Influência da televisão no telespectador: os meios de comunicação social como formadores da opinião pública
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2012
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Os meios de comunicação desencadearam grandes transformações no seio da sociedade criando uma sociedade de massas que modificou por completo as relações humanas. É sabido que os meios de comunicação têm uma grande influência na nossa sociedade, manipulam a opinião pública dando aos cidadãos aquilo em que eles devem falar e pensar. Os indivíduos não são mais meros espectadores. Com a Internet começou a ser possível aos cidadãos participarem na construção das notícias. Através dos blogues, redes sociais ou mesmo com a possibilidade de intervir, comentar e debater assuntos dos jornais online. E os meios de comunicação social não são mais difusores de informação, são um comércio, um negócio onde o lucro e as audiências estão em primeiro lugar. Vieram para estandardizar e homogeneizar a cultura, vieram para transformar o mundo numa “aldeia global”. E mais: os media falam do mundo das pessoas conseguindo transformá-las em superpessoas ou em farrapos. Com este projeto de investigação procura-se então perceber que papel desempenham atualmente os meios de comunicação social no nosso dia a dia e qual o seu futuro com o avanço fugaz que se tem verificado nos instrumentos de comunicação que têm surgido.
De facto, procura-se, com esta investigação, perceber se os meios de comunicação social exercem influência na formação da opinião pública, isto porque numa sociedade atual em que cada vez mais se fala no que diz a opinião pública quando há uma campanha eleitoral, um referendo ou uma outra situação igualmente importante para os cidadãos, pode ser pertinente tentar perceber que ligação existe entre os media e a opinião pública e se são eles o elo entre os cidadãos e o que diz respeito à vida política e pública. Tenta-se ainda compreender se e de que forma a televisão, em particular, influencia o telespectador. Para se chegar a estas conclusões procedeu-se a um enquadramento teórico com a abordagem de conceitos importantes relacionados com os meios de comunicação social, recorrendo a uma revisão bibliográfica alargada, numa primeira parte; posteriormente, através de uma metodologia adequada procede-se a uma pesquisa empírica com a observação e análise dos telejornais de horário nobre de três canais generalistas bem como a análise de espaços de comentários e debate. Por fim, dá-se conta dos resultados de um inquérito que aplicámos junto de telespectadores, o nosso objeto de estudo, para perceber realmente até que ponto estão conscientes da influência que a televisão tem sobre eles. No fundo trata-se de uma metodologia qualitativa onde através de técnicas de recolhas de dados com a documentação, o
inquérito e a observação é procurado um cruzamento de informações com a análise documental e de conteúdo dos dados.
The mass media have begun a series of great transformations within society thus creating a society made of masses, modifying human relations entirely. It is known that the mass media have great influence in our society; they manipulate public opinion, feeding citizens with what they should think and speak about. Individuals are no less than mere spectators. With the internet it became possible for citizens to participate in the construction of the news. This is possible through blogues, social networks, and they have the possibility of intervening, commenting and debating by way of online newspapers. The mass media are no longer information spreaders; they are now a trading market where profit and share ratings are their main concern. They came to even out and to standardize culture, to transform the world into a global village. And this is not all; the mass media speak of people in ways capable of big transformations, turning someone into a super hero or a super nothing. This research project intends to understand what the role that mass media plays nowadays and what will be its future with the swift advance verified in communication instruments. In fact, it is proposed with this investigation, to understand if the media exerts any kind of influence in formation of public opinion. All this because in a current society, in which the weight of what the public opinion says, is getting higher, especially in situations like a political campaign, a referendum or another equally important matter, it might be pertinent to realize what connection exists between the media and the public opinion and if the media are in fact the link between citizens and what political and public life. Finally, it is a necessity to understand if and in which way television influences viewers and how mass media interferes in the construction of public opinion. These conclusions were obtained through a theoretical framework referring to important concepts related to mass media, resorting in a first part, to a wide bibliography revision, and subsequently, through an adequate methodology, it is proceeded to an empirical research completed by observing and analysing the primetime newscasts of three generalist channels as well as the analysis of comment and debate forums. Last but not least, we take knowledge of the results of an inquiry applied to the public, our study object, to understand to which extent the viewers are aware of the influence that television has upon them.
The mass media have begun a series of great transformations within society thus creating a society made of masses, modifying human relations entirely. It is known that the mass media have great influence in our society; they manipulate public opinion, feeding citizens with what they should think and speak about. Individuals are no less than mere spectators. With the internet it became possible for citizens to participate in the construction of the news. This is possible through blogues, social networks, and they have the possibility of intervening, commenting and debating by way of online newspapers. The mass media are no longer information spreaders; they are now a trading market where profit and share ratings are their main concern. They came to even out and to standardize culture, to transform the world into a global village. And this is not all; the mass media speak of people in ways capable of big transformations, turning someone into a super hero or a super nothing. This research project intends to understand what the role that mass media plays nowadays and what will be its future with the swift advance verified in communication instruments. In fact, it is proposed with this investigation, to understand if the media exerts any kind of influence in formation of public opinion. All this because in a current society, in which the weight of what the public opinion says, is getting higher, especially in situations like a political campaign, a referendum or another equally important matter, it might be pertinent to realize what connection exists between the media and the public opinion and if the media are in fact the link between citizens and what political and public life. Finally, it is a necessity to understand if and in which way television influences viewers and how mass media interferes in the construction of public opinion. These conclusions were obtained through a theoretical framework referring to important concepts related to mass media, resorting in a first part, to a wide bibliography revision, and subsequently, through an adequate methodology, it is proceeded to an empirical research completed by observing and analysing the primetime newscasts of three generalist channels as well as the analysis of comment and debate forums. Last but not least, we take knowledge of the results of an inquiry applied to the public, our study object, to understand to which extent the viewers are aware of the influence that television has upon them.
Descrição
Dissertação de Mestrado em Ciências da Comunicação, Especialização em Jornalismo
Palavras-chave
Meios de comunicação social , Opinião pública , Televisão , Informação , Telespectador