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CHAPTER VI
CONCLUSION

This chapter provides a discussion of the findings in the study, the implications for theory, methodology, practice, and future research.




Conclusions, Implications, and Recommendations

This study is conducted in an attempt to investigate the use of Brazilian telenovelas in disseminating knowledge about different cultures by qualitatively analyzing messages posted in the “El Clon” online forum about this issue. The telenovela “El Clon” aired in the US from January 2002 to December 2002 and has three themes associated with the storyline: Muslim culture, alcoholism, and human cloning. Of great importance is the time and context that the telenovela is broadcast in the post-September 11 atmosphere.

This research studies messages posted in the United States forum for the telenovela “El Clon” in the Telenovela-World web site. The messages are posted mostly in English and many of the participants disclose that their knowledge of Spanish was limited. Most of them utilize closed-captioned in order to understand the novela. Most participants are from different parts of the United States, but there are posters from different parts of the world such as Israel, Russia, Brazil, and Venezuela. Therefore, the participants for this study are mainly international fans of telenovela.

Throughout the literature researchers have studied Brazilian soap operas and their audiences in the context of a national broadcast. McAnany & La Pastina (1999) in a critique of Latin American telenovela audience research point that there is a need to undertake a Global study of the genre to see how various audiences react and incorporate the stories. Therefore, this study takes their admonition to start exploring the US audience reaction to the story narrated by the Brazilian telenovela“El Clon”.

In this study, it is possible to identify different reactions of the posters to specific themes of the novela depending on their context. In some cases, the messages express boredom when the novela geared toward the Brazilian characters, showing Dona Jura’s bar and all the famous people that paid her visits. While in Brazil this was one of the hits of the novela. This is understandable because the International audience, maybe with the exception of Pelé, did not recognize many of the visitors. Globo and other television networks that plan to export and import telenovelas should pay attention to these differences in order to meet the audience’s demands.

The messages show that the participants from the United States had a deeper understanding about drug addiction and found that the writer’s approach unconvincing for the American audience. As the examples illustrate:
“simply the story's Lack of Credibility/educational value to native-born Americans.”

But, yes, you're right about our American attitudes towards how lengthy were the scenes devoted to Mel, drugs, etc. I found them incredibly boring after a while even though they were well done--especially Lobato's scenes. Because there has been so much drug education in our schools and in our media, this was all "old hat" to us and boring.

On the other hand, a Canadian poster disagrees with this view and thinks that the drug issue was one of the very best highlights of “O Clone”.

This demonstrates the importance of taking the context into consideration when planning the message to be delivered. The American audience cannot believe that the parents of a drug addict would not know about rehabilitation clinics and the importance of continuous treatment, while in Brazil and other countries, unfortunately, this knowledge is not widespread. The messages, however, do not question the value of discussing the theme, but how it is presented. Television executives should pay close attention to the audience’s needs when planning and delivering educational messages. As many of the forum participants suggested, it is possible to edit the novela in a way that it can be pertinent to the local audience.

This research does not explore the production side of telenovelas. The attempts made to contact Globo, Telemundo, the writer, and director of “O Clone” were not fruitful. However, future researchers should not be discouraged and studies should be conducted to investigate the challenges to write and produce a telenovela and its educational components. Since the telenovela is exported to different countries, an interesting consideration would be to understand how the decision process is made to include or not a scene when the telenovela is shown in a different country. Investigating the market challenges of this cultural production is also a possibility for future research.

 



 



Table of Contents

Acknowledgements / Dedication - Abstract

CHAPETER 1- INTRODUCTION

CHAPTER II - REVIEW OF THE LITERATURE

CHAPTER III - THEORETICAL FRAMEWORK

CHAPTER IV - THE STUDY

CHAPTER V - THE RESULTS

CHAPTER VI - CONCLUSION
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Acknowledgements / Dedication -

Abstract


CHAPETER 1- INTRODUCTION

CHAPTER II - REVIEW OF THE LITERATURE

CHAPTER III - THEORETICAL FRAMEWORK

CHAPTER IV - THE STUDY

CHAPTER V - THE RESULTS

CHAPTER VI - CONCLUSION

APPENDIX - MESSAGES STUDIED

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