Cheias de Charme (Full of Charm) The working class in cyberculture paradise

Abstract

Given the leadership of Rede Globo in the Brazilian media scene, this paper aims to analyze marketing strategies present in the telenovela Cheias de Charme (Full of Charm) in order to elicit interaction with internet social networks. The telenovela takes part in the social pedagogy, especially aimed at the audience stratum for whom television is the main source of daily leisure. Cheias de Charme focuses on class C portraying domestic workers as main characters. In today’s complex communication ecosystem, we highlight the growing access of lower income classes to digital media and the relevance of the Brazilians in digital social networks. By examining this example of transmedia storytelling we discuss today’s striking HYBRIDIZATION between communication, consumption and entertainment.