TV ESPELHO: identidade cultural, cultura nacional e ambivalÃncia nas vinhetas do plim-plim

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The vignettes are institutional spots of television channels and, together with the TV programme announcement spots, compose the art breaks from this media. Since it appeared in the mass media, the vignette has suffered many changes in its structure, themes and format. These days, it has worked in a double way: first, structuralizing TV programming, when indicates the beginning and ending of commercial breaks; second, as a promotional ad of television channel itself, aiming to persuade and keep the audience. The most recent Rede Globoâs vignettes, called in this study as âplimplim vignetteâ, are very representative for this research, not only because of their historical evolution, but also, and much more, because they are linked to the actual television market, which is getting more and more competitive. This atmosphere forces television channels to create narrower and emotional links with the TV consumer. At the same time, mass media enterprises have conquered a central and significant role on forming cultural identities on the contemporary era. Specially television, which has figured as very influent on helping people to produce their subjectivities, providing lots of signs, symbols, themes and many other cultural material that are connected with national identity. In Brazil, television occupies an outstanding place and Rede Globo is the greatest example to illustrate that condition. Through the analysis of plim-plim vignettes, this research investigates Rede Globoâs discursive strategy, which realizes and uses symbols and narratives from the authentic Brazilian culture in order to build an institutional image. The research reveals the way Rede Globo shows itself as a central element on the audienceâs life, acting like a link between dialogical speeches situated on public and private spheres, performed by the vignettes scripts. In order to obtain that, we made use of the contributions of many authors on social studies, suc h as Gilles Lipovetsky, Anthony Giddens and Zygmunt Bauman, and also Homi Bhabha, NÃstor Garcia Canclini, Chris Barker, Stuart Hall e Arjun Appadurai, who will help us to approximate this analysis of Cultural Studies. The research resulted on four categories, which are: commemorative/Globoâs 40th anniversary; Brazilian Culture; Television/Rede Globoâs centrality; Non-hegemonic scripts. These categories proved that Globo is related to most of symbols and cultural representative elements of Brazilian Culture and regional tradition in order to build its institutional discourse. It also showed us that Globo tries to create an image of centrality, on private sphere and on the interface between the citizen and the public sphere. At the same time, the TV channel opened its hegemonic discourse to ambivalence and ambiguity when accepted nonhegemonic scripts on plim-plim vignettes

ASSUNTO(S)

identidade cultural vinhetas rede globo cultural identity televisÃo comunicacao television vignettes national culture cultura nacional rede globo

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