Muito além do São João do nordeste: estratégias de regionalização da Rede Globo de televisão

Abstract

This research aims to analyze the media regionalization strategies of Rede Globo de Televisão specific to the Northeast region, based on some special programs shown in pools at certain times of the year, especially the broadcast of the program “São João do Nordeste”. Such strategies are led by Globo Recife, the Network's only own broadcaster in the region, which until 2018 used the fantasy brand “Globo Nordeste” and which in the broadcasts of these specials takes on the role of head of the regional network. The time frame of the analysis will cover the years 2019 to 2023, aiming to investigate how such strategies were developed before, during and after the Covid-19 pandemic. As a case study, the research will focus on the participation of the TV Sergipe affiliate in São João specials and its strategies for valuing local culture articulated with macro-regional identity. In this way, the work aims to contribute to the research subfield of Communication Geographies, seeking to highlight the role of local- regional broadcasters in the business model of the national television network that leads in audience in the country.