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Advisor(s)
Abstract(s)
O presente estudo procura entender como é que os formatos televisivos se
internacionalizam e adaptam ao contexto sociocultural de um território global. Através do
estudo de caso do formato “A Máscara”, originalmente “Mystery Music Show: King of
Masked Singer” (na Coreia do Sul), a presente investigação apoia-se numa metodologia
mista com recurso à análise de conteúdo e à observação não participante direta, de modo a
serem detectadas as semelhanças e diferenças entre a as duas versões do formato;
posteriormente foram realizadas entrevistas a dois produtores do formato (um nacional e
outro inglês) sendo estas trabalhadas e analisadas através de uma análise temática. Deste
modo, não só foi possível perceber que o formato chegou a Portugal devido ao seu sucesso
comprovado entre as audiências, como também entendemos que os elementos da estrutura
deste foram adaptados conforme as normas culturais portuguesas, tendo sido incorporadas
componentes do “glamour” ao programa, garantindo que é oferecido à audiência um
espetáculo musical com humor. Desta investigação concluiu-se que o formato desempenha
um papel importante no mundo globalizado em que vivemos. Para além de permitir
encontros culturais e apelar ao sentimento de pertença nacional das audiências, é
perceptível que o mercado de formatos, outrora unidirecional, está gradualmente a
modificar-se e a encontrar outros ponto de origem, voltando-se cada vez mais para os
países asiáticos.
This study seeks to understand how television formats travel and reach international audiences, adapting to the sociocultural context of a global territory. Through the case study of the format “A Máscara”, originally "Mystery Music Show: King of Masked Singer" (in South Korea), this research is based on a mixed methodology using content analysis and direct non-participant observation, in order to detect the similarities and differences between the two versions of the format; afterwards interviews were conducted with two producers of the program (one national and the other English), these interviews were accordingly analyzed through a thematic analysis. Through these efforts, not only it was possible to realize that the format arrived in Portugal due to its proven success among audiences, but we were also able to understand that the elements of its structure were adapted according to Portuguese cultural norms, having incorporated “glamour” components to the program, ensuring that the audience is offered a musical show with humor. From this research we were able to conclude that the format plays an important role in the globalized world in which we live. In addition to allowing cultural encounters and appealing to the audiences' sense of national belonging, it is noticeable that the format market, once unidirectional, is gradually changing and finding other points of origin, increasingly turning to Asian countries.
This study seeks to understand how television formats travel and reach international audiences, adapting to the sociocultural context of a global territory. Through the case study of the format “A Máscara”, originally "Mystery Music Show: King of Masked Singer" (in South Korea), this research is based on a mixed methodology using content analysis and direct non-participant observation, in order to detect the similarities and differences between the two versions of the format; afterwards interviews were conducted with two producers of the program (one national and the other English), these interviews were accordingly analyzed through a thematic analysis. Through these efforts, not only it was possible to realize that the format arrived in Portugal due to its proven success among audiences, but we were also able to understand that the elements of its structure were adapted according to Portuguese cultural norms, having incorporated “glamour” components to the program, ensuring that the audience is offered a musical show with humor. From this research we were able to conclude that the format plays an important role in the globalized world in which we live. In addition to allowing cultural encounters and appealing to the audiences' sense of national belonging, it is noticeable that the format market, once unidirectional, is gradually changing and finding other points of origin, increasingly turning to Asian countries.
Description
Keywords
Formato televisivo A Máscara Globalização Internacionalização Glocalização Adaptação Onda coreana Television formats The Masked Singer Globalisation Internationalisation Glocalization Adaptation Korean wave