A influência das celebridades nas audiências televisivas

Abstract

Throughout its existence, television has undergone several changes that have essentially changed the way the viewer sees and consumes it. In its early days, this “magic box” functioned as an audiovisual medium that brought people together, sharing moments and experiences. In terms of programming, television had a simple offer that won over crowds just because it was new. However, the television medium has become increasingly competitive and with an extensive offer. Nowadays, television is another medium that we all have access to and that allows us to see the program we want and the presenters we like at any time of the day. Inevitably, in order to face the competition, stations adapted their choices with the maximum purpose of attracting audiences, often through the “faces” of television. That is why, today, it is inconceivable to talk about television without including the celebrities’ phenomenon. After the surprising change of Cristina Ferreira, in 2018, from the TVI Portuguese TV station to SIC and after the success she had, the curiosity to understand the phenomenon of celebrities and the way viewers follow them was born. It is in this sense that this dissertation seeks to contribute to a better understanding of the behavior of Portuguese viewers in relation to television channels and television celebrities. Through a questionnaire survey of the Portuguese adult population and an analysis of the media coverage made to Cristina Ferreira's transfers between television stations, it was possible to conclude that the respondents choose the television channel they consume based essentially on the style of programs that they like to see, although part of the sample reveals they consider the presenters and celebrities who are part of them. Regarding the specific case of the presenter Cristina Ferreira, the study concluded that most of the respondents who follow her always do so, regardless of the transfers of the presenter between different television stations. Thus, Cristina Ferreira becomes a case apart from other celebrities, since she has the capacity to alter the common behavior of viewers.

Date of Award	11 May 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)