Folkcommunication in Reception Studies:

a comparative study on the representation of homo-affective identity in TV Globo telenovelas

Abstract

This work – from the theoretical assumptions of Folkcommunication – analyzes the different ways to receive the media message by massive groups and target audiences on issues of identity gay designed by telenovelas. Based on a survey about homosexuality (for a massive group) and a focus group (composed and performed homosexuals after viewing scenes of telenovelas involving gay characters), it aims to understand how the representation of homo television impacts the construction of identities and values of these groups. In these surveys, indicates that there is a dichotomy at the reception: while the group of counter-hegemonic culture formed by homosexuals does not emphasize the affection between couples of different plots of the Globo TV network, the group mass, while approving the characters in the plot, mainly arise from explicit forms of affection, like the kiss between characters of the same sex. We intend to show a new specificity in the study of both Folkcomunicação and studies of reception.