POSICIONAMENTO ESTRATÉGICO DOS AGENTES FOMENTADORES NA IMPLANTAÇÃO DA TV DIGITAL NO BRASIL: DISPUTAS, NEGOCIAÇÕES E ESTRATAGEMAS RETÓRICOS

Abstract

The quarrels on the model of implanted digital TV in Brazil in 02 of December of 2007, lasted thirteen years more than. In virtue of the dynamism of the debates, in the defense of its respective interests, the actors had been modifying its initial position in reply to a new rhetorical situation that to each new phase presented decurrent of the correlation of forces gifts in the environment. The objective of the work is in investigating the negotiations and the strategies of positioning used by the main involved agents in the process of implantation of the digital TV in Brazil and, concomitantly, to analyze and to argue the interests of each one of these actors envolved of the decision technique/politics of the choice of the standard of digital TV in the perspective of three theoretical referenciais: The Determined Strategy Continuously; The New Rhetoric and the Rhetorical Criticism. According with of exploratory research, qualitative nature, analysis after-factum, with job of instrument of collection of data directed toward content analysis, as Bardin considers (1997), the technique of the interview in depth next to the main Responsible Actors searched to confirm hypothesis proposal initially, according to which, the interests of the different groups in the implantation of the digital TV that made possible the choice of the Japanese standard causes small diversity the programming and minors possibilities of democratization of the communications. The results of the research point with respect to the adoption of the Japanese standard (in perfect accord with the interests of the Broadcasters and the Federal Government) in detriment of the interests of the civil society (searched the democratization) and of the Industry of Telecom (favorable to the European standard).