From Social Merchandising to Social Spectacle: Portrayals of Domestic Violence in TV Globo’s Prime-Time Telenovelas

Authors

  • Samantha Nogueira Joyce Saint Mary's College of California
  • Monica Martinez Universidade de Sorocaba - Brazil, Professor of Mass Communication and Culture

Keywords:

telenovelas, TV Globo, social merchandising, portrayal of domestic violence, spectacle

Abstract

This article addresses the representation of domestic violence in two Brazilian prime-time TV Globo telenovelas—Mulheres Apaixonadas and A Regra do Jogo—through the use of social merchandising about domestic violence. We conclude that, although the story lines in these two programs might seem progressive and empowering to women who seek to leave their abusers, ultimately they fall short in one important aspect: Women’s way out is usually through a new romantic relationship. We also note that a recent insertion of domestic violence social merchandising has failed, turning the depiction of domestic violence, instead, into a spectacle. Another interesting finding is that domestic violence is portrayed solely as a women’s issue and not a domestic one involving power.

Author Biographies

Samantha Nogueira Joyce, Saint Mary's College of California

Assistant Professor (Media Studies) at Indiana University South Bend. My most recent book "Brazilian telenovelas and the Myth of Racial Democracy" came out in April 2012. I also have published an article in this journal (A Kiss Is (Not) Just a Kiss: Heterodeterminism, Homosexuality and TV Globo Telenovelas)

Monica Martinez, Universidade de Sorocaba - Brazil, Professor of Mass Communication and Culture

Professor on the Communication and Culture Master’s Programme at the University of Sorocaba, Brazil. 

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Published

2017-01-01

Issue

Vol. 11 (2017)

Section

Articles

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