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Advisor(s)
Abstract(s)
A telenovela é o formato produzido para televisão que narra histórias fictícias e
possui um alto teor de melodrama. O formato televisivo surge nos anos 50 e chega a
Portugal nos anos 70 na sua versão brasileira. Desde então, conquistou o público português
com a sua forma de abordar e representar temas quotidianos, com os quais o público se
identifica. Em 1982 é produzida a primeira telenovela portuguesa, à luz das influências
brasileiras e mexicanas, constituindo-se, até hoje, como um produto destinado
essencialmente a um público familiar, heterogéneo e diversificado, embora haja evidência
empírica de que é mais visto por mulheres. Ao longo dos anos, a complexidade das
narrativas foi elevando a telenovela a um potencial instrumento de intervenção social
através dos temas sociais abordados, acrescentando valor ao formato.
O preconceito social e de âmbito académico inerente ao formato tornam interessante
compreender de que forma estes produtos evoluíram e se atualizaram ao longo do tempo, a
fim de responder às necessidades do público e das estações. Através da análise das 103
telenovelas estreadas entre 1982 e 2017, a presente investigação visa compreender as
estratégias de produção e programação da telenovela portuguesa, em 35 anos, que
conduziram o formato à liderança de audiências nos canais generalistas de sinal aberto
(RTP1, SIC e TVI).
The telenovela is the television format which tells fictitious stories and contains a high level of melodrama. The television format appears in the 50s and reaches Portugal in the 70s in the Brazilian version. Since then it has conquered the Portuguese audience through its unique way of approaching and representing daily themes with which the audience identifies itself with. The first Portuguese telenovela was produced in 1982, influenced by the Brazilian and Mexican telenovelas and until today it has remained a product essentially directed to a family, heterogeneous and diversified audience, although there is empirical evidence that it is mostly viewed by women. Throughout the years, the complexity of the stories has somehow turned the telenovela into a potential instrument of social intervention through the social themes approached, thereby adding value to the format. The social and academic prejudice inherent to the format make it interesting to understand how these products have evolved and been updated in the course of time in order to meet both the audience and the broadcasters needs. Through the analysis of the 103 Portuguese telenovelas that came to light between 1982 and 2017, this investigation envisages to understand the production and programming strategies of the Portuguese telenovelas over a period of 35 years, which have led such a format to be an audience leader in the open signal generalist channels (RTP1, SIC e TVI).
The telenovela is the television format which tells fictitious stories and contains a high level of melodrama. The television format appears in the 50s and reaches Portugal in the 70s in the Brazilian version. Since then it has conquered the Portuguese audience through its unique way of approaching and representing daily themes with which the audience identifies itself with. The first Portuguese telenovela was produced in 1982, influenced by the Brazilian and Mexican telenovelas and until today it has remained a product essentially directed to a family, heterogeneous and diversified audience, although there is empirical evidence that it is mostly viewed by women. Throughout the years, the complexity of the stories has somehow turned the telenovela into a potential instrument of social intervention through the social themes approached, thereby adding value to the format. The social and academic prejudice inherent to the format make it interesting to understand how these products have evolved and been updated in the course of time in order to meet both the audience and the broadcasters needs. Through the analysis of the 103 Portuguese telenovelas that came to light between 1982 and 2017, this investigation envisages to understand the production and programming strategies of the Portuguese telenovelas over a period of 35 years, which have led such a format to be an audience leader in the open signal generalist channels (RTP1, SIC e TVI).
Description
Keywords
Televisão Ficção Telenovelas Estratégias de produção Estratégias de programação Television Fiction Production strategies Programming strategies