Around self-promotion: the Globalization Samba

Abstract

This article focuses on the study of one type of motion media: the character (self-) promotion, aiming, on one hand, to understand the phenomenon within the contingencies of the modern world and, on the other hand, to examine the rules and strategies that make and structure this type of production on television. As empirical object, the article elects to review a specific promotional format: a call made by Globo Television Network, entitled Samba Globalization, and conveyed in January 2008, before the carnival, on the commercial breaks. The intention is to draw the viewer’s attention to the station’s varied program schedule and take advantage of the opportunity to speak about itself.