Representações sociais dos multimédia nas telenovelas portuguesas: Elementos para uma abordagem transmedia

• Autor(a) principal: Maria Inês Alves de Melo
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://repositorio-aberto.up.pt/handle/10216/114347
• topic: Ciências da engenharia e tecnologias; Engineering and technology

With the appearance of paid channels and the consequent offer of more specific content, there was a greater fragmentation of audiences.In Portugal the scenario is no different, more and more Portuguese have access to paid channels or use the internet to access content.Despite the growing use of multiple platforms with Internet connection, by the Portuguese users, the transmediatic reality is still not very present in our country. Although there have been some occasional cases in which the narrative has dispersed across different platforms, the interaction with the viewer remains a failure.The purpose of this work is to study the Portuguese soap operas and the social representations that transmit of the multimedia in the episodes. It aims to answer the questions: (i). How are multimedia represented in soap operas? (ii) What scenarios can be implemented, based on the analysis of social representations, to increase the participation of the viewer? (iii) In what way does the audience evaluate the scenarios identified, namely, in their potential to promote viewer participation?For the accomplishment of these objectives, a majority approach was chosen qualitatively, through three studies where, in the first one, a content analysis is done in which the corpus of analysis are episodes of Portuguese soap operas. In the second study, a focus group was made up of seven adults, four females and three males, who see or not soap operas and have or do not have social media accounts. This study led to a third one where semi-structured interviews were applied using the technique of content analysis for the treatment of narrative material, where the participants were the two respondents in the focus group who saw daily soap operas.From the results obtained, and from a general perspective, it is pointed out that the authors of Portuguese soap operas try to be as close as possible to society's everyday life regarding the use of multimedia technologies. Regarding the focus group, it is confirmed a defamiliarization on the part of the interviewees, namely at the level of topics such as transmedia storytelling and participatory culture. Concerning the semi-structured interviews, it is verified that, after a brief exposure of an altered scenario, the interviewees showed a greater openness to the themes, showing a greater interest and even a certain enthusiasm for future implementation in the national fiction.The results obtained in the study contributed to the clarification of the elements already existing in telenovelas, necessary for the transition and adaptation to the transmedia in Portuguese fiction, as well as for the care to be taken in its implementation so as not to corrupt a public with a lot of participation potential , quite averse to profound changes in the classic stigma of Portuguese soap opera.