"Structures of feelings" and Brazilian digital television: cultural reconfigurations in times of technological migration

Title"Structures of feelings" and Brazilian digital television: cultural reconfigurations in times of technological migration
Publication TypeConference Paper
Author(s)Marquioni, C. E.
Affiliation (1st Author)UTP - Universidade Tuiuti do Parana, Brazil
Section or WGVisual Culture Working Group
DateWed 26 June
Slot CodeVISW2a
Slot Code (Keyword)VISW2a
Time of Session11:00-12:30
RoomHelix - The Gallery
Session TitleTechnological development and Visual culture
Submission ID4519

Digital technologies are redefining the televisual experience in Brazil,, in the case of terrestrial TV, there is a project running since late 2007 to migrate the broadcast signal (from the analog to digital pattern). The defined standard for Brazilian digital TV - referenced as Japanese-Brazilian - makes it possible the directly interaction by audience via the television set to send return data to the broadcaster,, the Brazilian Federal Government has considered the interactive digital TV as an alternative to the digital inclusion of the terrestrial television audience (this initiative can be justified from official data disclosed in the second half of 2012 informing that while 36,5% of the country's population have computers with Internet access in their home, 96,8% have television sets). However, even though the adopted standard for digital TV enables interactivity, this feature is not currently available for usage (in fact due to the absence of a standard return channel). Despite this unavailability, the paper considers that Brazilian TV stations have used an approach that characterizes an audience preparation for the moment when the interaction via digital television gets available. This preparation is related to frequent invitations for the public interaction with the programs, specially the interaction using a computer connected to the Internet concomitantly with the act of watching TV. It is worth noting that the preparation is only associated with the audience of terrestrial television that have a computer and the Internet access in their home - and, as mentioned before, this context is related to about one-third of the public. But anyway these invitations involving the Internet usage to interact are becoming more sophisticated each day, especially when compared with the proposed interactions observed in the past (related usually to polls and typically materialized via conventional media such as the telephone). Applying the notion of "structures of feelings" developed by Raymond Williams as the main theoretical reference, the article proposes critical analysis of the invitation to audience interaction with televisual programming in a cultural perspective, presenting the current scenario as an embryonic stage of the televisual redrafting in Brazil. Particularly it is presented that this adaptation goes beyond the migration between technological platforms, and establishes - in cultural terms - a complex reconfiguration of the "structures of feelings" related to the televisual system (including broadcasters and audience). The paper presents empirical data related to interactivity invitations in three journalistic programs aired on national network by Globo TV (audience leader in Brazil); such data - collected during six months, from late 2011 until mid-2012 - enables quantitative and qualitative reflections related to the invite for interaction in the programs, highlighting the ongoing development of cultural aspects and the fact that the interactive resource is being systematized in the News "cultural form" of television.

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