摘要：The present work analyzes how the gaucho identity is represented on RBSTV, as seen on the special program Bah! Um programa muito gaúcho , aired on September 20th of 2013. From Johnson’s (2006) methodological protocol, it’s aimed to relate how the traditional and contemporary elements are made present in the program. As the main conclusion, it’s noted that this mixture acts as part of the maintenance of the hegemonic gaucho identity, but updated with new elements. Keywords: identity, regional television, cultural studies, representation, gauchidade.
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