Géneros e formatos televisivos da comunicação em saúde na televisão: O talk show Diga Doutor

Célia Belim; Sofia Lagido

doi:10.14198/MEDCOM.19870

Autores/as

Célia Belim Instituo Superior de Ciências Sociais e Políticas, Universidade de Lisboa, Portugal https://orcid.org/0000-0001-9927-8018
Sofia Lagido https://orcid.org/0000-0002-1333-8153

DOI:

https://doi.org/10.14198/MEDCOM.19870

Palabras clave:

Género, formato, talk show, Diga Doutor, comunicação em saúde, estudos televisivos

Resumen

O artigo foca-se na caracterização do talk show sobre saúde Diga Doutor, na sua qualidade de género e de formato televisivo. A moldura teórica são os estudos televisivos e o método é o qualitativo, que inclui a entrevista semiestruturada e em profundidade à editora de conteúdos e ao médico-apresentador do programa, a análise da retórica a 12 episódios da última temporada do programa e o focus group composto por seis idosos, para assim se explorar respetivamente três componentes da comunicação: o emissor, a mensagem e o recetor. Os resultados indicam, sob a perspetiva do emissor, o compromisso com uma solução heterogénea e rica e a adoção de um estilo similar ao da consulta clínica, que permite, televisivamente, atingir o “maior número de pessoas possível”, sem se ser “demasiado simplista”. A análise à mensagem revela a diversidade temática e a presença de argumentos ligados ao ethos, pathos e logos, da retórica de Aristóteles. Os recetores realçam os contributos cognitivos, afetivos e comportamentais do programa, mostrando a articulação entre a identidade do programa e o gosto do público. O formato do programa manifesta-se nas sub-rotinas, como: o foco no “interesse público” e em “assuntos importantes” sobre saúde, a estrutura composicional, o segmento de comunicação interpessoal entre médico e telespetador, a presença in loco de especialistas e pacientes que partilham os seus testemunhos relacionados com a doença e/ou com a sua superação, os critérios de seleção do médico convidado e do paciente, a presença do “lado humano”.

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