Linguagem memética e memória afetiva: análise das estratégias editoriais na divulgação do retorno das telenovelas antigas na plataforma de streaming Globoplay

• Autor(a) principal: Santos Neto, Valdemir Soares dos
• Data de Publicação: 2023
• Outros Autores: Bressan Júnior, Mario Abel
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Lumina
• Texto Completo: https://periodicos.ufjf.br/index.php/lumina/article/view/39761
• topic: Cultura da convergência; Memes; Memória; Globoplay; Telenovelas

Since its launch in 2015, Globoplay, Grupo Globo’s streaming service, has expanded its participation in the Brazilian audiovisual segment. Among the many strategies adopted by the platform, the use of old telenovelas from TV Globo is understood as part of its strategy. This study aims to analyze the communication strategies adopted on Instagram by Globoplay with the goal of publicizing or returning two old titles to the platform. We assume that, as an attempt to retain the attention of the young public for the consumption of old telenovelas, memes are used within the editorial strategies of the platform as a way of engagement. In this sense, we collected 2,577 posts on the official profile of the platform on Instagram and, based on the data processing techniques of the Content Analysis (BARDIN, 1977), 205 publications linked to the project of the old telenovelas were subcategorized. The study evidences the strength of memes and indicates the use of memetic language to “revitalize” these audiovisual contents and make them more engaging in the context of this participatory culture.