“Veliki brat vas gleda”/“Vi gledate Velikog brata”. Fenomen (nad)gledanja i imperativ gledanosti u rijaliti programu
DOI:
https://doi.org/10.21301/eap.v12i1.1Ključne reči:
Veliki brat, rijaliti progam, popularna kultura, panoptikon/sinoptikon, TV gledanost, komercijalizacija, nadziranjeApstrakt
Rijaliti šou "Veliki brat" predstavlja metaforu transformacije savremenih medija u pravcu njihove komercijalizacije i primata koji se daje zabavi u odnosu na klasične informativne i obrazovne sadržaje, što se u Srbiji dešava u kontekstu post-socijalističke transformacije. Hiperkomercijalni karakter VB je proizvod delovanja nove rukovodeće ideje u medijskoj sferi, a to je da se njihova uspešnost meri isključivo prema kriterijumu gledanosti. U svim verzijama Velikog brata ("obični" i VIP), okosnicu rijaliti programa čine dva elementa: fenomen nadzora i princip komercijalnosti programa. U ovom radu želele smo da te dve teme – nadzor i komercijalizaciju – povežemo kroz koncepte “panoptikona”/“sinoptikona“ i “gledanosti”, pokazujući u analizi da novoustoličeni kriterijum “gledanosti” direktno zavisi od situacije u kojoj se nalaze gledaoci ovog rijaliti formata, situacije u kojoj “njih mnogo gleda i odlučuje o sudbini njih malo”. Analiziraćemo načine na koji se nastoji uticati na gledanost u samoj proizvodnji rijalitija, kroz intervencije i usmeravanje radnje koje vrši produkcijski tim, ali i recepciju rijalitija na specijalizovanim forumima. U ovom drugom slučaju, sprovedena je netografija recepcije VIP VB 2013, uzimajući u obzir diskusije na forumu i praćenje video snimaka na jutjubu. Na osnovu toga izdvojile smo najgledanije momente u rijalitiju, i sagledale razloge zbog kojih su pojedini događaji i/ili njihovi akteri zavredeli posebnu pažnju među gledaocima, povećavajući gledanost rijalitija, ali i multiplicirajući komercijalni efekat kroz učešće gledalaca na različitim medijskim platformama (sajtovi, forumi, internet glasanje i sl.).
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