Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]

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Bibliographic Details
Main Authors: Roberto Bazanini, Sergio Farah
Format: Article
Language:English
Published: Instituto Brasileiro de Estudos e Pesquisas Sociais 2009-05-01
Series:Revista Eletrônica de Ciência Administrativa
Online Access:http://www.periodicosibepes.org.br/index.php/recadm/article/view/64
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author Roberto Bazanini
Sergio Farah
spellingShingle Roberto Bazanini
Sergio Farah
Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]
Revista Eletrônica de Ciência Administrativa
author_facet Roberto Bazanini
Sergio Farah
author_sort Roberto Bazanini
title Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]
title_short Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]
title_full Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]
title_fullStr Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]
title_full_unstemmed Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]
title_sort controvérsias, conveniências e críticas na implantação da tv digital no brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/recadm.20090801004]
publisher Instituto Brasileiro de Estudos e Pesquisas Sociais
series Revista Eletrônica de Ciência Administrativa
issn 1677-7387
publishDate 2009-05-01
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mso-font-signature:-1610611985 1107304683 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Arial","sans-serif"; mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-size:10.0pt; mso-ansi-font-size:10.0pt; mso-bidi-font-size:10.0pt;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} --> <!--[endif]--> <p class="MsoNormal" style="text-align: justify;"><strong><span>RESUMO</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><span>Controv&eacute;rsias, conveni&ecirc;ncias e cr&iacute;ticas constituem a ess&ecirc;ncia das discuss&otilde;es e disputas presentes nos atos humanos, se observados pela &oacute;tica da ci&ecirc;ncia social. Partindo-se do conceito da atividade do administrador como ci&ecirc;ncia social aplicada, o objetivo do trabalho est&aacute; em investigar as pol&ecirc;micas envolvidas nos estratagemas ret&oacute;ricos empregados pelos seis principais agentes envolvidos no processo de implanta&ccedil;&atilde;o da TV digital no Brasil e, concomitantemente, analisar e discutir os interesses de cada um desses agentes como <span>participativos da decis&atilde;o t&eacute;cnica/pol&iacute;tica da escolha do padr&atilde;o de TV digital. P</span>or interm&eacute;dio de pesquisa explorat&oacute;ria de natureza qualitativa, an&aacute;lise <em>p&oacute;s-factum</em>, com emprego da t&eacute;cnica de entrevista em profundidade embasada na metodologia proposta pela An&aacute;lise Ret&oacute;rica, buscou-se delinear na concep&ccedil;&atilde;o das estrat&eacute;gias decididas continuamente, as diferentes etapas do processo que culminaram na outorga do padr&atilde;o digital da TV brasileira em 02 de dezembro de 2007. </span><span>Os resultados da pesquisa apontam para a ado&ccedil;&atilde;o do padr&atilde;o japon&ecirc;s em perfeita conson&acirc;ncia com os interesses dos Radiodifusores e do Governo Federal, em detrimento dos interesses do Coletivo Intervozes, da Ind&uacute;stria de Telecoms e da Academia, sendo que, para a Ind&uacute;stria de Eletro-eletr&ocirc;nicos n&atilde;o houve interfer&ecirc;ncias significativas no seu modelo de neg&oacute;cio. Esse caso constitui um instrutivo exemplo do surgimento das controv&eacute;rsias, conveni&ecirc;ncias e cr&iacute;ticas no emprego das estrat&eacute;gias por parte dos executivos atuando como agentes ret&oacute;ricos na defesa dos interesses de suas respectivas organiza&ccedil;&otilde;es.</span></p> <p class="MsoNormal" style="text-align: justify;"><span>&nbsp;</span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span>Palavras-Chave</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><span>Estrat&eacute;gia, An&aacute;lise Ret&oacute;rica; TV Digital</span></p> <p class="MsoNormal" style="text-align: justify;"><span>&nbsp;</span></p> <p class="MsoNormal" style="text-align: justify;"><span>&nbsp;</span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">ABSTRACT</span></strong></p> <p class="MsoNormal" style="background: white none repeat scroll 0% 0%; text-align: justify; -moz-background-clip: border; -moz-background-origin: padding; -moz-background-inline-policy: continuous;"><span lang="EN-US">Controversies, conveniences and critiques constitute the essence of the quarrels and disputes gifts in the acts human, if observed for the optics of social science. Breaking itself of the concept of the activity of the administrator as social science applied, the objective of the work it is in investigating the involved controversies in the rhetorical stratagems used by the six 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 agents as participants of the decision technique/politics of the choice of the standard of digital TV. For intermediary of exploratory research of qualitative nature, analysis after-factum, with job of the technique of interview in depth based in the methodology proposal for the Rhetorical Analysis, searched to delineate continuously in the conception of the determined strategies, the different stages of the process that had culminated in the grant of the digital standard of the Brazilian TV in 02 of December of 2007. The results of the research show 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 Collective Intervozes, the Industry of Telecoms and the Academy, being that, for the Electro-electronic Industry it did not have significant interferences in its model of business. This in case that it constitutes an instructive example of the sprouting of the controversies, critical conveniences and in the job of the strategies on the part of the executives acting as rhetorical agents in the defense of the interests of its respective organizations. </span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">&nbsp;</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">Keywords</span></strong></p> <span style="font-size: 12pt; font-family: " lang="EN-US">Strategy; Rhetorical Criticism; Digital TV.</span>
url http://www.periodicosibepes.org.br/index.php/recadm/article/view/64
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spelling doaj-3db6a0fe1e3f498393f2f39b059ab9682020-11-24T22:25:53ZengInstituto Brasileiro de Estudos e Pesquisas SociaisRevista Eletrônica de Ciência Administrativa1677-73872009-05-0181445810.5329/64154Controvérsias, conveniências e críticas na implantação da TV digital no Brasil: as negociações e os estratagemas retóricos empregados pelos agentes fomentadores [doi: 10.5329/RECADM.20090801004]Roberto Bazanini0Sergio Farah1Universidade Paulista - UNIPUniversidade Paulista- UNIP<!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves /> <w:TrackFormatting /> <w:HyphenationZone>21</w:HyphenationZone> <w:PunctuationKerning /> <w:ValidateAgainstSchemas /> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF /> <w:LidThemeOther>PT-BR</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> 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mso-default-props:yes; font-size:10.0pt; mso-ansi-font-size:10.0pt; mso-bidi-font-size:10.0pt;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} --> <!--[endif]--> <p class="MsoNormal" style="text-align: justify;"><strong><span>RESUMO</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><span>Controv&eacute;rsias, conveni&ecirc;ncias e cr&iacute;ticas constituem a ess&ecirc;ncia das discuss&otilde;es e disputas presentes nos atos humanos, se observados pela &oacute;tica da ci&ecirc;ncia social. Partindo-se do conceito da atividade do administrador como ci&ecirc;ncia social aplicada, o objetivo do trabalho est&aacute; em investigar as pol&ecirc;micas envolvidas nos estratagemas ret&oacute;ricos empregados pelos seis principais agentes envolvidos no processo de implanta&ccedil;&atilde;o da TV digital no Brasil e, concomitantemente, analisar e discutir os interesses de cada um desses agentes como <span>participativos da decis&atilde;o t&eacute;cnica/pol&iacute;tica da escolha do padr&atilde;o de TV digital. P</span>or interm&eacute;dio de pesquisa explorat&oacute;ria de natureza qualitativa, an&aacute;lise <em>p&oacute;s-factum</em>, com emprego da t&eacute;cnica de entrevista em profundidade embasada na metodologia proposta pela An&aacute;lise Ret&oacute;rica, buscou-se delinear na concep&ccedil;&atilde;o das estrat&eacute;gias decididas continuamente, as diferentes etapas do processo que culminaram na outorga do padr&atilde;o digital da TV brasileira em 02 de dezembro de 2007. </span><span>Os resultados da pesquisa apontam para a ado&ccedil;&atilde;o do padr&atilde;o japon&ecirc;s em perfeita conson&acirc;ncia com os interesses dos Radiodifusores e do Governo Federal, em detrimento dos interesses do Coletivo Intervozes, da Ind&uacute;stria de Telecoms e da Academia, sendo que, para a Ind&uacute;stria de Eletro-eletr&ocirc;nicos n&atilde;o houve interfer&ecirc;ncias significativas no seu modelo de neg&oacute;cio. Esse caso constitui um instrutivo exemplo do surgimento das controv&eacute;rsias, conveni&ecirc;ncias e cr&iacute;ticas no emprego das estrat&eacute;gias por parte dos executivos atuando como agentes ret&oacute;ricos na defesa dos interesses de suas respectivas organiza&ccedil;&otilde;es.</span></p> <p class="MsoNormal" style="text-align: justify;"><span>&nbsp;</span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span>Palavras-Chave</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><span>Estrat&eacute;gia, An&aacute;lise Ret&oacute;rica; TV Digital</span></p> <p class="MsoNormal" style="text-align: justify;"><span>&nbsp;</span></p> <p class="MsoNormal" style="text-align: justify;"><span>&nbsp;</span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">ABSTRACT</span></strong></p> <p class="MsoNormal" style="background: white none repeat scroll 0% 0%; text-align: justify; -moz-background-clip: border; -moz-background-origin: padding; -moz-background-inline-policy: continuous;"><span lang="EN-US">Controversies, conveniences and critiques constitute the essence of the quarrels and disputes gifts in the acts human, if observed for the optics of social science. Breaking itself of the concept of the activity of the administrator as social science applied, the objective of the work it is in investigating the involved controversies in the rhetorical stratagems used by the six 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 agents as participants of the decision technique/politics of the choice of the standard of digital TV. For intermediary of exploratory research of qualitative nature, analysis after-factum, with job of the technique of interview in depth based in the methodology proposal for the Rhetorical Analysis, searched to delineate continuously in the conception of the determined strategies, the different stages of the process that had culminated in the grant of the digital standard of the Brazilian TV in 02 of December of 2007. The results of the research show 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 Collective Intervozes, the Industry of Telecoms and the Academy, being that, for the Electro-electronic Industry it did not have significant interferences in its model of business. This in case that it constitutes an instructive example of the sprouting of the controversies, critical conveniences and in the job of the strategies on the part of the executives acting as rhetorical agents in the defense of the interests of its respective organizations. </span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">&nbsp;</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">Keywords</span></strong></p> <span style="font-size: 12pt; font-family: " lang="EN-US">Strategy; Rhetorical Criticism; Digital TV.</span>http://www.periodicosibepes.org.br/index.php/recadm/article/view/64