A era digital da TV social: uma análise das dinâmicas entre a sociedade midiatizada e as telenovelas do horário nobre da Rede Globo

Abstract

Brazilian television underwent profound transformations in the 2010s, driven by the advancement of new information and communication technologies (ICTs) and the growth in the consumption of audiovisual content on digital platforms. Media convergence has changed the way viewers interact with television products, making consumption more fragmented and active. Given this scenario, this research seeks to understand how this convergence influences the public debate on social issues and minority agendas through telenovelas broadcast during prime time on Rede Globo between 2010 and 2019. To achieve this goal, three specific objectives were established: (a) to cover the relationships between new ICTs and telenovelas, (b) to understand the importance of telenovelas in the sociocultural formation of the Brazilian population, and (c) to analyze the impact of the interaction between viewers and telenovelas on public debate. The research adopts a quantitative-qualitative approach, based on bibliographic review, document analysis, and content analysis. Five telenovelas were selected for study: Avenida Brasil (2012), Salve Jorge (2012-2013), Babilônia (2015), A Força do Querer (2017) and Segundo Sol (2018). The analysis of these productions considered the description of their plots, the sociopolitical context of the time and the repercussion on social media, especially on X (formerly Twitter) and Facebook. Thus, it was found that, with the expansion of social media and the second screen model, audience participation became more expressive, directly impacting the construction and development of the plots. This digital interaction increased the audience's influence on the narratives, promoting both conservative and progressive reactions. And the results demonstrate that telenovelas maintain a central role in the formation of the national collective imagination, influencing discourses and channeling perceptions on sensitive topics, such as gender diversity, sexuality, racism and social inequality.