A experiência da audiência das telenovelas em Portugal: um modelo a partir da teoria fundamentada em dados

• Autor(a) principal: Ferreira, Raquel Marques Carriço
• Data de Publicação: 2010
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório Institucional da UFS
• Texto Completo: http://ri.ufs.br/jspui/handle/riufs/8710
• topic: Audiência e recepção; Modelo da audiência das telenovelas; Telenovelas portuguesas; Telenovelas brasileiras; Padrões de exposição e consumo; Teoria fundamentada em dados; Valor da expectativa dos usos e gratificações; Audience and reception; Spectatorship model of soap operas; Portuguese (autochthonous) soap operas; Brazilian (heterochthonous) soap operas; Exposure and consumption patterns; Grounded theory; Expectation-value of uses and gratifications

This research is about the spectatorship of Brazilian and Portuguese soap operas in Portugal. The Grounded Theory approach was employed to derive a “SOAP OPERAS SPECTATORSHIP MODEL” firmly rooted in the perspectives of 49 soap operas viewers. The resulting model reveals three groups of motives for viewing soap operas: a) mood management, b) habit, and c) social integration/ learning. Within the model, each motivation group is associated with a particular strategy and level of exposure to soap operas, as well as predominant choices about the soap opera’s national or foreign origin. With regard to Portuguese soap operas, particular attention is paid to the receptor´s social integration and learning, the latter allowing him/her to use the contents in his/her personal context: The receptor is being counseled in the taking of decisions, given the opportunity to evaluate feelings and behaviors, and to confirm or adjust attitudes, styles and behaviors. With regard to Brazilian soap operas, the motive of mood management is highlighted, though not excluding the other above mentioned groups of motives. Establishing the relationships between the concepts identified in the research, the study presents the viewers´ experiences with soap operas in Portugal.