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Master's Dissertation
DOI
https://doi.org/10.11606/D.12.2022.tde-01022023-182653
Document
Author
Full name
Jaime Macedo de Brito Bastos
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2022
Supervisor
Committee
Meloni, Luís Eduardo Negrão (President)
Lima, Rafael Coutinho Costa
Novaes, Lucas Martins
Pereda, Paula Carvalho
Title in Portuguese
Televisão, impressionable years e mercado de trabalho: evidência para o Brasil
Keywords in Portuguese
Impressionable years
Mercado de trabalho
Mídia
Novelas
Abstract in Portuguese
A televisão é o meio de comunicação mais popular do Brasil e moldou crenças, comportamentos e valores da sociedade brasileira ao longo das décadas. Em especial, indivíduos entre o fim da juventude e início da vida adulta, os chamamos impressionable years, têm suas posições políticas, sociais e econômicas particularmente afetadas por choques sociais e econômicos vividos nessa fase da vida. Combino dados do mercado de trabalho e da expansão do sinal da Rede Globo, principal emissora do país, para investigar se a chegada do sinal da TV e consequente exposição ao conteúdo transmitido afetou decisões laborais dos jovens brasileiros. Encontro efeitos positivos e significativos para indivíduos que possuíam entre 16 e 25 anos no momento da chegada do sinal. Em especial, o resultado para as mulheres é o dobro que para os homens. As mulheres jovens apresentam um aumento de 1.17 pontos percentuais na probabilidade de trabalhar, o que representa um aumento de 3.2\% em relação à média. Corroborando nossa hipótese que as mulheres eram o público alvo da maior parte da programação e se inspiravam em personagens televisivas. Mostro também que o efeito é maior para mulheres mais escolarizadas, que moram em regiões onde a Globo chegou entre 1986-1990 e com no máximo um filho, indo ao encontro de achados anteriores da literatura.
Title in English
Television, impressionable years and labor market: evidence from Brazil
Keywords in English
Impressionable years
Labor market
Media
Soap operas
Abstract in English
Television is Brazil's most popular means of communication and has shaped Brazilian society's beliefs, behaviors, and values over the decades. In particular, individuals between late youth and early adulthood, the 'impressionable years', have their political, social and economic positions particularly affected by social and economic shocks experienced at this stage of life. I combine data from the labor market and the expansion of the signal from Rede Globo, the country's leading broadcaster, to investigate whether the arrival of the TV signal and consequent exposure to broadcast content affected young Brazilians' work decisions. I find positive and significant effects for individuals who were between 16 and 25 years old when the signal arrived. In particular, the result for women is twice that for men. Young women show an increase of 1.17 percentage points in the probability of working, representing an increase of 3.2% over the average. Corroborating our hypothesis that women were the target audience for most programming and were inspired by television characters. I also show that the effect is more significant for more educated women, who live in regions where Globo arrived between 1986-1990 and with at most one child, in line with previous findings in the literature.
 
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Publishing Date
2023-02-03
 
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