By EDuardo Betinardi
Like it or not, no one can deny that the Big Brother Brasil (BBB) is a true phenomenon, reaching high levels of audience and guiding discussions in the country for more than two decades. While some treat BBB as empty and superficial entertainment, others find the program a way to better understand the universe in which we live. I say here, without fear of making mistakes, that the attraction of Rede Globo is indispensable for professionals who work in the area of communication. A free intensive on speech assertiveness, narrative power and speech reception.
Throughout my almost twenty-year career, my biggest challenge has always been to make myself understood, within my most varied projects, in the most effective way possible by my target audience. More than knowing the message I want to convey, I need to understand how my words, gestures and postures will be interpreted by my speech recipients. This is where we usually fail when we want to communicate something. This is also where Big Brother Brasil stands out.
Traditionally, the program brings together diverse people, with different origins, ages, histories, beliefs and values. When we stop to observe the coexistence of these people, with a diverse repertoire, in a restricted environment, we have the opportunity to observe the multiple ways in which communication unfolds. In Big Brother it is possible to analyze how words are interpreted by the confined participants, as well as by the public who carefully watches the program.
I have seen, for example, very important social agendas being destroyed inside and outside the house because of speech errors and, mainly, due to the lack of concern for the recipients. Just as the participants have varied profiles, serving as a social profile of Brazil, Big Brother Brasil is watched by millions of viewers in all corners of the country. This diversity offers a unique opportunity for us, communicators, to understand how the messages passed on by people inside the house are received and interpreted by the external audience, which has different perspectives.
Another very important factor of the BBB is the importance of feedback immediate communication. In a considerably connected society that, like never before, consumes the most varied information tools, events within the program are followed in real time, generating immediate repercussions on social media and, obviously, heated debates.
When we analyze this interaction between the participants and the public, even if inside the house the feedback Don’t be so direct, we learned a lot about the need to adapt our messages according to the target audience’s reactions and opinions. Another valuable lesson for communication professionals.
Logically, we cannot talk about Big Brother Brasil without addressing the importance of empathy and respect for diversity. Here, once again, I hit the key to understand the speech receptor. By bringing together participants from different backgrounds and world views, the program reminds us that effective communication requires a constant effort to understand and respect individual differences. After all, my agenda may not be relevant to you. To make matters worse, the way I try to sell her can even make your hatred for her increase. It is essential that communications professionals learn how to adjust their messages and approaches according to the audience that will receive them, taking into account their needs, interests and values.
The most famous reality show in Brazil challenges us to understand, in a very direct way, who we are talking to. Observing the communicative dynamics within the program and the impact they have on the external audience offers a unique learning opportunity. And look, these are free classes!
Big Brother reminds us that effective communication goes beyond transmitting information, requiring a deep understanding of society and, above all, the target audience of our message. This study is extremely useful for work in all areas of communication, contributing to the development of much more assertive and inclusive narratives.
*Eduardo Betinardi journalist, general director of P+G Comunicao Integrada and researcher of behavior in digital environments.
*Cover photo: Joo Cotta/Globo
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