FES | Federación Española de Sociología

XII Congreso de la FES

Social TV: physically alone, virtually connected. New perspectives in studying audience 2.0.

GT 18 Sociología de la Cultura y de las Artes

Olimpia Calì (Universidad de Messina)
Iole Dugo (Università di Messina)
Sebastiano Nucera (Universidad de Messina)
Marco Centorrino (Università di Messina)


Sesión de comunicaciones orales Franja 5 : Prácticas culturales en el mundo online y offline
Responsable(s): Manuel Herrera-Usagre (Agencia de Calidad Sanitaria de Andalucía / Universidad de Sevilla.)
Tipo de sesión: Sesión de comunicaciones orales
Día: sábado, 2 de julio de 2016
Hora: 09:00 a 10:45
Lugar: Seminario 101

The aim of our contribution is to analyze how media convergence and participative cultures (Jenkins, 2007) have changed the audience standard model, how the Web has shortened distances between people and broadcasters and, in the end, to draw the sociological frame that emerges from a new way of watching TV that involves the use of social network.

After years of empirical proofs (Baim, 1998; Woolley, 2001; Wood, Baughman, 2012; Blaszka et al, 2012; Lin et al, 2016) that shows how people interact with each other and with the shows they watch, we can actually say that this is not a temporary trend, this is a big revolution into the fruition of cultural objects. Nowadays, to be really part of what we watch, a social network account (Twitter, Facebook, Tumblr etc.) is required.

Twitter, for its immediacy and conciseness, is the most favorite social network of this new audience, even because it offers the possibility to quote and “retweet” other peoples' comments only clicking on a button.

Once people discovered the social-network world, they began to virtually get together without any suggestion come from the upside world of broadcasters. Then, they started to watch and comment any kind of TV-show, feeling the sense of being “together” with other anonymous people that they maybe never would meet in the “Real Life”, but with whom they share the same interest and passion.

This activity contributes to creating and consolidate fandoms, communities of people that invest their free time and their emotion into specific cultural and media objects (Duffett, 2013). Fans interact with each other while they are watching TV and, sometimes, they have the opportunity to tweet their opinions directly to TV broadcasters or producers, who actually encourage this new form of interaction by throwing official hashtags for their programs. They discovered how important is to get people involved in order to achieve big ratings for their programs: is in fact clear that this new audience 2.0 needs to be an active part of the communicative process and stop being only the receiver of a close media object made by someone else.

Palabras clave: Social TV, social network, fandom