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TELENOVELAS IN BRAZIL

From Traveling Scripts to a Genre andProto-Format both National andTransnational

Joseph Straubhaar

The global creation and flow of television genres and formats should be thought of as a complexly articulated, fluid process of hybridity whose integrative effects do not necessarily eliminate cultural difference and diversity but rather provide the context and boundaries for the production of new cultural forms marked by local specificity. In this respect, Ang (1996) observed,

What becomes increasingly “globalized” is not so much concrete cultural contents, but, more importantly and more structurally, the parameters and infrastructure which determine the conditions of existence for local cultures. It can be understood, ...

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