Estudo das estratégias da Rede Globo de Televisão na esfera da cidadania

Abstract

The thesis addresses questions raised about the rights of citizens as represented in programming by the Rede Globo network. The analysis focuses on some of the objectives the network desires to achieve as it inserts certain social themes into its marketing and merchandising messages, such as legal rights, ecology, diversity, differences and individuality. These questions are examined in a specific manner. The focus chosen for this study puts on display how television programming utilizes its own conception of social order and of politics and also how it makes use of its power to impose a particular viewpoint regarding being and behavior. Television elaborates, legitimizes and institutionalizes a restrictive model of society and humankind that it desires to build up through operations in the media field and by the contents of each program it broadcasts. The Rede Globo network pursues certain strategies in an attempt to maintain market share, keeping itself close aligned to audience ratings. Their actions inclu