) the technological; (2) the business; (3) the professional and content and (4) that of the audience. Downloads Download data is not yet available. Author Biography Luiz Artur Ferraretto, Universidade Federal do Rio Grande do Sul Professor do Programa de Pós-graduação em Comunicação e Informação da Universidade Federal do Rio Grande do Sul, Porto Alegre, RS. References AM ESTÉREO, últimos retoques. Revista da Abert, Brasília: Associação Brasileira de Emissoras de Rádio e Televisão, n. 12, p. 10-12, mai. 1986.

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