#BoaNoiteJN: estratégias de aproximação e distanciamento com a audiência do Jornal Nacional no Instagram

Abstract

This research investigates the strategies adopted by Brazilian television news programs to build and maintain credibility and ties with their audience in the digital environment, focusing on the presence of Jornal Nacional on Instagram. The study is based on the premise that television journalism, historically guided by formality, objectivity and centrality in linear television, faces challenges and opportunities when inserting itself into social digital media. Faced with the fragmentation of news consumption and the interactive logic of social digital media, the research seeks to understand how Jornal Nacional balances its consolidated authority with the new demands of audience engagement. To support this analysis, the work is based on concepts such as remediation, convergence, interactivity and belonging, which are fundamental to understanding the transition from traditional to digital telejournalism. The dissertation is guided by credibility and attachment as core values of telejournalism. In this way, we seek to understand how these pillars are preserved or re-signified in the digital context, especially in the face of expectations for greater proximity and interaction with journalists. Methodologically, the research is based on content analysis, observing 60 Jornal Nacional posts on Instagram over a period of one week. The publications were analyzed based on categories previously defined for this work, such as the format of the posts, the selection of news, the personification of the journalists and digital characteristics. The intention was to identify patterns and strategies that show how the newscast positions itself in the media and how this positioning contributes to or hinders its transformation with the new communication dynamics. The results show that although Jornal Nacional has a presence on Instagram and uses audiovisual resources aligned with digital social media, there is a cautious transformation model, in which the attempt to modernize coexists with resistance to making language more flexible and exploring the real interactivity of social media. The broadcaster's stance suggests an effort to balance tradition and innovation, but without renouncing the formality that characterizes Rede Globo's telejournalism. There is a rigidity in exploring interactive formats, such as polls, direct calls to the public or experimentation with more dynamic content, which limits the active participation of the audience and reduces the perception of real dialogue with the program. In this way, this research contributes to the debate on the challenges of television journalism in the digital age, highlighting the tensions between credibility, attachment and the new demands for audience engagement. By exploring the limits and possibilities of this transition, the study reinforces the need for television news programs to adopt strategies that are more aligned with the specificities of digital media, without compromising the fundamental values that have sustained their credibility over the decades.