Conectividade TV e Web: a construção do fluxo e da dinâmica comunicacional do BBB18 a partir do engajamento dos fãs

Abstract

This research deals with the symbiosis between television and the web in a post-convergence scenario of the media in which emerges a model of consumption, production and distribution of television content that calls for connectivity. We start from the ubiquitous use of social networks and the Internet and from the potentialization of participatory culture and fan subculture as phenomena that foster what we call the connective ecosystem communicational. Television and the web come to inhabit shared spaces when the dynamics and information flow of television products are reconfigured. In this sense, this investigation analyzes the construction of the communication dynamics of the 18th edition of the reality show Big Brother Brazil from the engagement of its fans. We propose to identify how the participation of this audience interferes with the information flow of the program and what strategies the reality show employs to distribute and circulate its content on television and on the web. The initial hypothesis takes into account that the activity of the virtual communities in Twitter directly impacts on the product dynamics and this, in turn, builds it based on a bidirectional flow, passing between the two environments. Field research was conducted from January 1 to April 20, 2018, a corpus that includes the pre-season and the screening of the entire 18th edition of Big Brother Brazil. We use virtual ethnography as a methodological inspiration. The analysis was done on TV, social networks and program site, as well as in the fan communities on Twitter. The data collected during this period allow us to conclude that the fans, through a particular model of reception, circulation and production, are responsible for building the communicational dynamics of the program. The interference that their participation had in the version shown on TV evidenced a Big Brother Brazil committed to establishing a horizontal and representative communication with its public. In addition, some strategies and actions proposed by the program have stood out and revealed clues to a new model of producing television.