A telenovela como dispositivo social triádico

Entre memória, imaginário e alteridade na era do ESG

Abstract

This article examines the Brazilian telenovela as a triadic social mediation device, articulating imagination, memory, and alterity. The corpus includes contemporary telenovelas and key theoretical frameworks in communication and cultural studies. The objective is to understand how these dimensions operate in meaning production and in the articulation between culture and market. The theoretical-methodological framework draws on Martín-Barbero, Lopes, Motter, Durand, Pollak, Moscovici, Lobato, Fraser, and Rancière. The results show that the telenovela functions as a symbolic mechanism that organizes visibility, translates social conflicts into shared narratives, and converts recognition into cultural and institutional value, highlighting its central role in mediating communication, culture, and power.