InserÃÃo da Rede Globo no mercado de televisÃo pernambucano

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The purpose of this work is to analyse the Rede GloboÂs strategies to include itself in the state of PernambucoÂs television market. A historical study was done of the broadcasting station and of Brazil and PernambucoÂs television market, in which it is localized, as a local network and broadcasting station, respectively. The hypothesis is that the Rede Globo wanted a national, unified and homogeneous market and didnÂt develop specific actions towards Pernambuco. In order to âfindâ an answer to the given indagation and confirm the hypothesis, it is necessary, mainly, to interpret the stationÂs history. To divide this history into periods was a solution, also inserting the station in different Brazilian television periods proposed by BolaÃo (2004). TV Globo NordesteÂs history was divided into three phases. The first phase brings the âactionsâ, done by the station, marked by the barrier to the entrance already established by the Rede Globo in a market already nationalized, unified and monopolized. The second phase is marked by the (attempt of) construction of a local identity as a strategy, parting from the dialog with the mito da pernambucanidade (or the myth of pernambucanicity). The third one is characterized by the effects of reengineering of OrganizaÃÃes Globo, inserted in a worldwide communication rearrangement. As for the methodology, bibliographical research was done, documents were gathered, indirect observations were made and, mainly, oral history was learned. All of the âvisionsâ were grouped in order to find a connection between them and place them under the âworld conceptâ of this researcher, in the point of view of Political Economy of Communication

ASSUNTO(S)

reengineering and television barreira à entrada barrier to the entrance comunicaÃÃes comunicacao communications rede globo pernambucanidade pernambucanidade rede globo reengenharia e televisÃo

ACESSO AO ARTIGO

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