Palavras chave

Neurociência, Neuromarketing audiovisual, Neuroeducação, televisão, audiência, serviço público, conteúdo educativo, entretenimento

Resumo

O novo panorama midiático, caracterizado pela fragmentação e insatisfação das audiências em relação à televisão tradicional, exige a incorporação de estratégias inovadoras que atendam às demandas de seu público e se conectem com ele. Este artigo analisa a capacidade da Neurociência para otimizar a produção de conteúdos adaptados às preferências dos espectadores e comprova a introdução desta metodologia nas rádios e televisões públicas europeias. Para isso, realizou-se uma revisão dos relatórios de gestão, demonstrativos financeiros e sites das rádios e televisões públicas estatais e regionais da União Europeia (N=100) assim como a evolução de suas audiências de 2010-2015. Complementarmente, a partir de uma análise exploratória e de entrevistas aprofundadas com questionários abertos e fechados, levantou-se a opinião de especialistas neurocientíficos, consultores de Neuromarketing, acadêmicos e profissionais da televisão pública europeia (N=22) sobre a utilidade e introdução desta ciência para o estudo das audiências e sua aplicação à programação, e o papel da Neuroeducação no projeto de programas educativos. Os resultados mostram que cerca de uma dezena de RTV públicas já utilizam o Neuromarketing audiovisual como ferramenta inovadora para testar e elaborar projetos de produtos de entretenimento, blocos comerciais e estratégias de melhoramento da competitividade; porém, ainda não foi implementada nos programas de conteúdo educativo, principal missão do serviço público.

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Technical information

Recebido: 28-12-2016

Revisado: 30-01-2017

Aceite: 13-03-2017

First Online: 15-05-2017

Data de publicação: 01-07-2017

Tempo de revisão do artigo: 33 dias | Tempo médio de revisão do número 52: 36 dias

Tempo de aceitação do artigo: 75 dias | Tempo médio de aceitação do número 52: 95 dias

Tempo de edição da pré-impressão: 139 dias | Tempo médio de edição pré-impressão do número 52: 160 dias

Tempo de processamento do artigo: 184 dias | Tempo médio de processamento do número 52: 205 dias

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Crespo-Pereira, V., Martínez-Fernández, V., & Campos-Freire, F. (2017). Neuroscience for content innovation on European public service broadcasters. [La neurociencia para la innovación de contenidos en la televisión pública europea]. Comunicar, 52, 09-18. https://doi.org/10.3916/C52-2017-01

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