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A telenovela é o género televisivo com mais destaque nas grelhas de programação em Portugal e com capacidade para gerar elevados níveis de audiência. É um produto integrante da indústria cultural, procurando prender os consumidores de forma a que façam de ver telenovelas uma prática diária.
A ascensão do digital provocou alterações na forma como os telespectadores acedem aos conteúdos, algo que levou ao desenvolvimento de um novo panorama comunicacional. Novos desafios foram colocados às empresas e a televisão não foi excepção. As estações de televisão integraram-se na Internet e nas redes sociais, o que possibilitou ao consumidor ter uma voz activa no digital, bem como interagir com os conteúdos
publicados nas redes sociais. O estágio realizado na produtora Plural Entertainment suscitou o interesse em
compreender como reagem os consumidores de telenovelas e utilizadores de redes sociais à presença da TVI no digital e como se comportam perante os conteúdos partilhados a respeito das telenovelas. Pretendemos entender se os telespectadores de telenovelas dão um novo uso às telenovelas através das redes sociais. Neste sentido, o enquadramento teórico procura compreender o que é a telenovela
enquanto produto da indústria cultural, como se tem desenvolvido ao longo dos anos desde o seu aparecimento em Portugal e como a audiência fez com que o género televisivo se tornasse um produto indispensável na programação televisiva. De seguida, procuramos compreender como surgiu a integração da televisão no ambiente online e como essa alteração trouxe mudanças no panorama comunicacional entre o consumidor e a televisão no que diz respeito às telenovelas.
The telenovela is the television genre with the most prominence in the programming grids in Portugal. The telenovela has the ability to generate high levels of audience. Integral product of the cultural industry that engages consumers so that watching telenovelas becomes a social practice. The rise of the digital caused changes in the way viewers access content, which led to the development of a new communicational panorama. New challenges were posed to companies and television was no exception. Television stations have integrated into the Internet and social networks, which has enabled the consumer to have an active voice in digital and interact with contente shared on social networks. Following the intership in the Plural Entertainment, raised the interest in understanding how telenovelas consumers and social media users react to the presence of TVI in digital and how they behave towards the contents shared on social networks. Therefore, we intend to understand if telenovelas viewers give telenovelas a new one through social networks. In this sense, the theoretical framework seeks to understand what the telenovela is as a product of a cultural industry, how it has developed over the years since its first appearance in Portugal and how the audience made it an essencial part of the entertainment television programs today. Then, we understand how the interaction of television and the online emerged and how this change brought changes to the communication landscape between consumer and television in terms of telenovela.
The telenovela is the television genre with the most prominence in the programming grids in Portugal. The telenovela has the ability to generate high levels of audience. Integral product of the cultural industry that engages consumers so that watching telenovelas becomes a social practice. The rise of the digital caused changes in the way viewers access content, which led to the development of a new communicational panorama. New challenges were posed to companies and television was no exception. Television stations have integrated into the Internet and social networks, which has enabled the consumer to have an active voice in digital and interact with contente shared on social networks. Following the intership in the Plural Entertainment, raised the interest in understanding how telenovelas consumers and social media users react to the presence of TVI in digital and how they behave towards the contents shared on social networks. Therefore, we intend to understand if telenovelas viewers give telenovelas a new one through social networks. In this sense, the theoretical framework seeks to understand what the telenovela is as a product of a cultural industry, how it has developed over the years since its first appearance in Portugal and how the audience made it an essencial part of the entertainment television programs today. Then, we understand how the interaction of television and the online emerged and how this change brought changes to the communication landscape between consumer and television in terms of telenovela.
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Telenovela Comportamento do consumidor Interactividade Televisão nas redes sociais Consumer behavior Interactivity Social networks