A audiência na construção social do telejornalismo: como aumentar o engajamento do telespectador

Abstract

The objective of this research is to show the need to stimulate, facilitate and increase the audience engagement of television news JPB1, as an alternative to increase the knowledge that journalists have about this audience. Our hypothesis is that, through our own tool, developed for television news, we can better understand what you think and what your audience wants. This tool would be an application that allows viewer engagement, even in real time. We developed the prototype of this app and tested it with the JPB1 audience. Analyzes were also made with the journalists who make this newscast. We base our research on the studies of McQuail (1997 and 2003), Vizeu (2005), Mosque (2014), on audience. Already within the participatory culture, we highlight the models of communication of adherence and propagable or propagability (JENKINS, FORD and GREEN, 2014). To arrive at the interactive audiovisual product we propose, we use the application model of Audiovisual Design, a methodological-analytical process developed from the intersection between theories of Human-Computer Interaction and Audience Studies (BECKER, GAMBARO, RAMOS and BEZERRA, 2018). We used participant observation, in-depth interviewing and content analysis techniques on TV Cabo Branco's WhattsApp, through which we found failures in bringing the viewer closer to the newscast. Through these surveys, we found that the JPB1 newscast has engagement with the audience, but is limited. We also found that the use of messages sent by the JPB1 audience is precarious. Research to test the effectiveness of the JPB1 prototype indicates that it may have viewer acceptance, as well as achieve its goal of facilitating, stimulating and increasing audience engagement with the newscast.