摘要：How can a TV station that is not the most watched be the most admired? This question motivated this study in order to observe how the process of identity construction from the SBT (Sistema Brasileiro de Televisão) station holds a unique relationship with its audience, which regards itself as a fan and calls itself “SBTista”. Through analysis of interviews with representatives of this phenomenon, there is a peculiar identification arising from not a character or celebrity, but around a TV station. The SBTistas identity appears as a habit acquired in childhood and can contribute to narrate the life story of individuals today who interact with other fans on the Internet, setting up a communal experience with their own practices. It is possible to notice that manifestations of affection are related to the memory of the viewer and of SBT, which invests in this “friendship” with different strategies. Keywords : SBT, memory, affection, identity.
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