TELENOVELA AMBIVALENTE: a oscilação entre a dureza da hegemonia e os “mal ajustes” da decodiÞ cação

Abstract

Considered the greatest product of the Brazilian Cultural Industry the soap opera is a fundamental mechanism to understanding the relationship between the market logic of the mass media and cultural and popular practices. Undeniable reinforcements of hegemonic thought pass through the soap opera, but something more transits there, a way of reading and popular appropriation that uses it as a vehicle for new symbolic practices and attribution of meaning that permeate the relations of power always intended - between dominators and dominated.

Keywords

• soap opera
• hegemony
• encoding
• decoding