Estudo de audiência do programa Moçambique em concerto: análise dos factores determinantes da exposição da audiência

Abstract

This study studies the audience of the program Moçambique em Concerto with the aim of understanding the determining factors of the audience's exposure to the program. As a theoretical basis, the theories of Uses and Gratifications were used, which generally assume that the audience uses certain media content to satisfy some need; Cultural Studies, which support the idea that the social and cultural environment influences the act of reception and choice of media products; and finally, the Model of Encoding and Decoding of television discourse by Stuart Hall (1973), where Hall identified three hypothetical positions for decoding messages, namely: A dominant or preferential position, a negotiating position and an oppositional position. These theories were useful for this research, as they argue that the audience of the media is not passive in the act of reception and interpretation, but their individual needs and external factors determine their exposure to the media. As for the methodology, a mixed qualitative and quantitative method was used, which allowed us to obtain statistical data on the program's audience, such as: sociodemographic factors (gender, age, education, marital status, place of residence, profession), degree of frequency of exposure, among other possible measurement data. And finally, it allowed us to understand in depth the motivations determining the audience's exposure to the program in question through the survey and interview techniques. A total of 114 people were surveyed, of which sixty-two (62) were women and 52 were men, and 24 people were interviewed, of which 12 (6 men and 6 women) watched the program at the location where it was recorded and 12 (6 women and 6 men) watched it at their homes. From this direct contact with the audience of the program Moçambique em Concerto, it was found that the social factor is decisive for its exposure, that is, people are motivated by the pleasure of seeing the presenter helping people who have some kind of need, such as: health, better living conditions, financial support to start a business, among other needs; but they also watch to see the guest singers, and lastly they are motivated by entertainment.