Analysis Of Telenovelas As A Genre - A Soap Opera Style Of Television With Wild Theatrics

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Telenovelas are seen as a genre – a soap-opera style of television with wild theatrics, colorful sets, and a romance-oriented storyline. However, telenovelas are much more inclusive and can be considered a format, rather than a genre, due to the fact that there have been telenovelas that have been mysteries, horror shows, and action-oriented, rather than the traditionally recognized “romance”. A question that I will attempt to answer in this essay is: why did telenovelas become so popular in Mexico when they emerged in the late 1950s? My argument is that it was because of social pulls, with Telesistema-Televisa, through collaboration with the Mexican government and the United States media empire, that caused this success due to a need of maintaining order in a post-World War I socio-political climate.
Although they attempted to appear to not be in collaboration, the Mexican government was working closely with Telesistema-Televisa. The Mexican government itself allowed the formation of Telesistema-Televisa, and allowed for it to have a monopoly over television networks. Having only one television network to control was easier than having multiple outlets, so it was in the government’s interest to have a system that was made up of one entity and that would not appear to be connected to it. “The PRI (Institutional Revolutionary Party) needed to communicate its ideological agenda to the mass of people, and Telesistema-Televisa needed more audiences to ensure the highest possible profit through economies of scale” (Lopez 76). According to an article printed on October 4, 1975 from the New York Times, Emilio Azcarraga, the president and owner of Telesistema-Televisa, said, “’My boss […] is the President of the Republic. Mexico isn’t re...

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...repreneurs accessed to the Spanish-language television. Therefore, it is clear to see that the U.S. collaborated with Mexico in order to create stations that would appeal to Mexican-Americans, particularly in the southwest region, such as California, Arizona, New Mexico, and Texas.
An example of this collaboration is the telenovela Senda prohibida. Senda prohibida was the first telenovela, released in 1958, and it was first introduced to Mexico as something that was of resemblance of a pre-packaged product (citation). Presented as “Your Colgate Telenovela,” Senda prohibida was a creation of Colgate-Palmolive, who was heavily involved in the production of radio and television for many years, expanding from the United States into Mexico. Jesús Gómez Obregón, the head producer of Colgate and of Senda prohibida, contracted Fernanda Villeli to write the show (Paxman 7).

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