Consumption, Uses and Gratifications of the soap operas´ audience
DOI:
https://doi.org/10.30962/ec.1004Keywords:
Telenovelas, Usos e Gratificações, Audiência, Teoria fundamentada em Dados.Abstract
This article focuses on the partial results of the doctoral thesis defended by the author regarding the audience of soap operas, especially with regard to the reasons for which viewers seek to expose themselves to such content. The Grounded Theory approach was employed to derive a “SOAP OPERAS SPECTATORSHIP MODEL” firmly rooted in the perspectives of 49 soap operas viewers. The resulting model reveals three groups of motives for viewing soap operas: a) Company b) mood management c) Social integration / Counseling. Within the model, each motivation group is associated with a particular strategy and level of exposure to soap operas, among others, but here, I highlight the description of each motivational category placed in dialogue with the literature that best interpreted the data arising from applied inductive research.Downloads
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