THE YOUNG AND THEIR PERCEPTION ABOUT TV PROGRAMS. AN EXPLORATORY ANALYSIS FROM A MULTI DIMENSIONAL MAPPING / JOVENS E SUA PERCEPÇÃO SOBRE PROGRAMAS DE TELEVISÃO: UMA ANÁLISE EXPLORATÓRIA A PARTIR DE UM MAPEAMENTO MULTIDIMENSIONAL

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

This present work studies the young audience`s perception of TV programs designed to this segment. The definition of youth herein exactly follows that of UN - people falling between the ages of 15 and 24 years inclusive - and in Brazil, 18% of the population are estimated to be young. Besides formulating concepts of youth from different standpoints and identifying their attitudinal profile based on creed, behavior and values, covered by a bibliographic revision, a field work was done focused on three selected groups. Those groups were exposed to a categorizing exercise, associating and disassociating different Brazilian TV programs, ending up on placement maps. The used technique was the multidimensional mapping, oriented by the qualitative approach. The result allowed evaluating the degree of adhesion among the young audience to the current broadcast TV programs, face to their expectations and perception. Some adjustments are suggested to the available broadcast TV programming guide based on those groups´ opinions.

ASSUNTO(S)

perception jovem escalonamento multidimensional young tv programs percepcao multidimensional scalling programas de tv

ACESSO AO ARTIGO

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