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

Revista

Articulo

Indicadores

Links relacionados

Compartir


Cadernos Pagu

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

Resumen

ALMEIDA, Heloisa Buarque de. Commercial melodrama: reflections on the feminization of telenovela. Cad. Pagu [online]. 2002, n.19, pp.171-194. ISSN 0104-8333.  http://dx.doi.org/10.1590/S0104-83332002000200008.

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