Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Manancial - Repositório Digital da UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/17722 |
Resumo: | The present study derives from the perspective of expansion of publicity actions beyond spaces previously defined to its insertion, such as commercial breaks in television. In this context, the study approaches promotionality as a constitutive phenomenon of televisive media, which is converted into an overdeterminant function in relation to the other functions commonly ascribed to television – inform, entertain and educate –, it contaminates the actions of broadcasters and is materialized in broadcasted texts, even bursting to the web. In this regard, promotinality is related to television programming as a whole, favoring both external advertisers as well as broadcasters. The examined gap arises from the transmediatic perspective, which involves promotionality, that is, the observation of the televisual platform and its burst to the web environment, by studying the Soap Opera Império, produced and broadcasted by TV Globo. The main objective of study is to analyze, through different configurations assumed by self-promotional pieces, the strategies deployed in the Soap Opera releasing, considering their internal organization as well as their integration with different media platforms. To do so, we draw on a theoretical and methodological articulation involving the perspectives of the Bakhtin Circle and the European (Greimasian) discursive semiotics in order to observe the Soap Opera publicity pieces in relation to their context (paratextual level), to other reference texts (intertextual paradigmatical level) and to texts that precede and follow them in the discourse chain (intertextual sintagmatical level) and by internal mechanisms of text composition (intratextual level). The results show that, within a context devoted to valuing business in the communication market, the various formats employed, constituting an actual grammar, reaffirm the constant challenge of television in reinforcing what is known by the viewer and surprising by novelty and the recurrence of a discursive, thematic, and figurative path, which leads to the presentation of Império in the analyzed platforms and by abundance of strategies to consolidate the midiatic program as a brand, a meeting point (DI NALLO, 1999). Finally, we understand that open television draws on the web to accomplish reverberation of its programs, seeking a meaning effect of endless possibilities without reaching the wholesome of an interactive television, even though it appeals to a sort of cross promotion to sustain its condition of reference media as far as audience and investments on publicity are concerned. |
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Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformasConfiguration of televisual self-promotionality: strategies for releasing a midiatic product in different platformsPromocionalidadeEstratégiasTelevisãoPublicidadeTransmidiaçãoPromotionalityStrategiesTelevisionAdvertisingTransmediaCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOThe present study derives from the perspective of expansion of publicity actions beyond spaces previously defined to its insertion, such as commercial breaks in television. In this context, the study approaches promotionality as a constitutive phenomenon of televisive media, which is converted into an overdeterminant function in relation to the other functions commonly ascribed to television – inform, entertain and educate –, it contaminates the actions of broadcasters and is materialized in broadcasted texts, even bursting to the web. In this regard, promotinality is related to television programming as a whole, favoring both external advertisers as well as broadcasters. The examined gap arises from the transmediatic perspective, which involves promotionality, that is, the observation of the televisual platform and its burst to the web environment, by studying the Soap Opera Império, produced and broadcasted by TV Globo. The main objective of study is to analyze, through different configurations assumed by self-promotional pieces, the strategies deployed in the Soap Opera releasing, considering their internal organization as well as their integration with different media platforms. To do so, we draw on a theoretical and methodological articulation involving the perspectives of the Bakhtin Circle and the European (Greimasian) discursive semiotics in order to observe the Soap Opera publicity pieces in relation to their context (paratextual level), to other reference texts (intertextual paradigmatical level) and to texts that precede and follow them in the discourse chain (intertextual sintagmatical level) and by internal mechanisms of text composition (intratextual level). The results show that, within a context devoted to valuing business in the communication market, the various formats employed, constituting an actual grammar, reaffirm the constant challenge of television in reinforcing what is known by the viewer and surprising by novelty and the recurrence of a discursive, thematic, and figurative path, which leads to the presentation of Império in the analyzed platforms and by abundance of strategies to consolidate the midiatic program as a brand, a meeting point (DI NALLO, 1999). Finally, we understand that open television draws on the web to accomplish reverberation of its programs, seeking a meaning effect of endless possibilities without reaching the wholesome of an interactive television, even though it appeals to a sort of cross promotion to sustain its condition of reference media as far as audience and investments on publicity are concerned.O estudo origina-se da perspectiva de alargamento das ações publicitárias para além dos espaços previamente demarcados para sua inserção, como os intervalos comerciais em televisão. Nesse contexto, o estudo aborda a promocionalidade como um fenômeno inerente ao meio televisivo, que se converte em uma função sobredeterminante às demais comumente atribuídas à televisão – informar, entreter e educar –, contamina as ações das emissoras e materializa-se nos textos veiculados, transbordando, inclusive, para a web. Nesse sentido, a promocionalidade se ocupa da programação televisiva como um todo, tanto em favor dos anunciantes externos quanto da própria emissora. A lacuna examinada surge, justamente, da perspectiva transmidiática que envolve a promocionalidade, ou seja, da observação da plataforma televisual e, também, do transbordamento para o ambiente web, a partir do estudo da telenovela Império, produzida e veicula pela TV Globo. O objetivo central do estudo resume-se a analisar, a partir das diferentes configurações assumidas pelas peças autopromocionais, as estratégias empregadas no lançamento da telenovela, tanto na perspectiva de organização interna das peças quanto da integração com diferentes plataformas midiáticas. Para tanto, recorre-se a uma articulação teórico-metodológica que envolve as perspectivas do Círculo de Bakhtin e da semiótica discursiva europeia (greimasiana), a fim de observar as peças de divulgação da telenovela a partir de suas relações com o contexto (nível paratextual), com outros textos que servem de modelo (nível intertextual paradigmático), com outros textos que as precedem e sucedem na cadeia discursiva (nível intertextual sintagmático) e pelos mecanismos internos de composição dos textos (nível intratextual). Os resultados demonstram que, a partir do contexto voltado à valorização da empresa no mercado de comunicação, os diversos formatos empregados, constituído uma verdadeira gramática, reiteram o constante desafio da televisão em reforçar o que é conhecido pelo telespectador e, também, surpreender através da novidade, através da recorrência a um percurso discursivo, temático e figurativo, que leva à apresentação de Império nas plataformas analisadas e pela profusão de estratégias que visam consolidar o programa midiático como uma marca, um meeting point (DI NALLO, 1999). Por fim, entende-se que a televisão aberta recorra à web para alcançar reverberação de seus programas, em busca de um efeito de sentido de infinitas possibilidades, sem alcançar a plenitude de uma televisão interativa, mesmo recorrendo a uma espécie de promoção cruzada para manter sua condição de meio referência em audiência e investimentos publicitários.Universidade Federal de Santa MariaBrasilComunicaçãoUFSMPrograma de Pós-Graduação em ComunicaçãoCentro de Ciências Sociais e HumanasCastro, Maria Lilia Dias dehttp://lattes.cnpq.br/8927752518456308Barreto Filho, Eneus Trindadehttp://lattes.cnpq.br/1421349592402127Duarte, Elizabeth Bastoshttp://lattes.cnpq.br/3200128190656063Atem, Guilherme Neryhttp://lattes.cnpq.br/3598199491206112Barichello, Eugenia Maria Mariano da Rochahttp://lattes.cnpq.br/1075373845442641Rabaiolli, Janderle2019-08-06T22:07:22Z2019-08-06T22:07:22Z2015-12-14info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisapplication/pdfhttp://repositorio.ufsm.br/handle/1/17722porAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessreponame:Manancial - Repositório Digital da UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSM2021-03-30T11:29:55Zoai:repositorio.ufsm.br:1/17722Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufsm.br/ONGhttps://repositorio.ufsm.br/oai/requestatendimento.sib@ufsm.br||tedebc@gmail.comopendoar:2021-03-30T11:29:55Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.none.fl_str_mv |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas Configuration of televisual self-promotionality: strategies for releasing a midiatic product in different platforms |
title |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas |
spellingShingle |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas Rabaiolli, Janderle Promocionalidade Estratégias Televisão Publicidade Transmidiação Promotionality Strategies Television Advertising Transmedia CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas |
title_full |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas |
title_fullStr |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas |
title_full_unstemmed |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas |
title_sort |
Configuração da autopromocionalidade televisual: estratégias de lançamento de um produto midiático em diferentes plataformas |
author |
Rabaiolli, Janderle |
author_facet |
Rabaiolli, Janderle |
author_role |
author |
dc.contributor.none.fl_str_mv |
Castro, Maria Lilia Dias de http://lattes.cnpq.br/8927752518456308 Barreto Filho, Eneus Trindade http://lattes.cnpq.br/1421349592402127 Duarte, Elizabeth Bastos http://lattes.cnpq.br/3200128190656063 Atem, Guilherme Nery http://lattes.cnpq.br/3598199491206112 Barichello, Eugenia Maria Mariano da Rocha http://lattes.cnpq.br/1075373845442641 |
dc.contributor.author.fl_str_mv |
Rabaiolli, Janderle |
dc.subject.por.fl_str_mv |
Promocionalidade Estratégias Televisão Publicidade Transmidiação Promotionality Strategies Television Advertising Transmedia CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
topic |
Promocionalidade Estratégias Televisão Publicidade Transmidiação Promotionality Strategies Television Advertising Transmedia CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The present study derives from the perspective of expansion of publicity actions beyond spaces previously defined to its insertion, such as commercial breaks in television. In this context, the study approaches promotionality as a constitutive phenomenon of televisive media, which is converted into an overdeterminant function in relation to the other functions commonly ascribed to television – inform, entertain and educate –, it contaminates the actions of broadcasters and is materialized in broadcasted texts, even bursting to the web. In this regard, promotinality is related to television programming as a whole, favoring both external advertisers as well as broadcasters. The examined gap arises from the transmediatic perspective, which involves promotionality, that is, the observation of the televisual platform and its burst to the web environment, by studying the Soap Opera Império, produced and broadcasted by TV Globo. The main objective of study is to analyze, through different configurations assumed by self-promotional pieces, the strategies deployed in the Soap Opera releasing, considering their internal organization as well as their integration with different media platforms. To do so, we draw on a theoretical and methodological articulation involving the perspectives of the Bakhtin Circle and the European (Greimasian) discursive semiotics in order to observe the Soap Opera publicity pieces in relation to their context (paratextual level), to other reference texts (intertextual paradigmatical level) and to texts that precede and follow them in the discourse chain (intertextual sintagmatical level) and by internal mechanisms of text composition (intratextual level). The results show that, within a context devoted to valuing business in the communication market, the various formats employed, constituting an actual grammar, reaffirm the constant challenge of television in reinforcing what is known by the viewer and surprising by novelty and the recurrence of a discursive, thematic, and figurative path, which leads to the presentation of Império in the analyzed platforms and by abundance of strategies to consolidate the midiatic program as a brand, a meeting point (DI NALLO, 1999). Finally, we understand that open television draws on the web to accomplish reverberation of its programs, seeking a meaning effect of endless possibilities without reaching the wholesome of an interactive television, even though it appeals to a sort of cross promotion to sustain its condition of reference media as far as audience and investments on publicity are concerned. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-12-14 2019-08-06T22:07:22Z 2019-08-06T22:07:22Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/17722 |
url |
http://repositorio.ufsm.br/handle/1/17722 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Comunicação UFSM Programa de Pós-Graduação em Comunicação Centro de Ciências Sociais e Humanas |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Brasil Comunicação UFSM Programa de Pós-Graduação em Comunicação Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
reponame:Manancial - Repositório Digital da UFSM instname:Universidade Federal de Santa Maria (UFSM) instacron:UFSM |
instname_str |
Universidade Federal de Santa Maria (UFSM) |
instacron_str |
UFSM |
institution |
UFSM |
reponame_str |
Manancial - Repositório Digital da UFSM |
collection |
Manancial - Repositório Digital da UFSM |
repository.name.fl_str_mv |
Manancial - Repositório Digital da UFSM - Universidade Federal de Santa Maria (UFSM) |
repository.mail.fl_str_mv |
atendimento.sib@ufsm.br||tedebc@gmail.com |
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1805922151565361152 |