Análise da inetractividade na página do Jornal O País no Facebook

Abstract

The study of audiences today leads us to examine the 7 characteristics that Canavilhas points out as the basis for understanding how journalism is done in the age of convergence, of which Interactivity is the one that interests us most. In this context, this research analyzes the interactivity between the newspaper O País and its audience on Facebook in the context of convergence, aiming to understand how the interaction between them occurs on Facebook. The interaction between media outlets and their audiences has always been carried out according to the technological conditions of each era, having been based on and most frequently on letters to the editor, but nowadays it is done on various social media platforms, due to the fact that these have a space where opinions can be left, that is, comments can be made on each news item. In this way, it gives the online reader the possibility to interfere in the construction process, through the presentation of subsidies that bring other angles of approach to a subject already reported or in progress, just as media outlets can use this to shape public opinion. Specifically, the newspaper O País is one of the most talked about on Facebook, however, it shows an almost passive stance towards the entire flow of communication that is developed around the content it publishes on Facebook. In other words, although the comments are displayed on its page, there is a deficiency in communication, since the newspaper rarely responds to internet users' comments. This worries us because interactivity is understood as a dialogue between two parties, and if internet users alone engage in this interaction without the newspaper's participation, it is null. In this sense, there is a need to study and analyze the interactivity between the newspaper O País and its audience on Facebook, in order to understand the flow of communication between the newspaper O País and its audience on Facebook, and to understand how interactivity occurs between these two entities. In order to understand this phenomenon, in methodological terms, a mixed approach (qualitative and quantitative) was used, as well as techniques for analyzing interviews and content. Furthermore, the theory of Communicative Interactivity, the Agenda Setting theory, and the uses and gratifications theory were used to carry out the study. Therefore, the aim is to reflect on the type of interactivity that is in effect between them, as a way to contribute to the construction of a society that uses the various potentialities available to media outlets and their audiences to build an increasingly democratic society through journalism. Thus, it was observed that the newspaper O País does not use interactivity as expected, since it does not comment on its own news or comments from internet users; instead, the newspaper monitors the comments and remains silent regarding them, even though it could use interactivity with the online public