Acceso usuarios
Yvana Fechine
This essay discusses how, from a variety of strategies of personalization, the anchors of a Brazilian newscast, the SPTV (broadcast in the state of São Paulo on the Globo Network), achieve credibility with the public and supported by ratings, become actors in the news they are broadcasting. During the majority of the news programs broadcast on the Globo Network, the anchor directly addresses the audience, but does not embody the speech it is reading as its own, and it doesn’t perform under his own name. There is a very clear distinction between this very singular character (an individual persona) and his public character, the character of a representative of a newscast anchor or a spokesperson (a “non-self’). On SPTI’ on the contrary, the network invests in the oscillation between those two characters: the individual persona and the “non-self’ producing a more personal and casual speech and for this very reason, more empathy with the audience they are targeting. In this essay, it is my intention to discuss the semiotic process by mean of which how these pulling forces unite in the advertising of a broadcaster.
