Comunicação, recepção e consumo : as manifestações culturais e sua influência na formação das identidades. Um estudo sobre as telenovelas Duas Caras (brasileira) e A Outra (portuguesa)

• Autor(a) principal: Abrão, Maria Amélia Paiva
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/538
• topic: consumo; recepção; identidades; telenovela; merchandising; Duas Caras; A Outra; consumption; reception; identity; soap opera; product placement; Duas Caras; A Outra; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

Contemporary society, often called consumer society, is characterized by constant and permanent transformations, accelerated by technology´s advancement. The relationship among communication/reception/consumption/identity, characteristic of our era, manifests itself in society as a whole. It is in this context that this research is inserted, having as object of study the soap operas Duas Caras broadcasted by Rede Globo network (Brazil), and A Outra, broadcasted by TVI (Portugal), both broadcasted in prime time. The product placement and the modality of receptor (consumer) that can be inferred from these soap operas are going to be evaluated and confronted, using qualitative research, with subject receptors of different socioeconomic levels. We considered that the symbolic and material aspects of the product are intrinsically connected: every product has a significance that is socially attributed and a concrete side the object per se stante does not have a value while it is not utilized by society. This research aims to understand the process of construction of present significance in soap operas from the view point of the material/symbolic products conjunction.