As representações das elites na mídia de colunismo social em Porto Alegre/RS: Um estudo de caso sobre o programa Sociedade com Odalgir Lazzari

Abstract

The main objective of the present study, from the perspective of communication, is understand the meanings of elite represented by the discourses of gossip column (production and product) from a case study of the Programa Sociedade, on TV and the web. Programa Sociedade is an independent production of presenter Odalgir Lazzari, which has local coverage (Porto Alegre/Brazil), focus on the audience belonging to social classes A and B (financial-economic elite). The program are in the market for 10 years, has many awards and is broadcast both on television, since July 2000 by Net Cidade Porto Alegre,, as the TVI website since March 2008. To undertake the resolution of the main goal, initially contextualizes the Programa Sociedade, passing by the characteristics of the media in which it is broadcast (pay TV and web), the convergence of media journalism to the Web, with emphasis on the generation journalism and journalism portal. From this, we present the methodological approach grounded in a qualitative component, consisting of movements of the survey research, theoretical research, exploratory and empirical research. In order to advance the theoretical reference, we proceed to consideration of categories, kind and subkinds of journalism, even to the gossip column. Thus, it works the story of gossip column and matrix social columnist, in addition to highlighting the institutions of gossip columnists and the fragmentation of current gossip columnist. The discussion of the concept of "elite" is also another important aspect, because it proves the subconcepts of social distinction and power. There is also the redemption of elites throughout history and subsequently the elite of Porto Alegre/Brazil. On this basis, we perform analysis of current Programa Sociedade for the preparation (industrial competitiveness, communicative competence, levels and stages of production, professional ideologies, practices of production and marketing strategy), to members of the Programa Sociedade involving the representation elite (s) and the understanding of elites and gossip columnist. It's also the analysis of the product as to the mechanisms Programa Sociedade (discursive strategies) used to represent elite and type or types elite. Among the results, it appears that the program participants interviewed and the gossip columnists Walter Winchell, Manuel Müller, Ibrahim Sued Amaury Jr. and have many similarities to Odalgir, revealing features that are closely linked to aspects of distinction. It is also evident that the presenter articulates a network of associations, whose main thrust is the relationship, to represent elite that is embedded access to consumption and the use of certain products, working various elements such as clothing, age, appearance and patterns of language, body language, decoration, furniture. Note also that elites seek to differentiate themselves socially tastes, whether through tradable items (jewelry, champagne, perfume, clothes) or non-tradable elements (recognition, prestige, beauty, power, intelligence), and many of them have flags of social distinction in earlier times.