Telenovelas in Brazil

The global creation and flow of television genres and formats should be thought of as a complexly articulated, fluid process of hybridity whose integrative effects do not necessarily eliminate cultural difference and diversity but rather provide the context and boundaries for the production of new cultural forms marked by local specificity. In this respect, Ang (1996) observed,

What becomes increasingly “globalized” is not so much concrete cultural contents, but, more importantly and more structurally, the parameters and infrastructure which determine the conditions of existence for local cultures. It can be understood, for example, as the dissemination of a limited set of economic, political, ideological and pragmatic conventions and principles which govern and mould the accepted ways in which media production, circulation and consumption are organized throughout the modern world.