Memory and affection as a strategy to television audience loyalty: the case of SBTistas

Detalhes bibliográficos
Autor(a) principal: Martins, Rafael Barbosa Fialho
Data de Publicação: 2014
Outros Autores: Torres, Hideide Aparecida Gomes de Brito
Tipo de documento: Artigo
Idioma: por
Título da fonte: Verso e Reverso (Online)
Texto Completo: https://revistas.unisinos.br/index.php/versoereverso/article/view/ver.2014.28.69.05
Resumo: How can a TV station that is not the most watched be the most admired? This question motivated this study in order to observe how the process of identity construction from the SBT (Sistema Brasileiro de Televisão) station holds a unique relationship with its audience, which regards itself as a fan and calls itself “SBTista”. Through analysis of interviews with representatives of this phenomenon, there is a peculiar identification arising from not a character or celebrity, but around a TV station. The SBTistas identity appears as a habit acquired in childhood and can contribute to narrate the life story of individuals today who interact with other fans on the Internet, setting up a communal experience with their own practices. It is possible to notice that manifestations of affection are related to the memory of the viewer and of SBT, which invests in this “friendship” with different strategies.Keywords: SBT, memory, affection, identity.
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spelling Memory and affection as a strategy to television audience loyalty: the case of SBTistasMemória e afeto como estratégia de fidelização da audiência televisiva: o caso dos SBTistasHow can a TV station that is not the most watched be the most admired? This question motivated this study in order to observe how the process of identity construction from the SBT (Sistema Brasileiro de Televisão) station holds a unique relationship with its audience, which regards itself as a fan and calls itself “SBTista”. Through analysis of interviews with representatives of this phenomenon, there is a peculiar identification arising from not a character or celebrity, but around a TV station. The SBTistas identity appears as a habit acquired in childhood and can contribute to narrate the life story of individuals today who interact with other fans on the Internet, setting up a communal experience with their own practices. It is possible to notice that manifestations of affection are related to the memory of the viewer and of SBT, which invests in this “friendship” with different strategies.Keywords: SBT, memory, affection, identity.Como a emissora que não é a mais assistida pode ser a mais admirada? Essa indagação motivou este estudo a fi m de observar como se dá o processo de construção de identidades a partir do canal de televisão SBT (Sistema Brasileiro de Televisão), emissora que guarda uma singular relação com seu público, o qual se assume como fã e se autointitula “SBTista”. Por meio da análise de entrevistas com representantes desse fenômeno, nota-se uma peculiar identificação surgida a partir não de um personagem ou de uma celebridade, mas em torno de uma emissora. A identidade SBTista aparece como hábito adquirido ainda na infância, capaz de contribuir para narrar a história de vida de indivíduos que hoje interagem com outros fãs na internet, configurando uma experiência comunitária com práticas próprias. Percebe-se que, no caso em questão, as manifestações de afeto estão fortemente ligadas à memória – do telespectador e do SBT, que investe nesta “amizade” com diversas estratégias.Palavras-chave: SBT, memória, afeto, identidade.Verso e Reverso2014-08-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.unisinos.br/index.php/versoereverso/article/view/ver.2014.28.69.0510.4013/ver.2014.28.69.05Verso e Reverso; v. 28 n. 69: Ano XXVIII - 2014/3; 193-2031806-6925reponame:Verso e Reverso (Online)instname:Universidade do Vale do Rio dos Sinos (UNISINOS)instacron:UNISINOSporhttps://revistas.unisinos.br/index.php/versoereverso/article/view/ver.2014.28.69.05/4413Martins, Rafael Barbosa FialhoTorres, Hideide Aparecida Gomes de Britoinfo:eu-repo/semantics/openAccess2015-01-15T12:04:25Zoai:ojs2.revistas.unisinos.br:article/7602Revistahttp://revistas.unisinos.br/index.php/versoereversoPRIhttp://revistas.unisinos.br/index.php/versoereverso/oaiperiodicos@unisinos.br||bmarocco@unisinos.br1806-69250103-1414opendoar:2015-01-15T12:04:25Verso e Reverso (Online) - Universidade do Vale do Rio dos Sinos (UNISINOS)false
dc.title.none.fl_str_mv Memory and affection as a strategy to television audience loyalty: the case of SBTistas
Memória e afeto como estratégia de fidelização da audiência televisiva: o caso dos SBTistas
title Memory and affection as a strategy to television audience loyalty: the case of SBTistas
spellingShingle Memory and affection as a strategy to television audience loyalty: the case of SBTistas
Martins, Rafael Barbosa Fialho
title_short Memory and affection as a strategy to television audience loyalty: the case of SBTistas
title_full Memory and affection as a strategy to television audience loyalty: the case of SBTistas
title_fullStr Memory and affection as a strategy to television audience loyalty: the case of SBTistas
title_full_unstemmed Memory and affection as a strategy to television audience loyalty: the case of SBTistas
title_sort Memory and affection as a strategy to television audience loyalty: the case of SBTistas
author Martins, Rafael Barbosa Fialho
author_facet Martins, Rafael Barbosa Fialho
Torres, Hideide Aparecida Gomes de Brito
author_role author
author2 Torres, Hideide Aparecida Gomes de Brito
author2_role author
dc.contributor.author.fl_str_mv Martins, Rafael Barbosa Fialho
Torres, Hideide Aparecida Gomes de Brito
description How can a TV station that is not the most watched be the most admired? This question motivated this study in order to observe how the process of identity construction from the SBT (Sistema Brasileiro de Televisão) station holds a unique relationship with its audience, which regards itself as a fan and calls itself “SBTista”. Through analysis of interviews with representatives of this phenomenon, there is a peculiar identification arising from not a character or celebrity, but around a TV station. The SBTistas identity appears as a habit acquired in childhood and can contribute to narrate the life story of individuals today who interact with other fans on the Internet, setting up a communal experience with their own practices. It is possible to notice that manifestations of affection are related to the memory of the viewer and of SBT, which invests in this “friendship” with different strategies.Keywords: SBT, memory, affection, identity.
publishDate 2014
dc.date.none.fl_str_mv 2014-08-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.unisinos.br/index.php/versoereverso/article/view/ver.2014.28.69.05
10.4013/ver.2014.28.69.05
url https://revistas.unisinos.br/index.php/versoereverso/article/view/ver.2014.28.69.05
identifier_str_mv 10.4013/ver.2014.28.69.05
dc.language.iso.fl_str_mv por
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dc.relation.none.fl_str_mv https://revistas.unisinos.br/index.php/versoereverso/article/view/ver.2014.28.69.05/4413
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
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dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Verso e Reverso
publisher.none.fl_str_mv Verso e Reverso
dc.source.none.fl_str_mv Verso e Reverso; v. 28 n. 69: Ano XXVIII - 2014/3; 193-203
1806-6925
reponame:Verso e Reverso (Online)
instname:Universidade do Vale do Rio dos Sinos (UNISINOS)
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instname_str Universidade do Vale do Rio dos Sinos (UNISINOS)
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institution UNISINOS
reponame_str Verso e Reverso (Online)
collection Verso e Reverso (Online)
repository.name.fl_str_mv Verso e Reverso (Online) - Universidade do Vale do Rio dos Sinos (UNISINOS)
repository.mail.fl_str_mv periodicos@unisinos.br||bmarocco@unisinos.br
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