O processo de internacionalização e adaptação de formatos televisivos em Portugal

: estudo de caso “A Máscara”

Abstract

This study seeks to understand how television formats travel and reach international audiences, adapting to the sociocultural context of a global territory. Through the case study of the format “A Máscara”, originally "Mystery Music Show: King of Masked Singer" (in South Korea), this research is based on a mixed methodology using content analysis and direct non-participant observation, in order to detect the similarities and differences between the two versions of the format; afterwards interviews were conducted with two producers of the program (one national and the other English), these interviews were accordingly analyzed through a thematic analysis. Through these efforts, not only it was possible to realize that the format arrived in Portugal due to its proven success among audiences, but we were also able to understand that the elements of its structure were adapted according to Portuguese cultural norms, having incorporated “glamour” components to the program, ensuring that the audience is offered a musical show with humor. From this research we were able to conclude that the format plays an important role in the globalized world in which we live. In addition to allowing cultural encounters and appealing to the audiences' sense of national belonging, it is noticeable that the format market, once unidirectional, is gradually changing and finding other points of origin, increasingly turning to Asian countries.

Date of Award	25 Jan 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)