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The People's Audience

2020; Routledge; Linguagem: Inglês

10.4018/978-1-7998-3323-9.ch008

2475-6768

Ricardo Matos de Araújo Rios,

Asian Culture and Media Studies

This chapter analyzes the previous ethoiscal projections of Programa Silvio Santos' (PSS) studios audience about its presenter, trying to understand—in parallel—who are the women considered as co-workers and the reasons that make them participate in the PSS and in its fandom. The data collection methodology is based on field research based on individual interviews conducted in March 2014. The ethos is understood as the image of oneself and the other, which may have a prior and discursive dimension. This image is supported by partially stable crystallized knowledge (sociodiscursive imaginary). The basic theoretical framework is composed by Morin, Sousa, and Lunardi; the notion of ethos is read in Charaudeau and Amossy. It is observed that the presenter has reached the Olympian myth curve and his ethé is based on credibility and identification.