A interação de telespectadores de telenovelas nas redes sociais

  • Constança Neves Sequeira (Student)

Student thesis: Master's Thesis


The telenovela is the television genre with the most prominence in the programming grids in Portugal. The telenovela has the ability to generate high levels of audience. Integral product of the cultural industry that engages consumers so that watching telenovelas becomes a social practice. The rise of the digital caused changes in the way viewers access content, which led to the development of a new communicational panorama. New challenges were posed to companies and television was no exception. Television stations have integrated into the Internet and social networks, which has enabled the consumer to have an active voice in digital and interact with contente shared on social networks. Following the intership in the Plural Entertainment, raised the interest in understanding how telenovelas consumers and social media users react to the presence of TVI in digital and how they behave towards the contents shared on social networks.Therefore, we intend to understand if telenovelas viewers give telenovelas a new one through social networks. In this sense, the theoretical framework seeks to understand what the telenovela is as a product of a cultural industry, how it has developed over the years since its first appearance in Portugal and how the audience made it an essencial part of the entertainment television programs today. Then, we understand how the interaction of television and the online emerged and how this change brought changes to thecommunication landscape between consumer and television in terms of telenovela.
Date of Award22 Oct 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorEduardo Cintra Torres (Supervisor)


  • Telenovela
  • Consumer behavior
  • Interactivity
  • Social networks


  • Mestrado em Ciências da Comunicação

Cite this