Stylistic innovations in telenovela: the situation in Avenida Brasil/Inovacoes estilisticas na telenovela: a situacao em Avenida Brasil

This investigation of the Brazilian telenovela Avenida Brasil (Globo Network, 2012) uses the methodology for audiovisual analysis to detect stylistic innovations. Based on the concept of schemata, of researchers like Patrick C. Hogan and David Bordwell, this paper argues that a paradigm review is ha...

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Bibliographic Details
Published in:Revista FAMECOS 2014-05, Vol.21 (2), p.675
Main Author: Pucci, Jr., Renato Luiz
Format: Article
Language:Spanish
Subjects:
Analysis
Innovations
Television programs
Online Access:Get full text
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Summary:This investigation of the Brazilian telenovela Avenida Brasil (Globo Network, 2012) uses the methodology for audiovisual analysis to detect stylistic innovations. Based on the concept of schemata, of researchers like Patrick C. Hogan and David Bordwell, this paper argues that a paradigm review is happening in the Brazilian television's fiction towards the renewal of stylistic characteristics that were established by decades of successful production. The analysis is based on Edgar Morin's idea that the mass culture is characterized by a conservation-innovation dynamic. In its current form, some Brazilian telenovelas, of which Avenida Brasil is probably the best example, absorb audiovisual schemata tested in cinema and other media, reconfiguring them according to their own narrative and communicational needs. Keywords: Brazilian Television. Telenovela. Cognitivism. Exame da telenovela Avenida Brasil (Globo, 2012), por meio da metodologia da analise audiovisual, com o objetivo de detectar inovacoes estilisticas. Com base no conceito de schemata, utilizado por pesquisadores de linha cognitivista, como Patrick C. Hogan e David Bordwell, procura-se indicar que um processo de revisao de paradigma ocorre na ficcao televisiva brasileira, no sentido da renovacao de caracteristicas estilisticas consagradas pelo sucesso de decadas de producao. A analise parte da ideia, sustentada por Edgar Morin, de que a cultura de massa se caracteriza tambem por uma dinamica de conservacao e inovacao. No periodo atual, algumas telenovelas brasileiras, de que Avenida Brasil e provavelmente o melhor exemplo, absorvem schemata audiovisuais testados no cinema e em outras midias, reconfigurando-os segundo suas proprias necessidades narrativas e comunicacionais. Palavras-chave: Televisao brasileira. Telenovela. Cognitivismo.
ISSN:1415-0549