Política no daytime televisivo : humanização dos políticos no programa da Cristina

Abstract

The Programa da Cristina presented itself, in the Portuguese scenario, as a unique space of fusion between daytime entertainment and the field of politics. Through the appeal to pathos, the program worked as a new media stage for political actors to investin different dimensions focused on the humanization of character. The theoretical component of the study focuses on the analysis of the three dimensions that make up the presence of politicians in entertainment programs: (1) the politics angle, (2) the media angle, and (3) the audience angle. In that way, we analyze,first, the progressive investment of politicians in the humanization of public communication; second, we study the logics inherent to the media angle and the preponderant role assumed by the presenters of TV entertainment programs; third, westudy how the political presence in entertainment is perceived by the audience. We based this research on a mixed method, supported by the analysis of all the emissions in which there was a political presence in the program, to understand how political actors staged their visibility in the Programa da Cristina. The major results of the analysis show that the daytime program served, from the point of view of political actors, as a vehicle to show different facets and dimensions that overcome the rigid, cold and distant values associated with the field of politics.

Date of Award	22 Feb 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Figueiras (Supervisor)