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Structural mediation of technicity: audiences repositioning on Twitter

Mônica Pieniz


This paper presents elements of a PhD thesis that had the objective of understanding the process of audiences repositioning where receivers become emitters by sharing their perceptions about telenovela on Twitter. The research sought to discover the motivations and contents involved in this practice, from the theoretical approach of structural mediation of technicity. The methodological protocol included content analysis of tweets, on Nvivo10 software, questionnaires and interviews with twitterers receivers. The results show different contents and motivations, which evidence that, besides being a reception shared via web, this is a practice of individuals that seek to please their own possible audience.


Technicity, media convergence, molding forces of the media, telenovela reception, audiences repositioning

DOI: http://dx.doi.org/10.11606/issn.1982-8160.v9i1p213-228

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