Can Telenovelas be Cult TV?: An Audience Perspective

Resumo (EN)

This article applies the concept of cult TV to Brazilian telenovelas. The term cult TV is used to refer to products that were perceived to be different from mainstream popular culture. However, theoretical contexts have started to embrace the notion of a mainstream cult. With the concept of a mainstream cult in mind, I will argue that some telenovelas are responsible for occasioning a ritual which forms a national community, and could thus be considered cult for three main reasons: they can acquire nostalgic appeal; they can present aesthetic innovation even within a classic format; and they sometimes engender a type of audience engagement that stands out from other productions. This third reason will be addressed closely from the perspective of the audience, arguing that their opinion on what is a cult should be considered in relation to the academic debate around the concept. Amongst the main results, I highlight the identification of telenovelas as popular productions that may be considered cult TV, and the growing importance of common sense understandings for our consideration of concepts in the field of Communications.