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Abstract The objective of this paper was to understand how local TV news represents its audience. The corpus of the research consists of eight frames of “JA nos Bairros”, displayed in 2015 in the “Jornal do Almoço”, broadcasted on RBS TV Joinville. The theoretical basis is consisted on the contributions of Stuart Hall and Bhabha, about the concepts of identity, globalization and culture. The empirical analysis uses as a methodological basis the modes of address, guided by the analysis of operators: mediator, communicative context, agreement on the role of journalism and thematic organization. The analysis found that residents of Joinville neighborhoods are represented in five ways: passionate, victim and citizen. Downloads Download data is not yet available. Author Biographies Maiara Carvalho Batista, Universidade Federal do Paraná Jornalista e mestre em comunicação pela Universidade Federal do Paraná. Carla Candida Rizzotto, Universidade Federal do Paraná Doutora em Comunicação e Linguagens pela Universidade Tuiuti do Paraná e pós-doutoranda no PPGCom da Universidade Federal do Paraná, com bolsa Capes PNPD. References BARTH, Fredrik. Grupos Étnicos e suas fronteiras. In: POUTIGNAT, P. Teorias da etnicidade. Seguido de grupos étnicos e suas fronteiras de Fredrik Barth, Philippe Poutignat, Jocelyne Streiff-Fenard. São Paulo: UNESP, 1998.

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