Conteúdo transmídia para o jovem: as estratégias de argumentação para o consumo de Malhação além da tv

Abstract

Consuming television products has been a different experience over the last few years, given the popular status of personal computers and the increasing access to the web. In a context of media convergence, based on studies driven by Jenkins (2008), the new behavior of participative consumers requires new positionings from the cultural industry companies. Through recent examples of storytelling experienced by television and movies companies, the present work analises how Rede Globo uses argumentative strategies to convince a public formed by teenagers to expand the contact with the soap opera Malhação. The analysis focuses on transmedia storytelling resources in the official website designed for the TV show, as well as in the second screen app, that offers to the viewers a new experience of immersion on the fictional universe of the TV show through mobile phones, tablets and computers while the episodes of Malhação are on the air. To analise argumentative elements present in texts and images created by Globo, we chose to use the theories of new rethoric proposed by Perelman (2005) and the researches of Maingueneau (2011) about the construction of the orator's ethos, with the goal of provide an identification between the public and the discourse presented by the TV company.