Resumo

ANDERETE SCHWAL, Mariano. El Regreso de Gran Hermano en Argentina y la conquista de nuevas audiencias. Intersecc. comun. (En línea) [online]. 2024, vol.1, n.18, pp.4-. ISSN 2250-4184.  http://dx.doi.org/https://doi.org/10.51385/ic.v1i18.196.

This work analyzes the success of Big Brother's return to Telefé in 2022, seeking to explain the phenomenon that transcended the television screen and reached mass status in the country. In this sense, the recent changes in the media, the post-pandemic television context, the rise of streaming services and the presence of social networks are considered. The program managed to increase the general rating of Argentine television and transcended its time slot, remaining present through the debate and confrontation generated, amplified by the media panelism installed on the television grid. In turn, its reproduction multiplied through digital platforms, which dominate the consumption of audiovisual content in the country. The results of the research highlight the success in the dissemination of the program, by developing strategies that allowed it to satisfy a wide audience eager for hybrid products: where television, digital media and social networks interact.

Palavras-chave : Big Brother; television; streaming; social networks; mass consumption.

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