Abstract
Human trafficking is one of today’s largest shadow economies. This theme was included in plot of Salve Jorge, a soap opera in Brazil (broadcasted by Globo Network between October 2012 and May 2013). This article analyzes the social merchandising, an approach given to international human trafficking in entertainment venues of television, especially, from the telenovela Salve Jorge. The strategy of inclusion of social issues in the plots is recognized as social merchandising. So, it is in this privileged media space that the story of a social problem is also constituted. The study focuses on the discussion of the power of the telenovela to dramatize issues of public interest, having main broadcasting and audience of Salve Jorge. One seeks to question the maintenance and the impact of the subject of human trafficking as a dialogue between fiction and reality portrayed by Brazilian television. The show, Salve Jorge, is based on the real-life story of a Brazilian woman who was led to Israel and forced into prostitution. Therefore, human trafficking emerges as the central theme of this study over the main plot of Salve Jorge.
Highlights
Human trafficking should mean the “recruitment, transportation, transfer, harboring or receipt of persons, by means of the threat or use of force or other forms of coercion, of abduction, of fraud, of deception, of the abuse of power or of a position of vulnerability or of the giving or receiving of payments or benefits to achieve the consent of a person having control over another person, for the purpose of exploitation
In Salve Jorge, produced by Globo Network, the social merchandising was related to human trafficking
Based on the drama of human trafficking observed in Salve Jorge, one can confirm that Globo Network, in its various derivations of melodrama, becomes an important element in building theme meanings in society, being responsible for giving light and voice to human trafficking issues, promoting its maintenance according to its marketing interest and rebuilding and reconfiguring social identities
Summary
Human trafficking should mean the “recruitment, transportation, transfer, harboring or receipt of persons, by means of the threat or use of force or other forms of coercion, of abduction, of fraud, of deception, of the abuse of power or of a position of vulnerability or of the giving or receiving of payments or benefits to achieve the consent of a person having control over another person, for the purpose of exploitation. For legal interpretation, trafficking can be configured as a kind of slavery, internationally coined under the term of “modern slavery” It is considered as a crime and is related to other criminal practices and human rights violations, serving the exploitation of slave labor, and the international networks of commercial sexual exploitation, often linked to sexual tourism routes, with the involvement of specialized transnational gangs. In Brazil, the issue was placed on the agenda by the federal government in 2004 with the publication of decrees to promulgate the UN convention against transnational organized crime and additional protocols Since it has been discussed at the federal level with the launch of the National Policies to Counter Trafficking in Persons, as well as conducting symposiums to discuss the international problem. Globo TV transformed the Brazilian telenovela into a consumer product for both national and international territories
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