Gender and Multi-platform TV consumption tendencies in Portugal (Potential users and adopters)

Luís Miguel Pato

Resumo


A TV apresenta-se como uma realidade
baseada em pressupostos de cooperação intermediática
(Buonanno, 2008). Verifica-se que as teorias de
comunicação tradicionais (“flow”) estão a ser
complementadas por uma TV segmentada e participativa
(“narrowcasting”). Estas propostas devem-se à mudança
de paradigma no que à distribuição de conteúdos TV
diz respeito. Verifica-se que hoje, se usam interfaces
híbridos para se aceder às emissões tornando-as mais
personalizáveis, acessíveis e disponíveis.
Estudos têm demonstrado que assuntos
relacionados com género comportam indícios
fundamentais relativos à adoção de inovações tecnológicas.
Partindo destes pressupostos, esta investigação propõe
duas abordagens complementares – uma que se baseia
numa revisão exaustiva da literatura acerca da adoção
tecnológica e do cenário multiplataforma em que a TV se
encontra atualmente e outra que apresenta os resultados
de um inquérito administrado a uma amostra de 630
alunos do ensino superior em Portugal entre Outubro de
2011 e Maio de 2012.
Os resultados obtidos evidenciam padrões
diferentes entre os géneros masculino e feminino
no que à adoção e uso de TV distribuída em sistema
multiplataforma se refere.


Palavras-chave


estudos de género; televisão; adoção tecnológica

Texto Completo:

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