Resumo

OROZCO GOMEZ, Guillermo. La telenovela en México: ¿de una expresión cultural a un simple producto para la mercadotecnia?. Comun. soc [online]. 2006, n.6, pp.11-35. ISSN 0188-252X.

It is argued in this essay that fictional drama in the Tv screen is becoming more and more a simple commodity. If five decades ago, one of the key marks of Mexican Tv drama was its strong cultural identity, and in fact the audience’s self recognition in their plots made them so attractive and unique as media products, today telenovelas are central part of mayor merchandizing media campaigns, where ratings -audience´s consumption-, not audience´s cultural identification, is the most important criterion for its industrial production. By exemplifying with “Rebelde”, a successful telenovela produced in Mexico, the discussion in this paper emphasizes the formal, aesthetic, narrative and industrial changes.

Palavras-chave : fiction; television; audience; telenovelas; market society.

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