Telenovela

”CULTURE TRANSLATION, GLOBAL TELEVISION STUDIES AND THE CIRCULATION OF TELENOVELA IN THE UNITED STATES“
(KYLE CONWAY, 2012)

1.Adaption and Political economic

ABC executives, for their part, wanted to use telenovelas to tap into the Hispanic market, the importance of which had been growing since the 1990s, amounting to 15 percent of the US population in 2009 and predicted to rise to 30 percent by 2050.
INTERNATIONAL JOURNAL OF CULTURE STUDIES





CULTURE TRANSLATION, GLOBAL TELEVISION STUDIES AND THE CIRCULATION OF TELENOVELA IN THE UNITED STATES
(KYLE CONWAY, 2012)
2.Cultural translation and telenovelas in the United States
In the past three decades, telenovelas have enjoyed popularity the world over, with the notable exception of the English-language market in the United States. They are popular among audiences because they tell compelling stories drawing on themes such as love, redemption, and the overcoming of hardship. They are popular among producers and network executives because they attract audiences. They are also cost-effective to produce, not only for a domestic audience but for export, too, because their themes make them easy to localize (Miller, 2010).




CULTURE TRANSLATION, GLOBAL TELEVISION STUDIES AND THE CIRCULATION OF TELENOVELA IN THE UNITED STATES
(KYLE CONWAY, 2012)

a.Governing relationships

~a special kind of “reverse media imperialism”
~”adapt and dramatize capitalistic notions to fit the Latin American taste” (Oliveira, 1993: 128)

~the US market has presented a series of global opportunities for many Latin America-based companies in the telenovela industry, and these opportunities have served to further link corporations from ‘the global South’ and ‘the global North’ in a mutual quest to gain capital and global market share




CULTURE TRANSLATION, GLOBAL TELEVISION STUDIES AND THE CIRCULATION OF TELENOVELA IN THE UNITED STATES
(KYLE CONWAY, 2012)

b.Salient issues

RCN wanted...