Resumo

VARGAS BARRAZA, Juan Antonio  e  CRUZ ALATORRE, Jonathan Cuitláhuac de la. Desafíos de las telenovelas mexicanas en la era digital y su importancia en la industria cultural nacional. Revista Col. San Luis [online]. 2020, vol.10, n.21, 00035.  Epub 14-Mar-2022. ISSN 2007-8846.  https://doi.org/10.21696/rcsl102120201178.

Soap operas have represented Mexico internationally thanks to their international success. This changed with the advent of the Internet, which offers other content to consumers. The objective of this work is to describe the evolution of Mexican soap operas and their importance for the country, analyzing the reasons for their decline. The work starts from a documentary research that is supported by bibliographic sources and academic articles. As a result, the use of worn-out formulas is found as a possible cause of its decline. The main limitation was the little information on the subject, restricted by corporations. The originality lies in rescuing the importance of telenovelas as a cultural product, and generating a positive perception of the country of origin in other markets. The main findings are that, even in decline, Mexican soap operas are still in demand, and it is possible to learn from the good practices of their competitors to reposition them.

Palavras-chave : cultural industries; soap operas; global markets; country image; information technology.

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