Social merchandising in a Brazilian telenovela: notes on the promotion of environmental sustainability in Velho Chico

Abstract

Telenovela is one of the main audiovisual narratives in Brazilian television. Rede Globo, the major player in the sector, makes use of social themes as one of its main tools to raise awareness and promote this debate among viewers. Starting from this perspective, this article aims to map how these social insertions, called social merchandising, take place. We are also interested in observing more closely the way the plot of Velho Chico helps promote the cause of environmental sustainability. Lopes and Orozco Gómez (2009), Trindade (2007), Blessa (2006) and Baccega (2003) are some of the theoretical references that support this study. Selected scenes are analyzed so as to map the designated contents and the characteristics of this type of narrative construction which aims, above all, to foster interaction with the telenovela through the identification of the living moment with the plot of the show.

Keywords
Communication; Telenovela; Social merchandising; Environmental sustainability