Trânsito de Formas e Conteúdos na Ficção Televisiva

Over the last few years, as in other countries, we can see continuous and important transformations in the Brazilian scenario of production, distribution, and reception of fictional television products. We have seen systematic employment of production pole strategies aimed at the use of multiple platforms understood as part of an ecosystem media, that is, as part of a system whose social interrelationships, technological, communicational, cultural, economic characterize complex communication processes today. In that context, the contents permeate the various media, reinvent themselves from each of them, and transit through all of them. traffic and flow that permeate and influence old and new media, configuring themselves as a privileged locus not only of media convergence but, mainly, of the culture of convergence. In this chapter, we observe strategies of production and reception that colored the scenario of Brazilian television fiction in 2013. For this, we carried out two studies case. One of them focused on the transmedia strategies used by Globo in the youth soap opera Malhação, and another holds on the analysis of a fan page created by a fan of the telenovela Amor à Vida on the social network Facebook.