Statements of stimulus to participatory culture on TV Globo and the formation of an event discursive

Abstract

Television has undergone several changes, caused, among other factors, the participatory culture.
In Brazil, TV Globo also repositioned itself to continue to attract the attention of its audience. This article
discusses how participatory culture stimulus speeches are a discursive event, according to Michel Foucault
(2007), in front of the TV Globo discourse order. To show this, they are seen as the living conditions of these
new statements: the culture of convergence and the rise of a new consumer class in the country. These vectors
are the two that we consider most important to understand the repositioning of TV Globo. One of them directly
linked to changes in the media ecosystem and other more associated with changes in the social and cultural
field. The goal is to show that there positioning of the globe and the establishment of stimulus speeches to
participate if given from the emergence of a new social class and also the very culture of convergence, which is
connected to the media ecosystem, and that the changes in the field social and cultural. Throughout the work,
theories on television are discussed, convergence culture, participatory culture, studies on the new consumer
class and postulations about discursive event. Therefore, it is traced a panorama of change undertaken by the
issuer to approach this new class and also to meet the demands of the convergence culture. In the end, it
appears that the main response by the station was the investment in transmedias strategies, many
engagement programs proposed by producers (corporate sender/institutional) to consumers (recipients),
exploring their skills to seek and articulate content on various media and platforms.