Soap opera culture: circulation practices, appropriation and media consumption in brazilian digital social media

Abstract

This paper assumes that in Brazil the soap opera is a cross-cultural product that constitutes an important part of the social stage. This fact implies that the melodramatic tales that populate the everyday experience of Brazilians are a constituent part of their worldview. It also assumes that the routine of viewing and commenting on the arguments and narratives of soap operas are social practices that are undergoing significant changes due to the insertion of on-line social media as a place of consumption, exchange, circulation, production and appropiation of the contents of the soap opera. In this context, this paper proposes a closer look at how these consumption and circulation social practices are expressed in on-line social media.

Keywords

• telenovela
• cultura
• convergencia
• consumo mediático
• redes sociales digitales