High Society on Globo - Culture and Merchandising in Soap Operas - Roberto Ramos

High Society on Globo - Culture and Merchandising in Soap Operas - Roberto Ramos

High Society on Globo: Culture and Merchandising in Soap Operas

Introduction

In his book "High Society on Globo: Culture and Merchandising in Soap Operas," Roberto Ramos offers a fascinating look at the world of Brazilian soap operas, or telenovelas, and their impact on Brazilian culture and society. Ramos argues that telenovelas are not simply mindless entertainment, but rather powerful vehicles for cultural transmission and social change.

The Power of Telenovelas

Telenovelas are a staple of Brazilian television, and they have a massive audience. In fact, some telenovelas have been watched by over 100 million people in Brazil alone. This reach gives telenovelas a unique power to shape public opinion and influence social norms.

Ramos argues that telenovelas are particularly effective at promoting consumerism and materialism. The shows often feature lavish sets and costumes, and the characters are constantly buying and using the latest products. This can lead viewers to believe that they need these products in order to be happy and successful.

The Impact of Telenovelas on Brazilian Culture

Telenovelas have had a profound impact on Brazilian culture. They have helped to shape the way Brazilians think about love, marriage, family, and success. They have also played a role in promoting social change, such as the increased acceptance of interracial relationships and the empowerment of women.

The Business of Telenovelas

Telenovelas are a big business in Brazil. The industry generates billions of dollars in revenue each year, and it employs thousands of people. Telenovelas are also a major source of revenue for Globo, the largest television network in Brazil.

Conclusion

"High Society on Globo: Culture and Merchandising in Soap Operas" is a must-read for anyone interested in Brazilian culture, media, or consumerism. Ramos provides a fascinating look at the world of telenovelas and their impact on Brazilian society.

Why You Should Read This Book

If you are interested in any of the following topics, then you should read "High Society on Globo: Culture and Merchandising in Soap Operas":

  • Brazilian culture
  • Media studies
  • Consumerism
  • Social change
  • The business of television

This book is also a great read for anyone who simply enjoys telenovelas. Ramos provides a behind-the-scenes look at the world of these popular shows, and he offers insights into the creative process and the challenges of producing a telenovela.

Where to Buy This Book

"High Society on Globo: Culture and Merchandising in Soap Operas" is available for purchase from a variety of online retailers, including Amazon, Barnes & Noble, and Google Play.


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