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Previous issue date: 2015-11-30 / The Internet has transformed the reality of brazilian television, and changed the way
of watching its programming. Aligned with a research published in 2015 by the
Ministry of Communication that indicates that 42% of the population is connected at
least four hours a day to the Internet, Rede Globo has been testing a new model of
television drama based on the transmedia storytelling. Such phenomenon constitutes
in a trend that shows a new stage of involvement between the receptor and the
products of entertainment offered. The success of Cheias de Charme, the 7pm soap
opera broadcasted by Rede Globo in 2012, is the result of an experiment that
overlapped a fiction environment to a simulated reality scenario. In that context, the
viewer is stimulated to move along the several platforms where the plot develops
(television, radio, websites and social networks) in a way to fulfill the whole of the plot.
Capable of uniting the two contexts (the real and the pseudo-fiction), the Internet was
used as a mean (1) and as an object of soap opera. In the first hypothesis (1) it serves
as a link between the two atmospheres where the plot develops. In the second (2), the
world wide web is addressed as a theme in the script itself, being treated as agent of
social transformation, mainly when the phenomenon empreguetes was propelled. This
dissertation has as an objective to comprehend the transmedia strategies adopted by
the soap opera Cheias de Charme for the launching of the clip Vida de Empreguete.
From the content analysis techniques (Bardin, 2009) applied to the body of seven
chapters and the materials published on the web ? (www.globo.com/cheiasdecharme)
and social networks that surround the clip, it was possible to identify the importance of
the usage of Internet in the ambience of the soap opera (fiction) as well as outside of it
(pseudo-reality and reality). / A internet transformou a realidade da televis?o brasileira e mudou a forma de assistir
a programa??o. Alinhada ? pesquisa divulgada em 2015 pelo Minist?rio das
Comunica??es, que indica que 42% da popula??o est? conectada pelo menos
quatro horas por dia ? internet, a Rede Globo vem testando um novo modelo de
teledramaturgia, baseado na narrativa transmidi?tica. Tal fen?meno se constitui em
tend?ncia que demonstra um novo grau de envolvimento entre o receptor e os
produtos de entretenimento ofertados. O sucesso de Cheias de Charme, novela das
19 horas exibida pela Rede Globo em 2012, ? resultado de um experimento que
sobrep?s um ambiente de fic??o a um cen?rio de simula??o da realidade. Nesse
contexto, o telespectador ? incitado a transitar entre as diversas plataformas, nas
quais a trama se desenrola (televis?o, r?dio, websites e redes sociais), de forma a
completar o c?rculo da trama. Capaz de unir os dois contextos (simula??o da
realidade e realidade), a internet foi utilizada como meio (1) e objeto da telenovela
(2). Na primeira hip?tese (1), ela serve como elo entre as duas atmosferas onde a
trama se desenvolve. Na segunda, a rede mundial de computadores ? abordada
como tem?tica no pr?prio roteiro, sendo tratada como agente de transforma??o
social, principalmente quando da propuls?o do fen?meno empreguetes. Esta
disserta??o tem como objetivo compreender as estrat?gias transmidi?ticas adotadas
pela novela Cheias de Charme para o lan?amento do clipe Vida de Empreguete. A
partir das t?cnicas de an?lise do conte?do (Bardin, 2009) aplicadas ao corpus de
sete cap?tulos e os materiais divulgados na web - site (www.globo.com/
cheiasdecharme) e redes sociais que envolvem o clipe - foi poss?vel identificar a
import?ncia do uso da internet, tanto no ambiente da novela (fic??o) quanto fora dela
(simula??o da realidade e realidade).
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6447 |
| Date | 30 November 2015 |
| Creators | Jardine, Cora Netto |
| Contributors | Finger, Cristiane |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Faculdade de Comunica??o Social |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 600, 600, 600, 7651647212179642901, -4056021055502874573 |
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