Interação na televisão brasileira: o papel da tecnologia e da cultura nos 75 anos da mídia

Abstract

This work investigates the evolution of interactive practices in Brazilian television, contextualizing its development over 75 years (completed in 2025) and its relationship with the cultural and technological changes in society. As a theoretical foundation supporting the understanding of television, the research adopts the concept developed by Raymond Williams, who views this medium as a relationship between technology and culture. To delimit the historical trajectory over the years, the systematizations of TV phases based on Umberto Eco and Carlos Alberto Scolari are adopted. The research is justified by television’s relevance in Brazilian society, even in the face of the rise of digital platforms and new forms of media consumption in the last two decades. The study employs a qualitative approach with a descriptive-interpretative method, carried out through the analysis of representative television programs from each phase, selected exploratorily and progressively to illustrate the contextual dynamics of interaction. It incorporates bibliographic reviews covering theories on technology, culture, and 21st-century media relations, drawing on scholars such as Álvaro Vieira Pinto, Stuart Hall, and Henry Jenkins. This dissertation revisits the relationships between television and its audience, examining interaction through the lens of language, grounding the concept of interaction in Bronckart, and relying on Amossy to understand how these interactions effectuate a co-constructed discursive construction between the two agents, qualifying the possible modes of co-construction in each period. This approach will allow for the identification of continuities and ruptures in television consumption practices and their implications for social dynamics, promoting a more comprehensive understanding of television’s role over these threequarters of a century.