THE DISCURSIVE CONSTRUCTION OF TRADITIONAL BELONGING AND SOCIAL CHANGE IN TV LOCAL BROADCASTING
THE DISCURSIVE CONSTRUCTION OF TRADITIONAL BELONGING AND SOCIAL CHANGE IN TV LOCAL BROADCASTING

Summary/Abstract: In the contemporary global societies, mass media are set on the intersection of several social changes that require persons to acknowledge their “cultural identities” as positioned across boundaries: persons can discover that meanings they live by come from the innumerable “Others”, through which their “glocal self” is shaped (Brinkmann 2011). The cultural individuation process in the flow of socioeconomic-cultural changes weaves together the bonds of local tradition and the opportunities of the global openness and reflects the links between sense potentialities and communicative practices (Lucariello et al. 2004). In particular, local television channels can activate contracts of communication (Mininni, Ghiglione, 1995) based on a special identification clause among enunciating sense subjectivities, swinging between old traditions and new perspectives. The main object of our study is to investigate the peculiarities of Apulia local broadcasting as a favorite way to construct, transmit and renew several kinds of local culture. By the means of discursive strategies, local broadcasting organizes and puts into play its “credibility” (Gili, 2005) to identify beliefs and values underlying the various forms of communitarian life (Mininni, 2007).We selected some TV local programs dealing with information, entertainment and advertising. We explored the registered TV texts through Diatextual Analysis (Mininni, 2005). The comparison among these results emphasize pathways based on “crossbreeding” as well as on “polarization” of reality and identity construction strategies acted by TV programs. These contemporary tendencies take several functions: to intensify the national broadcasting formats, to encourage the dissemination of local cultures, to enhance the audience’s loyalty.

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