Comunicação, recepção e consumo: inter-relações. O receptor/consumidor no prime time brasileiro e português

• Ano de defesa: 2010
• Autor(a) principal: Macedo, Diana Gualberto de
• Orientador(a): Baccega, Maria Aparecida
• Banca de defesa: Rocha, Rosamaria Luiza de Melo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação; consumo; perfil; prime time; recepção
• Palavras-chave em Inglês: communication; consumption; profile; prime time; receptors
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/204

Since we live in a consumer society, we consider very important to get to know it, which means, to understand better the process of consumption. We try to get to know the receptors/consumers in their daily cultural practices, considering the consumption of the media and the consumption of material/symbolical goods, through the inter-relations communication, reception and consumption. The object of this research are the relations between communication/reception/consumption in three categories of television time slot: news, soap opera and advertising, inserted in the brazilian and portuguese prime time, especially advertising, due to its close relationship with both sides: production and consumption. This research attempts to identify the profile of receptors/consumers “draw” in each of these categories, which means, to understand with whom they dialogue in particular and, secondly, to investigate with the receptors/consumers the appropriations and attribution of meanings to the media categories already established, through the application of questionnaires with open and closed questions and focus group.