O programa Timeline Gaúcha e sua relação com a audiência: estratégias multiplataforma de informação e construção de vínculos afetivos

Abstract

Media convergence, multimedia, and platformization are realities present in 21st-century journalism. They reflect a society that claims its right to belong even within the oldest communication media, no longer remaining merely as a receiver, but actively seeking to participate in culture (Jenkins, 2022), belonging, engaging, and collectively building future narratives. Today, audiences are no longer mere listeners; rather, they are powerful agents who influence news agendas and choose where to consume information. Therefore, it is necessary to be more than just a radio program; it is essential to evoke emotions in the audience, remain relevant in the digital era, articulate multiplatform strategies, adopt digital language, entertain, and preserve the essence of journalism: producing quality information with ethics and newsworthiness criteria. This research aims to conduct a case study of the Timeline Gaúcha program, seeking to understand its multiplatform strategies and its presence in digital environments such as Instagram, TikTok, YouTube, and Spotify, in addition to traditional radio broadcasting. Furthermore, it intends to analyze the construction of affective bonds with the audience, the language adopted by the presenters, and the use of infotainment in the program's structure. Through semi-structured interviews with the presenters of Timeline Gaúcha and Content Analysis, the results indicate the construction of a community formed by a powerful audience (Mesquita, 2014), in which the combination of the presenters, expanded and multiplatform radio, and audience mediation transforms the program into a loyal companion in people's daily lives, even in an era in which journalism is increasingly fragmented. [resumo fornecido pelo autor]