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Telenovela, Reception and Social Debate1 Telenovela, Recepción Y Debate Social AMIGO, B., BRAVO, M. y OSORIO, F. Soap operas, reception and social debate CUADERNOS.INFO Nº 35 ISSN 0719-3661 Versión electrónica: ISSN 0719-367x http://www.cuadernos.info doi: 10.7764/cdi.35.654 Received: 10-15-2014 / Accepted: 11-25-2014 Telenovela, reception and social debate1 Telenovela, recepción y debate social BERNARDO AMIGO, Universidad de Chile, Santiago, Chile ([email protected]) MARÍA CECILIA BRAVO, Universidad de Chile, Santiago, Chile ([email protected]) FRANCISCO OSORIO, Universidad de Chile, Santiago, Chile ([email protected]) ABSTRACT RESUMEN The essay summarises qualitative empirical research El artículo sintetiza un conjunto de investigaciones on Chilean television carried out between 2007 and empíricas cualitativas sobre la ficción televisiva en 2014. The article focuses on the interactive mecha- Chile, realizadas entre 2007 y 2014. Específicamente, nism that mutually influences television and viewers se centra en los mecanismos de interacción que se through fiction (telenovela). It concludes that the configuran entre la televisión y los telespectadores a dynamic of social debate can influence the symbo- través del género televisivo de la telenovela. Concluye lic conditions for the production of television dis- que las dinámicas del debate social pueden influir course, argument that opposes the classic thesis of en las condiciones simbólicas para la producción de television direct effects on society. discursos en la televisión, argumento que es contrario a la tesis clásica de los efectos directos de la televisión en la sociedad. Keywords: Telenovela, identification, media representa- Palabras clave: Telenovela, identificación, representación tion, social uses, gender. mediática, usos sociales, género. •How to cite: Amigo,CUADERNOS.INFO B., Bravo, M. yNº Osorio, 35 / DECEMBER F. (2014). 2014 Telenovela, / ISSN 0719-3661 recepción / E-VERSION:y debate social. WWW.CUADERNOS.INFO Cuadernos.info, 35, / 135-145.ISSN 0719-367X doi: 10.7764/cdi.35.654 135 AMIGO, B., BRAVO, M. y OSORIO, F. Soap operas, reception and social debate INTRODUCTION In recent years, diversification of the Chilean Beyond the structural aspects that define fiction, telenovela industry, the incorporation of new formats one of the most universal functions, such as Jauss and the emergence of programs of similar generic (1978) stated when referring to the role of the receiver characteristics, of Turkish and Spanish origin, allow to in literature, is the transmission of social norms and reinstate the discussion about the relationship between models of identification, because of the exemplarity fiction and public debate, particularly in what refers in the work. This thesis seems to gather a meaning, at to the tensions that arise in the process of symbolic once profound and contradictory, when we are dealing cultural circulation between what Patrick Charaudeau with the phenomenon of the reception of the Chilean (2003) calls the production sites, discourses and media telenovela. consumption. Fiction, and in a primary main way, the telenovela For this purpose, we will use some of the results genre, has not only been the vehicle through which and conclusions of a set of empirical researches Chilean television has proposed dozens of stories, conducted between 2007 and 2014 about television characters, aesthetics and values that are now part reception, daily life and appropriation of technologies of popular culture. In addition, it has introduced, of communication in Chile. in a persistent and critical way, different matters to public debate and scrutiny, such as social inequality, sexual diversity, domestic violence, the situation of the THEORETICAL FRAMEWORK homeless people or natives, child abuse, among many TELEVISION INDUSTRY, INFLUENCE AND SOCIAL others (Fuenzalida, Corro & Mujica, 2009). All of these APPROPRIATION are issues that generally confront conservative, liberal, Despite the remarkable increase in access and and progressive positions, both in the institutional Internet consumption, media diversification and space and in everyday life of an individual, i.e., in the technological convergence, broadcast television social, public and private debate. continues to be the primary means of communication, That being said, this paper will try to delve into as evidenced by the high consumption rates, as well aforementioned common appreciation, arguing that as the impact that it still has in the formation of public the incorporation of the above contents in the public opinion (Gökulu, 2013). discussion does not take place only in the direction Beyond the figures, an aspect that reinforces that goes from television and the media towards social the hypothesis of the relevance of television on the debate. It is also part of a process of symbolic movement media system and in social reality, is the important that implies an adjustment of direction, ranging from discussion that it raises, both at the level of everyday life the social and everyday experience of individuals of individuals and in areas of public debate (Jiménez, towards the media system. 2013). The strong presence of television in these two The point of this article is to show some of the dimensions of social reality, together with the absence mechanisms of interaction that are created between of a scientific perspective in this debate, entice to television and viewers, through the fiction genre that permanently renew the question of the effect television is the Chilean telenovela. These mechanisms reveal has on the scope in which it is deployed. how characteristics and peculiarities in the reception A number of empirical investigations regarding of this television genre create tension in distinguishing the production, discourses and television reception, between discourses of fiction and reality, allowing types indicate that the phenomenon of the symbolic of identification with the social and political reality influence of television on the daily life of the very different from those triggered by other fiction individuals and in the public space is still a hard reality genres. However, even though they could represent a to ignore. This is particularly true in places, such as peculiarity of the Chilean television system, we believe Chile, where the concentration of media ownership, they allow to also understand, in a more general way, the and the links with the political and economic power, gap between public debate on matters of social interest, is a widespread phenomenon that has been witnessed and the forms acquired by representations, stereotypes, by innumerable studies (Sunkel & Geoffroy, 2001; images and speeches broadcasted on TV fiction. Mönckeberg, 2009). CUADERNOS.INFO Nº 35 / DECEMBER 2014 / ISSN 0719-3661 / E-VERSION: WWW.CUADERNOS.INFO / ISSN 0719-367X 136 AMIGO, B., BRAVO, M. y OSORIO, F. Soap operas, reception and social debate This situation is enhanced by the absence of effective In the framework of the social relevance of television regulations able to ensure pluralism that allows and this triple tension that represents the cultural greater cultural, social and political diversity in media movement of television content, the question of the (Humanes, Montero Sánchez, Molina de Dios & López- relationship between TV fiction and social, political Berini, 2013). In this context, the collective Chilean and cultural complexity, seems to gain relevancy. It is media system, particularly television, seems to play a for this reason that we are interested in the analysis steering and regulatory role that is extremely coherent of the Chilean telenovela, a fictional television genre with the political and economic hegemonic discourses. which, as we shall see, is a privileged place from where In spite of what was pointed out, there is many evidence to observe the relationship between television market, indicating that television, except in contexts of dictatorial and the struggles between significance, appropriations authoritarianisms, is governed by a logic that is much and meanings that the viewers respectively make of more complex than those involving only the ideological television programs. domain or normative social control. Most importantly, and especially in the context of neoliberal economies as CONTEXTUAL ELEMENTS IN THE COMPOSITION OF the Chilean one, it appears to be commercial logics that THE CHILEAN TELENOVELA GENRE put pressure on the networks to dispute, capture and Without trying to make a comprehensive analysis retain viewers from the increasing competition, not only of the history of the Chilean telenovela, an issue from other television networks, but also from the web widely addressed, our interest will be to point out and digital media. This also seems to be at the origin of aspects that represent milestones in its constitution the growing technological convergence of the cultural and establishment. industry, which gives access to increasingly larger and The cultural and pedagogical character distinctly diverse audiences, and the subsequent development found in Chilean television from the early days was a of discursive strategies which are more pluralist than decisive factor for the development of a particular type hegemonic regarding social, cultural or gender matters. of fiction on the national screens. The first television Finally, another fundamental aspect that the productions of a fictional nature retook the great novels empirical research on television provides, that puts in and epic characters in the history of Chile. Emblematic tension both the
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