O comunitário presente na TV Santa Maria: análise a partir das estratégias comunicacionais de produção televisiva

Abstract

This paper proposes to perform an analysis of communication strategies of a community TV, seeking to the community identification that is present on TV Santa Maria, as it is a community channel, but limited to the transmission system within the cable television broadcasting. When considering the specificity of the Brazilian community TV, which are currently restricted to the existence of this paid access system, we understand being necessary a further deepening about the setting of this communication, which led to the following proposition problematic: how the communitarian is present on TV Santa Maria? To answer the question raised in the study it is that the objective to analyze how the communitarian is present on TV Santa Maria from the communicational strategies of management and television programming. For this it sought as specific objectives to map the program schedule of TV Santa Maria in 2012 and 2013; identify the communication strategies present in the management and programming of community channel and, and in the end to undestand the importance of the presence of the communitarian on the TV Santa Maria inte the local context. The theorical review began with the concept of community, community participation and community communication. Still sought to contextualize the history of community communication vehicles and role played by communities and community media. To conclude the theoretical part of the research, we suggest a look at the communication strategies that are necessary in the development of projects in this conception. In the methodology as qualitative research , we used the method of case study. The analysis of the empirical corpus comprised by 28 editions of programs of the grid station was made through textual analysis of audiovisual material, supplemented by interviews in depth and documentary analysis. The method allowed the identification of the composition of the TV program schedule, as well as knowledge of the community channel managers. From the analysis undertaken on the collected material was noted that the community TV located in the city of Santa Maria lends itself to the role of being a alternative vehicule to hegemonic media being promoter of the culture and the local sport by taking roofing of relevant facts to the community. In this sense according to the programming, the interviews and analysed documents, we can consider that the communitarian is present on TV Santa Maria through the different spaces that open to unknown artists, to the coverage of amateur and professional football, to the interviews with the population, to the spaces of cultural support of small businesses, but mainly in the placement of varied grid programming and broad theme focusing on local events.