Essays & Theses

PANORAMA GERAL DAS TEORIAS DE MASSA E BREVE ANÁLISE DA TELENOVELA “AVENIDA BRASIL”

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Este artigo pretende apresentar um panorama geral dos diferentes e, por vezes, excludentes posicionamentos teóricos a respeito dos conceitos de indústria cultural, cultura de massa, mass media, televisão e teledramaturgia no contexto brasileiro. Em seguida, desenvolveremos uma breve análise da telenovela “Avenida Brasil”, indagando, como consideração final, o porquê de seu grande sucesso junto ao público.
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  PCBK_CMC NH_CA FCT VHK_ECT FH MCTTC H O_HWH CBÃAETH FCVHAHBKWHAC ‑CWHBEFC O_CTEA” Nhcm Lerk Ucmcnxve Mcvvkt_HTXMK9 Htvh crvenk prhvhbfh cprhthbvcr xm pcbkrcmc nhrca fkt feghrhbvht h! pkr whyht!h|daxfhbvht pktedekbcmhbvkt vhôredkt c rhtphevk fkt dkbdhevkt fh ebfùtvrec dxavxrca! dxavxrc fhmcttc! mctt mhfec ! vhahwetäk h vhahfrcmcvxrnec bk dkbvh|vk orcteaherk Hm thnxefc!fhthbwkawhrhmkt xmc orhwh cbãaeth fc vhahbkwhac ‑Cwhbefc Orctea”! ebfcncbfk! dkmkdkbtefhrcîäk gebca! k pkrsxé fh thx nrcbfh txdhttk ixbvk ck pùoaedk PCACW_CT-DLCWH 9 ebfùtvrec dxavxrca: dxavxrc fh mcttc: vhahwetäk: vhahbkwhac: CwhbefcOrctea COTV_CDV9 Vlet pcphr prhthbvt cb kwhrweh~ kg vlh fegghrhbv cbf tkmhvemht mxvxcaauh|daxtewh vlhkrhvedca pkebvt kg weh~ kb vlh dkbdhpvt kg dxavxrca ebfxtvru! mctt dxavxrh! mcttmhfec! cbf vhahwetekb tkcp kphrct eb vlh Orcyeaecb dkbvh|v Vlhb! ~h ~eaa fhwhakp c orehg cbcautet kg vlh tkcp /Cwhbefc Orctea/! sxhtvekbebn ct gebca dkbtefhrcvekb vlh rhctkb gkr evt nrhcvtxddhtt ~evl vlh pxoaed JHU^K_FT 9 dxavxrca ebfxtvru: mctt dxavxrh! vhahwetekb! tkcp kphrc: Cwhbefc Orctea 3 Ebvrkfxîäk  Bhtvh crvenk! prhvhbfhmkt crvedxacr ct feghrhbvht wkyht sxh vrcvcm fc ebfùtvrecdxavxrca! fc dxavxrc fh mcttc! fc vhahwetäk h fc vhahfrcmcvxrnec bk dkbvh|vk orcteaherk!rhcaeycbfk xmc orhwh cbãaeth fc vhahbkwhac ‑Cwhbefc Orctea”! fh cxvkrec fh IkäkHmcbxha Dcrbherk! sxh htvhwh bk cr fxrcbvh dhrdc fh thvh mhtht phac _hfh Nakok h gkexm ghbömhmk fh cxfeébdec! dkbtefhrcfc pkr mxevkt drívedkt dkmk c mhalkr bkwhac fct?3l fkt ùavemkt cbkt C vhahbkwhac orcteaherc vhm ebídek lã dhrdc fh 70 cbkt h whm th dkbtcnrcbfk bctùavemct fådcfct dkmk xm fkt prkfxvkt mcet ghdxbfkt pcrc c fewxancîäk h derdxacîäk fhxmc dhrvc dxavxrc dlcmcfc fh mcttc pkr cxvkrht fh fewhrtct ebtdreîøht vhôredct Ckgcacr fh dxavxrc fh mcttc! cdekbcmkt vcmoåm kxvrkt fket dkbdhevkt mxevk fetdxvefkthbvrh kt htvxfkt tkdecet h cbvrkpkaônedkt! c ebfùtvrec dxavxrca h kt mctt mhfec ! etvk å! ktwhídxakt fh dkmxbedcîäk fh mcttc Vrcocalkt fhfedcfkt c htth vepk fh dxavxrc txnhrhmsxh hac tô pkfh thr phbtcfc dkmk xmc bkwc mkfcaefcfh fh dxavxrc c pcrver fc rhwkaxîäk  ebfxtvreca! fc dkbthsxhbvh dkbtcnrcîäk fk tetvhmc dcpevcaetvc! fk fhthbwkawemhbvk fkt mctt mhfec h fk htvcohahdemhbvk fh xmc hdkbkmec fh mhrdcfk K sxh th pkfh kothrwcr bc aevhrcvxrc fc dxavxrc fh mcttc å c h|etvébdec fh fxctdkrrhbvht kpktvct! xmc phttemetvc h kxvrc kvemetvc Fk acfk phttemetvc! hbdkbvrcmktvhôredkt grcbjgxrvecbkt dkmk Cfkrbk! Lkrjlhemhr h Ohbicmeb! hmokrc htvh vhblc xm pktedekbcmhbvk mcet fetvcbdecfk fh Cfkrbk! fhtvcdcbfk c h|phreébdec ebfewefxcafcsxhah sxh th cprk|emc fk tcnrcfk h fk revxcaítvedk pkr mhek fc rhprkfxveoeaefcfhvådbedc fc crvh! dkbgkrmh kothrwc Mcrveb-Ocohrk ,?004% Hbvrh kt kvemetvct! fhtvcdcm-th kt vhôredkt bkrvh-cmhredcbkt! pcrc sxhm c ‑dxavxrc fh mcttc å prxacretvc! pket gcdeaevck cdhttk fct dacttht tkdecet à dxavxrc h ahnevemc c fhmkdrcdec” ,Ghrrherc! ?00<% Fhsxcasxhr mcbherc! k sxh httht htvxfkt cpkbvcm å c fhphbfébdec rhdíprkdc prkgxbfc hebfettkdeãwha sxh h|etvh hbvrh kt prkfxvkt fc ebfùtvrec dxavxrca h k pùoaedk sxh rhdhoh ctmhbtcnhbt whedxacfct phakt mctt mhfec Cpôt cprhthbvcr xm pcbkrcmc nhrca fct vhkrect fh mcttc! gkdcrhmkt bxm mcttmhfec htphdígedk! c vhahwetäk Hac rhprhthbvc xm fkt! th bäk k mcet rhprhthbvcvewk hempkrvcbvh mhek fh dkmxbedcîäk fh mcttc bk Orctea! dlhncbfk c cvebner bkwh c dcfcfhy fkmedíaekt thnxbfk fcfkt fk EONH ,?033% Fcí th h|paedc c nrcbfh prhkdxpcîäk pkr pcrvh fh phtsxetcfkrht hm cbcaetcr bkt thxt pkrmhbkrht k gxbdekbcmhbvk fcebfùtvrec vhahwetewc Bhtth mhtmk gek fetdxrtewk! vrcrhmkt à axy phrtphdvewct fh cxvkrhtsxh htvxfcm k ghbömhbk fc vhahfrcmcvxrnec orcteaherc! sxh fhmkxrkx phak mhbkt vrétfådcfct fhtfh thx txrnemhbvk bkt cbkt 80 pcrc ncblcr htpcîk bkt dírdxakt cdcfémedkt!kbfh! cvå hbväk! hrc vrcvcfc dkm dhrvk prhdkbdhevk! dkbgkrmh tcaehbvc Okrhaae ,?003% Corerhmkt vcmoåm xm htpcîk c drívedkt fh vhahwetäk sxh dkbvreoxhm dkm tevht fhnrcbfh cadcbdh mefeãvedk pcrc gkmhbvcr c fetdxttäk hm vkrbk fc wctvc cfhtäk fk pùoaedkrhdhpvkr fh vhahbkwhact! gkdcaeycbfk k nrcbfh txdhttk sxh gke ‑Cwhbefc Orctea” ? Fc ebfùtvrec dxavxrca h fc dxavxrc fh mcttc Dkmk iã fevk cbvhrekrmhbvh! kt htvxfkt sxh vrcvcm fc ebfùtvrec h fc dxavxrc fhmcttc thnxhm! octedcmhbvh! fket he|kt! k phttemetvc h k kvemetvc! dkm fhtvcsxh ck premherk! dxict vhtht cebfc prhfkmebcm bkt dírdxakt cdcfémedkt h hm okc pcrvh fkthbtk dkmxm Bc wetäk fk grcbjgxrvecbk Vlhkfkr ^ehthbnrxbf Cfkrbk! xm fkt cxvkrhtmcet prkhmebhbvht bk dcmpk! c ebfùtvrec dxavxrca threc rhtpkbtãwha phac fhvxrpcîäk fctcrvht hrxfevc h pkpxacr! vrcbtgkrmcbfk txct korct hm prkfxvk dkmhrdecaeyãwha! sxh täk  dkbfedekbcfct àt prkphbtøht efhkaônedct fkt fhvhbvkrht fk pkfhr h vcmoåmdkbvrkacfkrht fkt mhekt fh mcttc Ettk bkt rhmhvh ck dkbdhevk fh CpcrhalktEfhkaônedkt fh Htvcfk ,CEHt%! ebvrkfxyefk pkr Cavlxtthr ,3557% bxmc rhahevxrc hdkmpahmhbvcîäk fh Mcr|! thnxbfk c sxca k Htvcfk! h pkr txpktvk c efhkaknec fc dactthfkmebcvh! sxh fhvåm k pkfhr! th xveaeycrec fh ebtvevxeîøht prewcfct! pkr h|hmpak csxhactaencfct à emprhbtc! rãfek h vhahwetäk ,CEH fc ebgkrmcîäk%! pcrc fewxancr mhbtcnhbtdkm dkbvhùfkt efhkaônedkt sxh ncrcbvcm c mcbxvhbîäk h rhprkfxîäk fct rhacîøht fh prkfxîäk! etvk å! c h|pakrcîäk fc dactth fkmebcbvh tkorh k prkahvcrecfk! octh krnïbedcfk dcpevcaetmk Cttem! pcrc Cfkrbk! kt ohbt temoôaedkt fetthmebcfkt phac ebfùtvrecdxavxrca! sxcet thicm! kt prkwhbehbvht fc crvh vrcfedekbca! täk väk h|pakrcfkt hh|vkrsxefkt sxh bäk dlhncm c thr bhm c cxrc fhttc crvh! mct tem c txc fhdkmpkteîäk Hm ‑C korc fh crvh bc åpkdc fh txc rhprkfxveoeaefcfh vådbedc”! fh ^cavhr Ohbicmeb ,?007%! vcmoåm fc Htdkac fh Grcbjgxrv! c korc fh crvh phrfh thx wcakr fhcxvhbvedefcfh! sxh å htvcohahdefk phak led hv bxbd fk krenebca! etvk å! pkr txch|daxtewefcfh h pkfhr fh vhtvhmxblk letvôredk! sxcbfk fh txc rhprkfxîäk vådbedc,mxavepaedcîäk h cvxcaeycîäk letvôredc%! nhrcbfk vcmoåm c phrfc fc cxvkrefcfh h k cocakfc vrcfeîäk sxh vhm xmc korc cxvébvedc Httc cxvhbvedefcfh! pkr txc why! bcfc mcet å fksxh c prôprec cxrc fc korc fh crvh! cvebnefc phac vhdbedeycîäk fc rhprkfxveoeaefcfh bcmkfhrbefcfh dcpevcaetvc! tebvkmc fc mcttegedcîäk fc dxavxrc phac ebfùtvrec dxavxrca! pketct mcttct vhbfhm c h|ener sxh ct dketct th alht vkrbhm htpcdeca h lxmcbcmhbvh ‑mcet prô|emct” ,Ohbicmeb! ?007% Bk hbvcbvk! k sxh cdcoc enxcamhbvh htdcpcbfk ck grxefkr fc korc rhprkfxyefc å txc mcvhrecaefcfh revxcaítvedc! ebcprk|emãwha pkr fhgebeîäk! cebfcsxh prô|emc getedcmhbvh Bhtth thbvefk! Ohbicmeb phbtc c dxavxrc fh mcttc h! pkr dkbthnxebvh! c rhprkfxîäk fc crvh! mcet phak thx empcdvk bc h|phreébdec ebfewefxca sxh phak thx dcrãvhr sxcth sxh h|vrevcmhbvh tkdekaônedk! dkmk å k dctk fh Cfkrbk! hmokrctxc krehbvcîäk vhôredc vcmoåm thic mcr|etvc  Bxm weåt cbvrkpkaônedk! Aemc ,?033% dlcmc cvhbîäk pcrc c rhkrncbeycîäk fctkpkteîøht dxavxrcet ebdkbtdehbvht fhthbdcfhcfct phac ebfxtvrecaeycîäk h phac sxhorc fcth|phdvcvewct dxavxrcet dkblhdefct! sxh pktedekbc fh mcbherc pkacr kt dkbdhevkt fh mcttch fh hrxfevk! thm xmc cwcaecîäk mhfecbvh drevårekt fh cbãaeth K cxvkr cwcbîc bct vhthtcbvhrekrht bc mhfefc hm sxh fã fhtvcsxh à empkrvïbdec fc h|etvébdec fh xmc tkdehfcfhfh dkbtxmk pcrc k htvcohahdemhbvk fh xmc dxavxrc fh mcttc! hm sxh k txihevkdkbtxmefkr å ahwcfk c cdrhfevcr sxh c pktth fh fhvhrmebcfk prkfxvk vrcrã ghaedefcfh hrhcaeycîäk tkdeca Dkbvxfk! c hwefhbdecîäk fk mhfecfkr tkdeca! c tkdehfcfh fh dkbtxmk!  bäk pkfh h|paedcr pkr te tô c cfhtäk fk pùoaedk ckt prkfxvkt fc dxavxrc fh mcttc! bhmge|cr-alht xm wcakr ebvríbthdk ,grhsxhbvhmhbvh ebfhbvegedcfk dkmk ebghrekr%! thm kmhfecfkr htphdígedk! etvk å! c cbãaeth thmekaônedc h htvrxvxrca fhtth prkfxvk ,Aemc!?033% Fecmhvrcamhbvh kpktvkt täk kt vrcocalkt fh canxbt vhôredkt bkrvh-cmhredcbkt!dkm fhtvcsxh c Fcbeha Ohaa! pcrc sxhm c dxavxrc fh mcttc th fhgebh phak paxrcaetmk! pket pktteoeaevc k cdhttk à dxavxrc fh vkfct ct dacttht tkdecet! tkorhvxfk ct mhbktgcwkrhdefct! ahnevemcbfk c fhmkdrcdec Caåm fettk! pcrc k cxvkr! k txrnemhbvk fctkdehfcfh fh dkbtxmk threc xmc rhwkaxîäk sxh vkrbcrec c cvxca tkdehfcfh xmctkdehfcfh phbtãwha! dkbgkrmh th aé hm Ghrrherc ,?00<%9 Ohaa wé bhtvc tkdehfcfh c hahwcîäk fkt pcfrøht hfxdcdekbcet! k cxmhbvk fc resxhyc h fkacyhr Z ] Mcrveb-Ocrohrk cdrhfevc sxh kt vhôredkt bkrvh-cmhredcbkt wéhm c tkdehfcfh fhmcttc dkmk prebdípek fh xmc bkwc dxavxrc! sxh th gcy pkttíwha cvrcwåt fkt mhektmcttewkt C gxbîäk mhfecfkrc å rhcaeycfc phakt mhekt fh dkmxbedcîäk fh mcttc Cdrívedc tkdeca th pcttcrã hbväk fh pkaívedc pcrc dxavxrca ,GH__HE_C! ?00<% Cebfc thnxbfk Ghrrherc ,?00<%! sxh devc Mcrveb-Ocrohrk ,?004%! ct phtsxetct fhHfncr Mkreb ,35>?% vém fhtvcsxh bk gebca fc fådcfc fh 70 pkr prkpkr xm mhek vhrmkhbvrh k phttemetmk fc Htdkac fh Grcbjgxrv h k kvemetmk fkt bkrvh-cmhredcbkt PcrcMkreb! httc ‑rcdekbcaefcfh fc dxavxrc” å vcmoåm xm mkfk bkwk fh krncbeycîäkdxavxrca! pket phrmevh k cxmhbvk fk gax|k fh ebgkrmcîøht derdxacbfk bc tkdehfcfh Thnxbfk k cxvkr! c ebfùtvrec dxavxrca å xm ‑dkbixbvk fkt “fetpktevewkt fh ebvhrdïmoekdkvefecbk hbvrh k rhca h k emcnebãrek! fetpktevewkt sxh prkpkrdekbcm cpkektemcnebãrekt― à wefc prãvedc h pkbvkt fh cpkek prãvedk à wefc emcnebãrec” MK_EB ,35>?!cpxf MC_VEB-OC_OH_K! ?004% Å c pcrver fcí! thnxbfk Mcrveb-Ocrohrk ,?004%! sxh txrnh c whrfcfherc mhfecîäk! kx thic!c gxbîäk fk mhek! htvc dkmxbedcîäk hbvrh k rhca h k emcnebãrek! pket c mcekrec fktlkmhbt! ebdcpcy pkaevedcmhbvh h tkdecamhbvh! bhdhttevc fh xm emcnebãrek hm thxdkvefecbk pcrc pkfhrhm wewhr Htvc cgermcîäk ixtvegedc k txdhttk fh wãrekt prknrcmct fhrãfek h vhahwetäk! hm htphdeca! ct vhahbkwhact ,GH__HE_C! ?00<% 4 Fc vhahwetäk C vhahwetäk! txrnefc bk dkmhîk fc fådcfc fh 80! pkfh thr dkbtefhrcfc! lkih! kmhek fh dkmxbedcîäk mcet fegxbfefk hbvrh c tkdehfcfh orcteaherc! dlhncbfk àdkbtefhrãwha mcrdc fh 57!<( fh prhthbîc bkt fkmedíaekt fc rhneäk txfhtvh! thnxbfk phtsxetct fk EONH fh ?007 Fh cdkrfk dkm Cdktvc-Krixhac ,3555%! k bùmhrk fh
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