Uma nova emoção vem por aí: as estratégias de lançamento da telenovela na era da convergência

Abstract

This research stems from the investigation of the TV promos by Rede Globo for the launch of its telenovelas, having as a backdrop the scenario of communicational changes provided by the integration between the multiple media. The study begins with a theoretical path about this transformation context provided by the culture of media convergence and how it plays a fundamental role in the new relationship between Rede Globo, its usual audience and digital users. In sequence, we developed the construction of the TV schedule and an interval within a channel, thus introducing the study of the main concepts and the categorization about the object of the research, the TV promos. We complement and end the second chapter with a study about the broadcasting design today and how its elements can demonstrate to the public the integration between television and the internet. In the third part, the research methodology is presented, as well as we demonstrate the results obtained through the analysis of the TV promos for Flor do Caribe – Edição Especial, a telenovela aired between 2020 and 2021 at 6 p.m. on Rede Globo. Our analysis covered two aspects: the constitutive aspects of the narrative and visual format of the TV promos and the form of disclosure to the public both on TV and in the digital platforms and social networks of the Rede Globo on the internet.