A memória afetiva e os telespectadores : um estudo do Canal Viva

Abstract

This doctoral thesis has as general objective, to analyze how Canal Viva viewers' affective memory is constituted in Brazil. We try to answer in which way the audience conquest happens, how the affective memory can interfere in this process of acceptance, who are and how these viewers interact in social media and what memories and affections are shown in the posts. We use the Content Analysis of Laurence Bardin (2011), which establishes the research on the semantic meanings of comments, observing the verbs, adjectives and expressions that provide meaning in the conversation published on the network. With the analysis of content it was possible to construct categories of analysis that allowed to understand viewers‟ manifestations about Canal Viva. We analyzed the comments posted by viewers on twitter website on the telenovelas Cambalacho and Laços de Família. For this, we use Grid Monitoring software as a data collection tool. As a methodological course the posts were classified in two moments. The first one was positive, negative and neutral, and the second was in accordance with the categorization criteria presented in the methodology. After these divisions were made, the data were analyzed with the co-occurrences of terms that appear incidental or not. The final results showed that, in addition to being affective, there is a tele-affective memory, resulting from the emotional effects of television, socialization and the affections built with reference groups. Canal Viva becomes a place of revisitation, which evokes the memories and affectivities of the public. It is a pleasure to return to the past because it is a social bond reconstructed by remembrances, in which the TV was part of the private and collective moments of people.