A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo
Ano de defesa: | 2021 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Não Informado pela instituição
|
Programa de Pós-Graduação: |
Pós-Graduação em Comunicação
|
Departamento: |
Não Informado pela instituição
|
País: |
Não Informado pela instituição
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://ri.ufs.br/jspui/handle/riufs/14684 |
Resumo: | The year 2020 marks the seventy years of Brazilian television. Throughout this period, this means of communication was able to adapt to market trends and phenomena that have dissipated throughout its seven-decade trajectory. The popularization of streaming as a model of distribution of audiovisual content is an emerging fact that has brought trials to companies in various fields, including those located in the television field, generating a clash between distribution logics and an increasingly fierce competition, which instead influence the strategies of production, distribution, promotion and consumption of audiovisual works. The clash between these logics fosters debates on issues such as the performance of advertising in streaming, technology and creativity as agents of change in the market, as well as the need to determine rules for the performance of companies that use this model in the country. For this work, we seek to analyze the performance of Brazilian television stations in the field of streaming platforms operating in Brazil, having as object of investigation Globoplay, Globo's bet for this market, in addition to observing the initiatives of broadcasters such as Record and SBT for comparative purposes. To this end, we propose the construction of the social trajectory of the platform using concepts of the Theory of Fields (Bourdieu, 1989, 1992, 1997, 2005, 2006) as field, trajectory and capitals in order to analyze the impacts of streaming technology in the Brazilian entertainment market and how television companies behave in the face of the new scenario imposed by the dynamics of this phenomenon. Thus, we could observe that the companies in the television field are important for the development of the streaming market in Brazil, so that broadcasters such as TV Globo, TV Record and SBT, find ways to combine their performance in broadcasting also with streaming, at this point, we observe that their initiatives in this model are in accordance with their traditional institutional discourses, in addition to observing that business models and marketing strategies differ with regard to the initiatives of the three Brazilian companies. Thus, by building the social trajectory of Globoplay, we also see that this is the most developed initiative and tuned to the practices common to the phenomenon of streaming and the agents already consolidated in this field, while strengthening the culture of television in this market. |
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Fagundes, Carolina SantosAneas, Tatiana Güenaga2021-10-27T17:33:42Z2021-10-27T17:33:42Z2021-06-22FAGUNDES, Carolina Santos. A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo. 2021. 164 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2021.https://ri.ufs.br/jspui/handle/riufs/14684The year 2020 marks the seventy years of Brazilian television. Throughout this period, this means of communication was able to adapt to market trends and phenomena that have dissipated throughout its seven-decade trajectory. The popularization of streaming as a model of distribution of audiovisual content is an emerging fact that has brought trials to companies in various fields, including those located in the television field, generating a clash between distribution logics and an increasingly fierce competition, which instead influence the strategies of production, distribution, promotion and consumption of audiovisual works. The clash between these logics fosters debates on issues such as the performance of advertising in streaming, technology and creativity as agents of change in the market, as well as the need to determine rules for the performance of companies that use this model in the country. For this work, we seek to analyze the performance of Brazilian television stations in the field of streaming platforms operating in Brazil, having as object of investigation Globoplay, Globo's bet for this market, in addition to observing the initiatives of broadcasters such as Record and SBT for comparative purposes. To this end, we propose the construction of the social trajectory of the platform using concepts of the Theory of Fields (Bourdieu, 1989, 1992, 1997, 2005, 2006) as field, trajectory and capitals in order to analyze the impacts of streaming technology in the Brazilian entertainment market and how television companies behave in the face of the new scenario imposed by the dynamics of this phenomenon. Thus, we could observe that the companies in the television field are important for the development of the streaming market in Brazil, so that broadcasters such as TV Globo, TV Record and SBT, find ways to combine their performance in broadcasting also with streaming, at this point, we observe that their initiatives in this model are in accordance with their traditional institutional discourses, in addition to observing that business models and marketing strategies differ with regard to the initiatives of the three Brazilian companies. Thus, by building the social trajectory of Globoplay, we also see that this is the most developed initiative and tuned to the practices common to the phenomenon of streaming and the agents already consolidated in this field, while strengthening the culture of television in this market.O ano de 2020 marca os setenta anos da televisão brasileira. Ao longo desse período, este meio de comunicação conseguiu se adequar às tendências de mercado e fenômenos que se dissiparam ao longo de sua trajetória de sete décadas. A popularização do streaming enquanto modelo de distribuição de conteúdo audiovisual é um fato emergente e que trouxe provações às empresas de variados campos, inclusive aquelas situadas no campo televisivo, gerando um embate entre lógicas de distribuição e uma concorrência cada mais acirrada, que vez influenciam nas estratégias de produção, distribuição, promoção e consumo de obras audiovisuais. O embate entre essas lógicas fomenta debates sobre questões como a atuação da publicidade no streaming, a tecnologia e a criatividade como agentes de mudança no mercado, bem como a necessidade de determinar regras para atuação das empresas que se utilizam deste modelo no país. Para este trabalho, buscamos analisar a atuação de emissoras de televisão brasileiras no campo das plataformas de streaming em atuação no Brasil, tendo como objeto de investigação o Globoplay, aposta da Globo para esse mercado, além de observar as iniciativas de emissoras como Record e SBT para fins comparativos. Para tal, propomos a construção da trajetória social da plataforma nos utilizando de conceitos da Teoria dos Campos (Bourdieu, 1989, 1992, 1997, 2005, 2006) como campo, trajetória e capitais de forma a analisar os impactos da tecnologia do streaming no mercado do entretenimento brasileiro e como as empresas do campo televisivo se comportam frente ao novo cenário imposto pelas dinâmicas deste fenômeno. Assim, pudemos observar que as empresas do campo televisivo são importantes para o desenvolvimento do mercado do streaming no Brasil, de forma que emissoras como TV Globo, TV Record e SBT, encontram formas de combinar sua atuação no broadcasting também com o streaming, neste ponto, observamos que as iniciativas das mesmas neste modelo estão de acordo com seus tradicionais discursos institucionais, além de observarmos que os modelos de negócio e as estratégias mercadológicas se diferem no que diz respeito às iniciativas das três empresas brasileiras. Desta forma, ao construir a trajetória social do Globoplay, verificamos também que esta é a iniciativa mais desenvolvida e afinada às práticas comuns ao fenômeno do streaming e os agentes já consolidados neste campo, ao mesmo tempo em que fortalece a cultura da televisão neste mercado.Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESSão Cristóvão, SEporComunicação de massaMídia digitalEntretenimentoBrasilTecnologia streamingTelecomunicaçãoGloboplayEmissorasTelevisão brasileiraStreamingTV GloboBroadcastersBrazilian televisionCIENCIAS SOCIAIS APLICADAS::COMUNICACAOA TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisPós-Graduação em ComunicaçãoUniversidade Federal de Sergipereponame:Repositório Institucional da UFSinstname:Universidade Federal de Sergipe (UFS)instacron:UFSinfo:eu-repo/semantics/openAccessORIGINALCAROLINA_SANTOS_FAGUNDES.pdfCAROLINA_SANTOS_FAGUNDES.pdfapplication/pdf8820864https://ri.ufs.br/jspui/bitstream/riufs/14684/2/CAROLINA_SANTOS_FAGUNDES.pdf7b4650a16887c01698d5769491ca5bedMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81475https://ri.ufs.br/jspui/bitstream/riufs/14684/1/license.txt098cbbf65c2c15e1fb2e49c5d306a44cMD51TEXTCAROLINA_SANTOS_FAGUNDES.pdf.txtCAROLINA_SANTOS_FAGUNDES.pdf.txtExtracted texttext/plain434306https://ri.ufs.br/jspui/bitstream/riufs/14684/3/CAROLINA_SANTOS_FAGUNDES.pdf.txt6bd47f91f2d9bd4ce06339ef291c4a9fMD53THUMBNAILCAROLINA_SANTOS_FAGUNDES.pdf.jpgCAROLINA_SANTOS_FAGUNDES.pdf.jpgGenerated Thumbnailimage/jpeg1225https://ri.ufs.br/jspui/bitstream/riufs/14684/4/CAROLINA_SANTOS_FAGUNDES.pdf.jpgc49824a3b7047dabad0d3e8ddcd1001dMD54riufs/146842021-10-27 14:33:42.964oai:ufs.br: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Repositório InstitucionalPUBhttps://ri.ufs.br/oai/requestrepositorio@academico.ufs.bropendoar:2021-10-27T17:33:42Repositório Institucional da UFS - Universidade Federal de Sergipe (UFS)false |
dc.title.pt_BR.fl_str_mv |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo |
title |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo |
spellingShingle |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo Fagundes, Carolina Santos Comunicação de massa Mídia digital Entretenimento Brasil Tecnologia streaming Telecomunicação Globoplay Emissoras Televisão brasileira Streaming TV Globo Broadcasters Brazilian television CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo |
title_full |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo |
title_fullStr |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo |
title_full_unstemmed |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo |
title_sort |
A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo |
author |
Fagundes, Carolina Santos |
author_facet |
Fagundes, Carolina Santos |
author_role |
author |
dc.contributor.author.fl_str_mv |
Fagundes, Carolina Santos |
dc.contributor.advisor1.fl_str_mv |
Aneas, Tatiana Güenaga |
contributor_str_mv |
Aneas, Tatiana Güenaga |
dc.subject.por.fl_str_mv |
Comunicação de massa Mídia digital Entretenimento Brasil Tecnologia streaming Telecomunicação Globoplay Emissoras Televisão brasileira Streaming TV Globo |
topic |
Comunicação de massa Mídia digital Entretenimento Brasil Tecnologia streaming Telecomunicação Globoplay Emissoras Televisão brasileira Streaming TV Globo Broadcasters Brazilian television CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Broadcasters Brazilian television |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The year 2020 marks the seventy years of Brazilian television. Throughout this period, this means of communication was able to adapt to market trends and phenomena that have dissipated throughout its seven-decade trajectory. The popularization of streaming as a model of distribution of audiovisual content is an emerging fact that has brought trials to companies in various fields, including those located in the television field, generating a clash between distribution logics and an increasingly fierce competition, which instead influence the strategies of production, distribution, promotion and consumption of audiovisual works. The clash between these logics fosters debates on issues such as the performance of advertising in streaming, technology and creativity as agents of change in the market, as well as the need to determine rules for the performance of companies that use this model in the country. For this work, we seek to analyze the performance of Brazilian television stations in the field of streaming platforms operating in Brazil, having as object of investigation Globoplay, Globo's bet for this market, in addition to observing the initiatives of broadcasters such as Record and SBT for comparative purposes. To this end, we propose the construction of the social trajectory of the platform using concepts of the Theory of Fields (Bourdieu, 1989, 1992, 1997, 2005, 2006) as field, trajectory and capitals in order to analyze the impacts of streaming technology in the Brazilian entertainment market and how television companies behave in the face of the new scenario imposed by the dynamics of this phenomenon. Thus, we could observe that the companies in the television field are important for the development of the streaming market in Brazil, so that broadcasters such as TV Globo, TV Record and SBT, find ways to combine their performance in broadcasting also with streaming, at this point, we observe that their initiatives in this model are in accordance with their traditional institutional discourses, in addition to observing that business models and marketing strategies differ with regard to the initiatives of the three Brazilian companies. Thus, by building the social trajectory of Globoplay, we also see that this is the most developed initiative and tuned to the practices common to the phenomenon of streaming and the agents already consolidated in this field, while strengthening the culture of television in this market. |
publishDate |
2021 |
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2021-10-27T17:33:42Z |
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2021-10-27T17:33:42Z |
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2021-06-22 |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
FAGUNDES, Carolina Santos. A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo. 2021. 164 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2021. |
dc.identifier.uri.fl_str_mv |
https://ri.ufs.br/jspui/handle/riufs/14684 |
identifier_str_mv |
FAGUNDES, Carolina Santos. A TV em plataforma : um estudo sobre a trajetória do Globoplay e a atuação de emissoras brasileiras de televisão aberta no campo do streaming de vídeo. 2021. 164 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Sergipe, São Cristóvão, SE, 2021. |
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