Submitted by Setor de Tratamento da Informa??o - BC/PUCRS (tede2@pucrs.br) on 2015-04-24T13:52:48Z No. of bitstreams: 1 467619 - Texto Completo.pdf: 21127486 bytes, checksum: a4972581375e0a51bbf9bbc33afbdb3c (MD5) / Made available in DSpace on 2015-04-24T13:52:48Z (GMT). No. of bitstreams: 1 467619 - Texto Completo.pdf: 21127486 bytes, checksum: a4972581375e0a51bbf9bbc33afbdb3c (MD5) Previous issue date: 2015-03-23 / This dissertation has as its theme the specialized journalism in the Brazilian broadcast television. The overall objective is to research the strategies of the Globo Rural Di?rio (GRD) to meet and attract the audience of the family farming, understood by us as the preferencial audience of this program. Adopted as the research focus the program in Rede Globo, which for 14 years has led information to the farmers, having the part of the corpus of this study, the investigation from the systematic content analysis by Bardin (2011). The theoretical framework that defines and contextualizes the family farming is grounded by the authors such as Ploeg (2008) and Silva (2002). The ideas of participatory and dialogic communication model of Bordenave (2011) and Freire (1977), precursors in the study of the rural communication, help to understand the relationship of media and the countryside. From the news presented in the program, this study concludes that the GRD maintained a close relationship with family farmers through the selection of newswhortiness, as well as addressing operators who were loyal to the public, although it often was represented in a stereotyped way. In the theoretical framework of this study were also used the concepts of Wolton (1996), Bucci (2004), Erbolato (1981), Ferr?s (1998), Souza (2004), Gomes (2011), Marcondes Filho (2009), Alsina (2009), Traquina (2008) and Wolf (2012). / Esta disserta??o tem como tema o jornalismo especializado na televis?o aberta brasileira. O objetivo geral ? pesquisar as estrat?gias do Globo Rural Di?rio (GRD) para atender e atrair a audi?ncia da agricultura familiar, entendida por n?s como sendo o p?blico preferencial desse programa. Adotada como objeto de pesquisa a atra??o da Rede Globo, que durante 14 anos levou informa??es ao homem do campo, integra o corpus deste estudo, investigado a partir da an?lise de conte?do sistematizada por Bardin (2011). O referencial te?rico, que conceitua e contextualiza a agricultura familiar, ? fundamentado por autores como Ploeg (2008) e Silva (2002). As ideias do modelo comunicacional participativo e dial?gico de Bordenave (2011) e Freire (1977), precursores no estudo da comunica??o rural, ajudam a compreender as rela??es das m?dias e o meio rural. A partir das informa??es jornal?sticas apresentadas no programa, fica evidente a rela??o de proximidade do GRD com os agricultores familiares atrav?s da sele??o dos valores-not?cia, bem como dos operadores de endere?amento que fidelizavam o p?blico, ainda que muitas vezes fosse representado de forma estereotipada. Na fundamenta??o te?rica deste estudo foram utilizados ainda os conceitos de Wolton (1996), Bucci (2004), Erbolato (1981), Ferr?s (1998), Souza (2004), Gomes (2011), Marcondes Filho (2009), Alsina (2009), Traquina (2008) e Wolf (2012).