Abstract
This investigation of the Brazilian telenovela Avenida Brasil (Globo Network, 2012) uses the methodology for audiovisual analysis to detect stylistic innovations. Based on the concept of schemata, of researchers like Patrick C. Hogan and David Bordwell, this paper argues that a paradigm review is happening in the Brazilian television’s fiction towards the renewal of stylistic characteristics that were established by decades of successful production. The analysis is based on Edgar Morin’s idea that the mass culture is characterized by a conservation-innovation dynamic. In its current form, some Brazilian telenovelas, of which Avenida Brasil is probably the best example, absorb audiovisual schemata tested in cinema and other media, reconfiguring them according to their own narrative and communicational needs.
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