Cultural heritage as an element of mercadological tv production
Keywords:
Mediatical processes, Communication and capitalism, Media and cultureAbstract
The article discusses the relation between fictional productions for television and Brazilian cultural heritage. In order to do that, the miniseries Hoje é dia de Maria, a product different from the TV channels’ ordinary programs, and broadcasted during the festivities for the 40th anniversary of Globo Network in 2005, was analyzed. In this case, a linkage between Brazilian popular humor, technological innovations and a great load of sensitivity - which led to the destruction of the patterns normally used - was established. A strong symbolism of legendary Brazilian folklore characters was used in order to tell a story with an unreal look, but of great familiarity for the viewers. Through this, the production did not abandon the purpose of the cultural industries. Furthermore, they followed some principles that made this saga a vendible element, by rendering authentic structures of popular manifestations tangible. Additionally, Hoje é dia de Maria had the function of selling Globo Network’s image without generating any qualitative gap vis-à-vis other productions of the group.Downloads
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Copyright (c) 2007 Valério Cruz Brittos, Denis Gerson Simões
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