SciELO - Scientific Electronic Library Online

 número19The priestesses of the sun: sacred and profane images of the feminine in sixteenth's century Spanish chroniclesExoticism and authenticity: tales of travelers in search of sex índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados




Links relacionados


Cadernos Pagu

versión impresa ISSN 0104-8333versión On-line ISSN 1809-4449


ALMEIDA, Heloisa Buarque de. Commercial melodrama: reflections on the feminization of telenovela. Cad. Pagu [online]. 2002, n.19, pp.171-194. ISSN 0104-8333.

This article intends to discuss the associations between soap-opera and female audiences, disclosing the commercial interests that lie behind this symbolic construction. This association - that has historical and cultural origins - leads to useful aspects for networks like Rede Globo, for it relies on another strong symbolic association in the realms of marketing and advertising, that which considers consumption a feminine practice. Soap-opera and consumption are both deeply connected to the domestic space and the family, and these connections are reinforced by advertising and the cultural industry.

Palabras clave : Soap-Opera; Gender; Consumption; Advertising.

        · resumen en Portugués     · texto en Portugués     · Portugués ( pdf )


Creative Commons License Todo el contenido de esta revista, excepto dónde está identificado, está bajo una Licencia Creative Commons