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Telenovelas in Latin America: political leverage and marketing export

2020; Russian Academy of Sciences; Issue: 8 Linguagem: Inglês

10.31857/s0044748x0009386-3

0044-748X

Ekaterina Vinogradova,

ICT Impact and Policies

The Latin American television series is a successful investment product of regional media conglomerates: Televisa, Rede Globo, Venevisión, etc. The popularization of telenovelas as a new selling genre of cinema became possible due to the success of its historical prototypes: novels of the XIX century and radio series. In the 20th century, telenovelas became an important channel of political communication used by politicians to solve socio-economic problems in the countries of the Latin American region and create a cultural and educational image. At the end of XX beginning of XXI centuries the marketing strategy of the leading Latin American media conglomerates contributed to the development of intercultural communication in the region and in other countries of the world, where Latin American telenovelas found similar cultural and social features and became a kind of brand of this television genre, recognizable and bought all over the world. The article studies and analyzes the evolution of the Latin American series as a separate genre of cinema and as a lever of political communication in the region, as well as the marketing strategy of the leading Latin American media conglomerates.