A TV que tem torcida: um estudo sobre o discurso e a afetividade dos sbtistas no mundo da cibercultura

Abstract

The Television is capable of sensitizing millions of people in an instant, talking to everyone at the same time, and yet touching each one individually. In this line, television, in its social scope, is able to form groups and communities of admirers. This monograph seeks to understand and analyze the manifestation, in particular, of the community of fans of the Brazilian Broadcasting System (SBT) that, in social networks, stands out to admire the content produced by the channel. The station was named in a survey of Aba / Top Brands as the most beloved channel and with most defenders in Brazil. From this, the research proposes to understand the relation of the fans with the programming of the transmitter. Using discourse analysis, this research analyzes the social-virtual and affective manifestation of the fans in the Facebook groups. The analysis shows the influence of artists, broadcasters and audience numbers on the ideological discourse of community members. The interaction between the members configures an identity of its own that is explored in this research as the neo-tribal formation of Maffesoli. The results of this research prove a concept of organization, identity and unusual affectivity related, predominantly, to strategic communication of SBT (sic).