The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries

Detalhes bibliográficos
Autor(a) principal: Ferraretto, Luiz Artur
Data de Publicação: 2015
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista FAMECOS: Mídia cultura e tecnologia
Texto Completo: https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/18855
Resumo: Based on the political economy of communication, this work attempts to define the alterations that have occurred throughout time, in the framework of the merchandise offered by commercial broadcasting stations. It is based on the arguments of Dallas Smythe (1983) in relation to the configuration of the audience as such, as well as on the proposal for the periodization of the history of Brazilian radio broadcasting presented in a previous paper (Ferraretto, 2012). This paper intends to offer elements to complement this notion, taking into account the proposition made by the Canadian researcher, with the alterations which have been caused by the environment and by the capitalist system since the 70s, that is, the role of the identity of broadcasting stations and the relation with the brand. In this way, the work allows for the comprehension of the radio broadcasting business in contemporaneity, when the convergence starts to predominate as a marketing strategy. 
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spelling The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industriesEstructuración de la mercancía de las emisoras comerciales bajo la convergencia: apuntes para una economía política de la industria radiofónicaEstruturação da mercadoria das emissoras comerciais sob a convergência: apontamentos para uma economia política da indústria radiofônicaCommercial radiosMerchandiseIdentityCommercial radiosRádio comercialMercadoriaIdentidadeRádio comercialRadio comercialMercancíaIdentidadBased on the political economy of communication, this work attempts to define the alterations that have occurred throughout time, in the framework of the merchandise offered by commercial broadcasting stations. It is based on the arguments of Dallas Smythe (1983) in relation to the configuration of the audience as such, as well as on the proposal for the periodization of the history of Brazilian radio broadcasting presented in a previous paper (Ferraretto, 2012). This paper intends to offer elements to complement this notion, taking into account the proposition made by the Canadian researcher, with the alterations which have been caused by the environment and by the capitalist system since the 70s, that is, the role of the identity of broadcasting stations and the relation with the brand. In this way, the work allows for the comprehension of the radio broadcasting business in contemporaneity, when the convergence starts to predominate as a marketing strategy. Con base en la economía política de la comunicación, este artículo identifica los cambios ocurridos, a lo largo del tiempo, en la conformación de la mercancía ofrecida por las emisoras comerciales. Se apoya en la argumentación de Dallas Smythe (1983) acerca de la configuración de la audiencia como tal y en la propuesta de periodización de la historia del radio brasileño presentada en trabajo anterior. Considerando la proposición del investigador canadiense con las alteraciones sufridas por el medio y por el sistema capitalista desde los 1970, ofrece elementos para complementar esa noción, a saber el papel de la identidad de la emisora y de la relación con la marca. Por lo tanto, se busca presentar una base para la comprensión del negocio radiofónico en la contemporaneidad, cuando la convergencia pasa a predominar como estrategia mercadológica.Com base na economia política da comunicação, este artigo identifica as alterações ocorridas, ao longo do tempo, na conformação da mercadoria oferecida pelas emissoras comerciais. Apoia-se na argumentação de Dallas Smythe (1983) a respeito da configuração da audiência como tal e na proposta de periodização da história do rádio brasileiro apresentada em trabalho anterior. Cotejando a proposição do pesquisador canadense com as alterações sofridas pelo meio e pelo sistema capitalista desde a década de 1970, oferece elementos para complementar aquela noção, a saber o papel da identidade da emissora e do relacionamento com a marca. Busca, deste modo, apresentar subsídios para a compreensão do negócio radiofônico na contemporaneidade, quando a convergência passa a predominar como estratégia mercadológica.Editora da PUCRS - ediPUCRS2015-02-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/1885510.15448/1980-3729.2014.3.18855Revista FAMECOS; Vol. 21 No. 3 (2014); 943-965Revista FAMECOS; Vol. 21 Núm. 3 (2014); 943-965Revista FAMECOS; v. 21 n. 3 (2014); 943-9651980-37291415-054910.15448/1980-3729.2014.3reponame:Revista FAMECOS: Mídia cultura e tecnologiainstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/18855/12571https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/18855/14792Ferraretto, Luiz Arturinfo:eu-repo/semantics/openAccess2017-07-14T16:23:54Zoai:ojs.revistaseletronicas.pucrs.br:article/18855Revistahttps://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecosPRIhttps://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/oai||revistafamecos@gmail.com1980-37291980-3729opendoar:2017-07-14T16:23:54Revista FAMECOS: Mídia cultura e tecnologia - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false
dc.title.none.fl_str_mv The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
Estructuración de la mercancía de las emisoras comerciales bajo la convergencia: apuntes para una economía política de la industria radiofónica
Estruturação da mercadoria das emissoras comerciais sob a convergência: apontamentos para uma economia política da indústria radiofônica
title The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
spellingShingle The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
Ferraretto, Luiz Artur
Commercial radios
Merchandise
Identity
Commercial radios
Rádio comercial
Mercadoria
Identidade
Rádio comercial
Radio comercial
Mercancía
Identidad
title_short The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
title_full The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
title_fullStr The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
title_full_unstemmed The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
title_sort The structuring of the merchandise of commercial broadcasting stations within a convergence: notes for a political economy of radio industries
author Ferraretto, Luiz Artur
author_facet Ferraretto, Luiz Artur
author_role author
dc.contributor.author.fl_str_mv Ferraretto, Luiz Artur
dc.subject.por.fl_str_mv Commercial radios
Merchandise
Identity
Commercial radios
Rádio comercial
Mercadoria
Identidade
Rádio comercial
Radio comercial
Mercancía
Identidad
topic Commercial radios
Merchandise
Identity
Commercial radios
Rádio comercial
Mercadoria
Identidade
Rádio comercial
Radio comercial
Mercancía
Identidad
description Based on the political economy of communication, this work attempts to define the alterations that have occurred throughout time, in the framework of the merchandise offered by commercial broadcasting stations. It is based on the arguments of Dallas Smythe (1983) in relation to the configuration of the audience as such, as well as on the proposal for the periodization of the history of Brazilian radio broadcasting presented in a previous paper (Ferraretto, 2012). This paper intends to offer elements to complement this notion, taking into account the proposition made by the Canadian researcher, with the alterations which have been caused by the environment and by the capitalist system since the 70s, that is, the role of the identity of broadcasting stations and the relation with the brand. In this way, the work allows for the comprehension of the radio broadcasting business in contemporaneity, when the convergence starts to predominate as a marketing strategy. 
publishDate 2015
dc.date.none.fl_str_mv 2015-02-03
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/18855
10.15448/1980-3729.2014.3.18855
url https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/18855
identifier_str_mv 10.15448/1980-3729.2014.3.18855
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/18855/12571
https://revistaseletronicas.pucrs.br/ojs/index.php/revistafamecos/article/view/18855/14792
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Editora da PUCRS - ediPUCRS
publisher.none.fl_str_mv Editora da PUCRS - ediPUCRS
dc.source.none.fl_str_mv Revista FAMECOS; Vol. 21 No. 3 (2014); 943-965
Revista FAMECOS; Vol. 21 Núm. 3 (2014); 943-965
Revista FAMECOS; v. 21 n. 3 (2014); 943-965
1980-3729
1415-0549
10.15448/1980-3729.2014.3
reponame:Revista FAMECOS: Mídia cultura e tecnologia
instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
instacron:PUC_RS
instname_str Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
instacron_str PUC_RS
institution PUC_RS
reponame_str Revista FAMECOS: Mídia cultura e tecnologia
collection Revista FAMECOS: Mídia cultura e tecnologia
repository.name.fl_str_mv Revista FAMECOS: Mídia cultura e tecnologia - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)
repository.mail.fl_str_mv ||revistafamecos@gmail.com
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