University television, visibility and consumption: the role of social networks in promoting content

Detalhes bibliográficos
Autor(a) principal: Lopes Davi Médola, Ana Silvia
Data de Publicação: 2019
Outros Autores: Frascareli Lelis, Mariane
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: Comunicação, Mídia e Consumo (Online)
Texto Completo: https://revistacmc.espm.br/revistacmc/article/view/1835
Resumo: Non-hegemonic Brazilian television stations such as university TVs find in the current media context the possibility of new content distribution flows in relation to those structured in the analogue system. This is because digital convergence, coupled with the emergence of social networks, are potential resources to promote the visibility of their programs, as they favor the dissemination of the contents available to different audiences. Under the semiotic look of social interaction and visibility regimes, the present project analyzes the strategies adopted by TV Unesp in social networks and identifies a content dissemination logic subordinated to the commercial purposes of these platforms. The analysis of the results of the publications on Facebook to promote visibility shows how the logic of algorithm-driven monetization reaffirms the hegemony of commercial media organizations in the ecosystem of social networks.
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spelling University television, visibility and consumption: the role of social networks in promoting contentTelevisão universitária, visibilidade e consumo: o papel das redes sociais na promoção dos conteúdosTelevisão universitáriaTV UnespVisibilidadeSemióticaRedes SociaisNon-hegemonic Brazilian television stations such as university TVs find in the current media context the possibility of new content distribution flows in relation to those structured in the analogue system. This is because digital convergence, coupled with the emergence of social networks, are potential resources to promote the visibility of their programs, as they favor the dissemination of the contents available to different audiences. Under the semiotic look of social interaction and visibility regimes, the present project analyzes the strategies adopted by TV Unesp in social networks and identifies a content dissemination logic subordinated to the commercial purposes of these platforms. The analysis of the results of the publications on Facebook to promote visibility shows how the logic of algorithm-driven monetization reaffirms the hegemony of commercial media organizations in the ecosystem of social networks.As emissoras de televisão brasileiras não hegemônicas como as TVs universitárias encontram no contexto midiático atual a possibilidade de novos fluxos de distribuição de conteúdos em relação aos estruturados no sistema analógico. Isto porque a convergência digital, aliada ao surgimento das redes sociais, são recursos potenciais de promoção da visibilidade dos seus programas, pois favorecem a divulgação dos conteúdos disponibilizados aos diversos públicos. Sob o olhar semiótico dos regimes das interações sociais e de visibilidade, o presente trabalho analisa as estratégias adotadas pela TV Unesp nas redes sociais e identifica uma lógica de disseminação de conteúdos subordinada aos propósitos comerciais dessas plataformas.Escola Superior de Propaganda e Marketing2019-08-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAnálise semióticaapplication/pdfapplication/pdfhttps://revistacmc.espm.br/revistacmc/article/view/183510.18568/cmc.v16i46.1835Comunicação Mídia e Consumo; Vol. 16 No. 46 (2019): MAIO/AGOSTO; 354-375Comunicação Mídia e Consumo; Vol. 16 Núm. 46 (2019): MAIO/AGOSTO; 354-375Comunicação Mídia e Consumo; v. 16 n. 46 (2019): MAIO/AGOSTO; 354-3751983-707010.18568/cmc.v16i46reponame:Comunicação, Mídia e Consumo (Online)instname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporenghttps://revistacmc.espm.br/revistacmc/article/view/1835/pdfhttps://revistacmc.espm.br/revistacmc/article/view/1835/pdf_1Copyright (c) 2019 Comunicação Mídia e Consumoinfo:eu-repo/semantics/openAccessLopes Davi Médola, Ana SilviaFrascareli Lelis, Mariane2020-09-04T16:51:44Zoai:ojs.revistacmc.espm.br:article/1835Revistahttps://revistacmc.espm.br/revistacmc/oaiPRIhttp://revistacmc.espm.br/index.php/revistacmc/oaithoff@espm.br||revistacmc@espm.br1983-70701806-4981opendoar:2020-09-04T16:51:44Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv University television, visibility and consumption: the role of social networks in promoting content
Televisão universitária, visibilidade e consumo: o papel das redes sociais na promoção dos conteúdos
title University television, visibility and consumption: the role of social networks in promoting content
spellingShingle University television, visibility and consumption: the role of social networks in promoting content
Lopes Davi Médola, Ana Silvia
Televisão universitária
TV Unesp
Visibilidade
Semiótica
Redes Sociais
title_short University television, visibility and consumption: the role of social networks in promoting content
title_full University television, visibility and consumption: the role of social networks in promoting content
title_fullStr University television, visibility and consumption: the role of social networks in promoting content
title_full_unstemmed University television, visibility and consumption: the role of social networks in promoting content
title_sort University television, visibility and consumption: the role of social networks in promoting content
author Lopes Davi Médola, Ana Silvia
author_facet Lopes Davi Médola, Ana Silvia
Frascareli Lelis, Mariane
author_role author
author2 Frascareli Lelis, Mariane
author2_role author
dc.contributor.author.fl_str_mv Lopes Davi Médola, Ana Silvia
Frascareli Lelis, Mariane
dc.subject.por.fl_str_mv Televisão universitária
TV Unesp
Visibilidade
Semiótica
Redes Sociais
topic Televisão universitária
TV Unesp
Visibilidade
Semiótica
Redes Sociais
description Non-hegemonic Brazilian television stations such as university TVs find in the current media context the possibility of new content distribution flows in relation to those structured in the analogue system. This is because digital convergence, coupled with the emergence of social networks, are potential resources to promote the visibility of their programs, as they favor the dissemination of the contents available to different audiences. Under the semiotic look of social interaction and visibility regimes, the present project analyzes the strategies adopted by TV Unesp in social networks and identifies a content dissemination logic subordinated to the commercial purposes of these platforms. The analysis of the results of the publications on Facebook to promote visibility shows how the logic of algorithm-driven monetization reaffirms the hegemony of commercial media organizations in the ecosystem of social networks.
publishDate 2019
dc.date.none.fl_str_mv 2019-08-08
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Análise semiótica
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1835
10.18568/cmc.v16i46.1835
url https://revistacmc.espm.br/revistacmc/article/view/1835
identifier_str_mv 10.18568/cmc.v16i46.1835
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://revistacmc.espm.br/revistacmc/article/view/1835/pdf
https://revistacmc.espm.br/revistacmc/article/view/1835/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2019 Comunicação Mídia e Consumo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Comunicação Mídia e Consumo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing
dc.source.none.fl_str_mv Comunicação Mídia e Consumo; Vol. 16 No. 46 (2019): MAIO/AGOSTO; 354-375
Comunicação Mídia e Consumo; Vol. 16 Núm. 46 (2019): MAIO/AGOSTO; 354-375
Comunicação Mídia e Consumo; v. 16 n. 46 (2019): MAIO/AGOSTO; 354-375
1983-7070
10.18568/cmc.v16i46
reponame:Comunicação, Mídia e Consumo (Online)
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Comunicação, Mídia e Consumo (Online)
collection Comunicação, Mídia e Consumo (Online)
repository.name.fl_str_mv Comunicação, Mídia e Consumo (Online) - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv thoff@espm.br||revistacmc@espm.br
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