As estratégias de comunicação audiovisuais empregadas pela série 13 Reasons Why para se aproximar do público jovem brasileiro

Abstract

The present work aimed to analyze the audiovisual communication strategies employed by the American series 13 Reasons Why in search of promoting the approximation with the Young Brazilian public. In addition to the bibliographic review of the concepts related to the proposed initial theme, such as the evolution of digital social media, public opinion, Young audiences and audiovisual communication strategies. Thus, we sought to investigate the audiovisual communication strategies used in the dissemination of the show to awaken the interest of the young Brazilian public to consume the product "series". Thus, the corpus of analysis understands, the video released on the YouTube channel "do not be a why", the teaser of Netflix on the debut of the series in Brazil, the campaign idealized by the series, titled "Beyond the Whys" and the video "The Whys of Bruno Rocha ". In order to answer the problem issue, regarding discovering the audiovisual communication strategies employed by the series to attract the attention of the young public and invite them to watch the first season, we analyzed the four videos of Dissemination of the series from the Greimasian semiotics on two levels: paratextual (general context) and intratextual (Discursivity: theme, figurativizacion, spatializatio, actorializacion, timing, tonalization).