Globotelenovela kao kreativna industrija
Globotelenovela as Creative Industry

Summary/Abstract: Soap operas, especially Latino American telenovelas, are one of the biggest cultural phenomena of our time. Communication scientists from North and South America have been studying intensively this type of cultural products in the past decades. Many recent articles and dissertations examine the influence telenovelas have over society. The world realized the great potential of telenovelas, which can be used to promote different models of socially acceptable behavior, as well as the interests of previously marginalized groups that now have a chance to be at the centre of the media attention. Therefore, states, advertisers, various social groups and international organizations are showing the greatest interest in popularizing soap operas. Now it is possible to confirm that telenovela became the cultural and artistic product worthy enough to represent Brazil. Although telenovelas are widely popular in Serbia, serious researches on this subject haven’t been done yet. Considering the aforesaid, it is very important to give an appropriate theoretical foundation for exploring both the cultural and communicative roles of telenovelas.

• Details
• Contents