Relationship building with viewers through television continuity

Abstract

This paper aims to evaluate to what extent generalinterest television channels in Spain adopt coherent, sound, and appealing communication strategies when building a relationship with their viewers through their continuity. To do so, a verbal discourse analysis of television continuity pieces in La1, Antena3, Telecinco and TV3 is undertaken. The analysis of the textual enunciation marks in these pieces shows that, despite their specificities (in relation to the closeness to viewers, the degree of directivity or the links with certain national identities), discourses in television continuity need more coherence and distinctiveness, especially in a context characterized by a loss of social prominence of generalinterest television channels.