Youth Media in Brazil: Social Networks and Blogs Highly Popular

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Rheinische-Friedrich-Wilhelms Universität Bonn | Institut für Sprach-, Medien- und Musikwissenschaft
Seminar WS 2011|12 – Youth Media – G3 Modul
Dozentin Prof. Dr. Caja Thimm
Studierende Vivian Martins Nogueira Napoles mithilfe Laurisa Alves

IMAGES: http://en.wikipedia.org/wiki/Brazil

Youth|Media in Brazil
Table of Contents

 A short look at the country

 Internet: a) worlds internet penetration, b) numbers of internet users and costs;
c) social networks (SN) and blogs in Brazil; d) SN and youth in Brazil; e) two
studies and E-Learning example

 Mobile Phone
 Youth and Smartphones

 Media investments
 Communications conglomerates

 Newspaper
 Radio frequencies
 Public and Privat Television (TV) Channels
 TV and Youth

A Short Look

Country Area: 8,514,877 km² (5,7% of the world)  Population (2011) BR: 203,429,773

Source: U.S. Census Bureau, International Data Base

Some facts about the country



The Federative Republic of Brazil is the fifth largest country in the world (5,7%) - after Russia 11,5%;
Canada 6,7%; USA 6,5%; China 6,4% -, the fifth most populous - after China, India, USA and
Indonesia - and the fourth country in Internet usage - after China, EUA and Japan (numbers in
accord with 2011).

 Forests cover 65% of its territory and includes the world's largest tropical rain forest in the Amazon
River basin. The Amazon River is the world's largest. Brazil is south of the equator and has mostly a
tropical climate. It is very large and makes up half of South America.

 Brazil was a colony of Portugal from the landing of Pedro Álvares Cabral in 1500 until 1815, when it
was elevated to the rank of kingdom and the United Kingdom of Portugal. Independence was
achieved in 1822 with the formation of the Empire of Brazil, a unitary state governed under a
constitutional monarchy and a parliamentary system. The country became a presidential republic in
1889.

 Brazil is today a federal republic consisting of twenty-six states, and one federal district (Brasilia, the
capital). Each state is technically autonomous, with a legislative body and an elected governor. Voting
is universal and compulsory for ages eighteen to seventy. The presidential term is four years.
Portuguese is the official language.

http://www.internetworldstats.com/sa/br.htm | http://www.nationsonline.org/oneworld/countries_by_area.htm| http://en.wikipedia.org/wiki/Brazil
http://carosamigos.terra.com.br/index2/index.php/component/content/article/159-edicao-177/2300-marcos-bagno-para-que-serve-a-internet-no-brasil

Internet

Brazil: 37.4% Internet (Mar| 2011)
26/10/2011 - http://www.internetworldstats.com/south.htm#br


http://brasilienaktuell.blogspot.com/ 2011_05_01_archive

http://www.ivox.com.br/portal/wp-content/uploads/2011/07/876_20110707032032.jpg

Worlds Internet Penetration



Internet Users|Costs


203,429,773 population BR (2011) = 75,982,000 Internet users (Mar/11) 37.4% penetration
- Brazil’s fixed and mobile broadband internet are the
world's most expensive, with costs above the practiced
in emerging countries and less developed economies,
reveals study of United Nations Conference on trade
and development, United Nations, published by
Internet Management Committee. The cost of mbps
mobile was at $ 51, while in Kenya is at $ 4 and in
Turkey, $ 3. For fixed broadband in Brazil, the cost of
the megabit was estimated at $ 61
- The search considers access 3 G modems via fixed
and mobile access. It can represent more than one
user, as in homes in which the whole family uses the
same fixed access. Doesn´t consider the access via
smartphone (reaching 3 million). Research conducted
with 3 thousand users of the mobile browser Opera
Mini in Brazil shows that 45% of those surveyed are
unique users of mobile internet, not having access to
fixed networks.

http://www.avellareduarte.com.br/projeto/conceituacao/conceituacao1/conceituacao14_int
ernetBrasil2011.htm#ixzz1h0TwCUKT

Social Networks (SN)|Blogs

- There are estimated to be about 5 million bloggers, placing
 Reach and Usage by Country / Apr 2010 (Home
& Work)
Brazil among the 3 most active countries in the world.
Social Networking / Blog Sites
- "Belong to a group is a central value in digital Brazil", says
Alexandre Barbosa, Executive Coordinator of the research ICT % Reach of Time per Person
Country Active Users (hh:mm:ss)
Households 2010, held by the Steering Committee of the
Internet (CGI). For Barbosa, this explains the fact that 82% of Brazil 86% 5:03:37
young people between 16 and 24 years who use the internet Italy 78% 6:28:41
going to sites like Facebook, Orkut, Twitter, YouTube or Spain 77% 5:11:44
LinkedIn, regardless of social class and educational Japan 75% 2:50:50
attainment. Among Brazilians between the ages of 25 and 34
years, the rate of use of social networks falls to 70%; above United States 74% 6:35:02
65 to 45%.
United Kingdom 74% 5:52:38
- The survey examined 23,107 households throughout the France 73% 4:10:27
Brazilian territory, confirming known inequality. In the Australia 72% 7:19:13
Northeast, the index of web users of all ages who are on social Germany 63% 4:13:05
networks is 75%, compared to 70% in the South and Midwest,
Switzerland 59% 3:43:58
68% in the North and 67% in the Southeast.
Source: The Nielsen Company

http://veja.abril.com.br/noticia/vida-digital/no-brasil-82-dos-jovens-conectados-estao-nas-redes-sociais

Youth|SN


 The world average age at which children enter on social networks is 12 years, actually
curious because Facebook, one of the websites cited in the survey, stipulates the
minimum age of 13 years for the creation of a profile.

 While in Brazil children begin to use these sites at about 9 years, in India it occurs in
an age next to 14 years, already as a teenager. Japanese kids are also less likely to visit
social networking sites – only 12% of the Japanese parents surveyed reported their kids
have an account with social networking sites, compared to 63% of parents in Brazil.

 9 out of 10 parents Brazilians claimed to be "friends" of their children on social
networks. The practice facilitates supervision of children on the internet: 38% of them
showed daily the kids profiles, the highest level of frequency between the seven
countries surveyed. Then is Australia (32%), USA (31%), United Kingdom (28%) and
France (24%). In the last positions among the "least concerned" with the daily
monitoring are India (17%) and Japan (9%).
Internet Safety for Kids & Families (Trend Micro)| Sept. 26, 2011

Youths Penetration in SN


203,429,773 population BR (2011) | 75,982,000 Internet users (Mar/11) 37.4% penetration

Average age of children who use social networks

Parents whose children use social networks

Sept. 26, 2011
Sept. 26, 2011
Internet Safety for Kids & Families (Trend Micro) http://trendmicro.mediaroom.com/index.php?s=43&type=current&news_item=913

SN|General Datas


 Facebook has notified 35,158,740 users on Dec 31/2011 in Brazil. That means 17.3%
penetration at the country Internet users.
 Facebook is slowing gaining users around the world (almost 700 millions) establishing
its leadership in 119 out of 134 countries. Europe has now became the largest continent
on Facebook with 205 million users (Facebook Ads Platform). Probably Netherlands and
Brazil will be the next countries to surrender.
 Orkut phenomenon (also in India) – Communities; Profile design; Google; Publicity.

http://www.google.de/search?q=world+map+of+social+networks

Two Studies

 TIC CRIANÇAS 2010 | ICT KIDS 2010

Kids age 5-9 (Internet and Mobile phone)
cgi.br – Brazilian Internet Steering Committee
www.cgi.br

 Sondagem Njovem Redes Sociais
Teens age 15-24 (Internet)
Editora Abril
http://issuu.com/njovem/docs/sondagemredessociais#print

e-Learning

 Telecurso 2000

http://www.youtube.com/watch?v=epe_Q2z0FkM (Music)
http://www.youtube.com/watch?v=G00BaaIt_nQ&feature=related (English)

Telecurso Básico: http://www.youtube.com/watch?v=qdAAFud8VNI (Administration and
structure of soccer)

 eLearning? (in english)
http://www.youtube.com/watch?v=RXeV-MhIocM&feature=related
http://www.youtube.com/watch?v=fgT6ehRK05k

 TV Rede Globo Monday-Friday 05h10 – 05h40
3 level from Telecurso (about 10 min each)
http://redeglobo.globo.com/programacao.html

Mobile Phone|Costs

 202,944,033 Mobile Phone subscribers as of Dec/10 =
 # Activation
99.8% penetration 26/10/2011 - http://www.internetworldstats.com/south.htm#br
 Brazil closes with record of mobile phones activation in Year Acitvation growth (%)
2011. Twenty-six units of the Federation have more than 2000 8.155.473 54,25%
one service access per inhabitant. 2001 5.557.598 23,97%
 The Brazilian continues paying for one of the most 2002 6.135.195 21,34%
expensive mobile phone services on the world. The alert
is the International Telecommunications Union (ITU) 2003 11.492.302 32,95%
which pointed out that, while the world saw an average 2004 19.232.311 41,47%
reduction of 22% in the cost of mobile phone in the past 2005 20.604.759 31,41%
two years, in Brazil this fall was only a third of the value,
2006 13.708.285 15,90%
about 7%.
 In 2009, a Brazilian spent an average of 5.66% of the 2007 21.061.482 21,08%
average income of a citizen to use the mobile phone 2008 29.661.300 24,52%
service. The rate is more than five times that carriers 2009 23.317.965 15,48%
charge in Europe and only 40 countries out of a total of
2010 28.984.665 16,66%
161 economies analyzed has mobile phone more expensive
than Brazil, almost all the world's poorest economies. In 2011 39.287.470 19,36%
Myanmar, for example, the cost of mobile reaches 70% of
the average income of a citizen. Fonte: ANATEL/ABTDA/TELECO
http://blogs.estadao.com.br/link/custo-da-telefonia-movel-continua-alto-no-brasil/

Youth|Smartphones


 Globally, about 17% of parents have purchased a smartphone (as opposed to a standard
mobile phone) for their kids. The average age of a child receiving a smartphone was 13
years old. The average age of children when they started using smartphones was 12
years for the Brazilians. The highest was the age of Japanese children (18 years).

 For research, were interviewed 1,419 parents resident in Brazil, Australia, France, India,
Japan, United Kingdom and United States.

 Despite the low adoption in all countries in the survey, the largest index of parents who
bought smartphones for the children was of Brazil (27%), followed by United Kingdom
(21%) and USA (19%) (lowest in Japan at 5%).

 In addition, nine in ten parents in Brazil claimed to have driven the child about safe and
responsible use of the smartphone.

Internet Safety for Kids & Families (Trend Micro)| Sept. 26, 2011

Media Investments in the Country

MEDIA 2011 1st semester

Descriptive: Source-2011-Monitor Evolution-
38 markets (Tv) Media = Tv 9, magazine,
newspaper, radio, Outdoor, Tv, Cinema,
Internet Subscription and street furniture-
used: June/11 ME11069MEIOS. 2010-Monitor
Evolution-37 markets (Tv)-media: Tv,
magazine, newspaper, radio, Outdoor,
Subscription Tv, Cinema and Internet.
Database used: ME10061T37NET June/10.
Data in $ (000). Basic values in the table of
prices of vehicles. * Entered in coverage in
Sep/10 with retroactive to jan/2010 data.
Information pertaining to the period: January
1, 2011 to June 30, 2011 publication date: July
22, 2011 update period: 1 SEMESTER

Communication Comglomerates

9,477 is the number of communication vehicles in Brazil

Vehicles of the five Largest TV Networks and their Affiliated Groups in Brazil:

Canal
Rede TV FM OC OM OT TVC MMDS DTH TVA Jornal Revista Radcom Total
TVA

Globo 105 76 11 52 4 9 2 1 2 17 33 27 1 340

SBT 58 70 1 39 2 1 10 1 12 1 195

Band 39 48 5 44 3 13 1 2 11 166

Record 46 51 2 31 3 9 142

EBC 18 32 10 27 7 1 95

http://donosdamidia.com.br/inicial

copyleft Project Media Owners

Newspaper

Reading Online Newspapers:  203,429,773 population BR (2011)

Jan/05 Jan/06 Jan/07 Jan/08 Jan/09 Jan/10 Jan/11 Age of Newspaper Readers (2010):

% penetration in the
Age % readers
readers group
Uniqu
4.238 5.274 6.941 10.343 12.782 15.633 18.421
e visits
10-14 5 25

The numbers correspond to unique visits per month in thousands (000) 15-24 23 45
Fonte: IBOPE Nielsen On Line

25-34 20 51
Newspaper Mobile Signatures:
35-44 21 50
Year #Subscribers
2010 202.900 45-54 15 48
2009 173.859
55-64 8 44
2008 150.641
2007 120.980 65 e + 8 42
2006 99.918
http://www.anj.org.br/a-industria-jornalistica/jornais-no-brasil/idade-dos-leitores
2005 86.210 Fonte: IPOS - Estudo Marplan/EGM 2010 - 9 cities surveyed

Fonte: ANATEL/ABTDA/TELECO

Radio Frequencies


 At the international level, the administration and coordination of radio frequencies are
within the competence of the International Telecommunication Union (ITU), the oldest
international governmental organization. Was established in 1865 and is the largest
global organization of telecommunications. Since 1947, the UIT is a specialized agency
of the United Nations (UN).

 Because they are limited and shared by all Nations, radio frequencies require a centralized
and rigorous administration. This works not only in each country. There is a world body,
which runs the international coordination of radio frequencies, as regards the distribution
and use, allowing the orderly and peaceful use by users.

 Until 2007, the ITU was composed of 189 States and more than 600 entities with interests
in the telecommunications sector, since operators to manufacturers, as members of the
sectors. The ITU's official languages are Arabic, Chinese, Spanish, French, English and
Russian.
http://www.mc.gov.br/radiodifusao

Radio Frequencies


 In Brazil, the national coordination and administration is, since the end of 1997, in chareg of
the National Telecommunications Agency (Anatel), the regulatory agency which replaced the
Ministry of Communications in international forums and which also manages the operation of
services of telecommunications in the country. Anatel develops, administers and maintains the
Basic Plans of distribution Channels (radio frequencies) as provided for in the General Law
on Telecommunications (LGT), 9,472 Law of July 17, 1997.

 However, broadcasting services remained under the administration of the Executive,
represented by the Ministry of communications and under the auspices of the Brazilian
Telecommunications Code (CBT).

 The grants for the provision of broadcasting services in commercial character is
conferred – whatever type TV, MW (medium wave), OT (tropical waves), OC
(shortwave) – and FM (frequency modulated), educational (TV, FM and OM) or
community, in which case the station's coverage area must meet, only the particular
community of a neighborhood and/or village.

 The awarding is conferred by a period of 15 (fifteen) years in the case of TV and 10
(ten) years, if broadcasting – radio. These time limits may be extended for equal
periods, as often as of interest of entities granted since that met certain legal
determinations.
http://www.mc.gov.br/radiodifusao

Public TV Channels in Brazil:
Channel Polarization Frequency Channel

Number

1 H 1430 Globo (Nacional)  In Brazil there are more than 30 million
2 V 1415 SBT (Nacional)
satellite dishes. Currently are 31
3 H 1400 TV Brasil

4 H 1380 TV Escola
channels available on the Athena dish,
5 V 1370 RedeTV! (Nacional) with a wide variety of channels, since
6 H 1360 Terra Viva
education popular, a cost-effective option
7

8
H

H
1340

1320
Band (Nacional)

E-Paraná
for those who can't afford to pay the high
9 H 1300 Polishop TV
fees of subscription Tv.
10 V 1295 Record (Nacional)

11 H 1280 Canal do Boi

12 H 1260 Rede Vida  Today, the price of a satellite dish varies
13 H 1240 Rede 21 + TV Igreja Mundial between $ 250 and $ 300 being „Century”
14 H 1220 Via Embratel
and “Cromus” the most popular brands.
15 H 1140 MTV Brasil

16 V 1140 RIT

17 H 1120 TV Aparecida

18 V 1120 NBR
Brazilian households (%) with radio and TV:
19 H 1100 Novo Canal

20 V 1084 Canção Nova
% 2007 2008 2009 2010
21 H 1060 TV Câmara

22 V 1060 Futura
Radio 88,1 88,9 87,9 81,4%
23 H 1040 Rede Gazeta

24 V 1040 Shoptime
TV 94,5 95,1 95,7 95,0%
25 H 1020 TV Senado

26 V 1020 TV Cultura

27 H 1000 TV Século 21
Households 55.770 57.557 58.557 57.324
28 V 1000 Record News

29 H 980 Canal Rural

30 V 980 TV Esporte Interativo
Fonte: ANATEL/ABTDA/TELECO
31 V 960 Agro Canal

http://www.redecol.com.br/2009/06/canais-de-televisao-disponiveis-na.html

Youth|Television


 Daily 86% of Brazilian children (from 1 to 10 years) consume, on average, 3.7 hours of
his free time watching some television program. Waiver of “Sophia Mind”, research
firm and market intelligence from the “Group Bolsa de Mulher”, interviewed 1,164
mothers with children from 1 to 10 years (most are married and between 26 to 40 years
old), during the month of February (2011), to seek to understand the habit of children in
relation to children's television programming.

 A decisive factor when choosing a channel is advertising. Mothers give preference to
channels with less propaganda and 24% responded that the ads that pass during
children's programmes negatively influence children. The toys are singled out by 90% of
mothers as the products that children ask for parents to buy when they see ads on TV,
followed by electronic games (77%) and cookies and yoghurts (51%).

 When asked how TV consumption occurs by its children, most mothers (51%) answered
that there are programs that children assist ever. The survey showed that 21% of
children have autonomy in the definition of programming that will assist and connect
the TV when they want to. Other 22% responded that their children ask to watch some
specific program.
http://www.sophiamind.com/pesquisas/criancas-passam-37-horas-por-dia-assistindo-televisao/

Youth|Television

 Favourite Programmes: the Discovery Kids is

quoted in the survey as the preferred channel
for 57% of children. In the second block of child
preference appears the Disney Channel, Cartoon
Network, Globo and SBT. Then comes TV
Culture (“Ra Tim Bum” Program), Nickelodeon,
Disney HD and TV Record.

 The justification for the choice of channels are
that they have more interesting programs
(41%), with better content (39%) and more
intelligent (35%).

 Preferred designs and programs for children are:
Cocoricó, Ra Tim Bum Castle, Home of Mickey
Mouse, Angelina Ballerina, Backyardigans, Ben
10, Scooby Doo and Pica Pau.

www.raphaelmaximus.wordpress.com

Youth|Audiovisual


 The survey questioned if there is any program that they prohibit their children to
watch and 46% answered those containing scenes of sex and violence, as reality shows
and soap operas. Still, 19% of them stated that children are not prohibited to watch
any program on television.

 The DVDs appear as the most-watched by children, cited by 59% of mothers.
According to them, the DVD calms and helps children to sleep.

 The cable TV comes in second, cited by 51% of mothers, followed by open TV with
44%.

 The game also appears in focus and 27% of the mothers said that children play every
week, however, they realize that the children got much agitated.

 And about the Internet, they believe that has the power to interact with other children.

Youth|Television


 Castelo Rá Tim Bum (TV Cultura, TV Brasil)
http://www.youtube.com/watch?v=ZadfXlInw10 (2011)

 Turma da Monica: http://www.youtube.com/watch?v=NkDkOMjtm2k (Pscina)
http://www.youtube.com/watch?v=7teg-jhzhwU&feature=relmfu (O corpo fala)
http://www.youtube.com/watch?v=yhKu3Opq93Y&feature=related (Cebolinha)

 Turma da Xuxa: http://www.youtube.com/watch?v=jdjstM0xj6A (since 1986)
http://www.youtube.com/watch?v=XqIAlegUW5s
http://www.youtube.com/watch?v=fQr8YlVCQzU&feature=related (Paquitas + Criancas 1990)

 Rede Globo (Programs|Time)
http://redeglobo.globo.com/programacao.html
http://www.youtube.com/watch?v=rM1P9a0rohs&feature=related (TV Globinho: 10h40-12h)

 SBT (Bom dia e Companhia) ttp://www.sbt.com.br/clubinhosbt/bomdiaecia/
(Carrossel Animado) http://www.sbt.com.br/clubinhosbt/carrosselanimado/
http://www.youtube.com/watch?v=QETkz85lImY
http://www.youtube.com/watch?v=3zJhZ5BuQlo&feature=related (Dança do macaco brincalhao)

Thank You very much


Rheinische-Friedrich-Wilhelms-Universität Bonn | Institut für Sprach-, Medien- und Musikwissenschaft
Seminar WS 2011|12 – Youth Media – G3 Modul
Dozentin Prof. Dr. Caja Thimm
Studierende Vivian Martins Nogueira Napoles mithilfe Laurisa Alves

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