Telenovelas: An Emerging Alternative to Traditional Soap Operas

Vuelve a Mi - Telemundo

The history of Latin America is arduously long and filled with brutal occupations from imperialist countries. Countries were siphoned for their resources and politically abused by western forces, and as a result, they suffered immense poverty that persists to this day. Such tragic history likely negatively affects the morale of people wishing for escape. Many never get the chance, but telenovelas offer an escapism that captures the magic of history's most famous rags-to-riches stories.

Telenovelas have gained significant traction across the world. Many large production companies from around the globe are creating their own spin on the genre. In particular, Netflix’s recent analytics report showcases American audiences’ love for foreign language television. With shows like Jane The Virgin and Ugly Betty earning the hearts of millions on popular streaming platforms, telenovelas are steadily rising in popular media. Telenovelas have not only changed the landscape of television since their inception, but also offered historical insight into the cultural malaise of Latin America.

Brief History

Much like American soap operas, telenovelas arose from radio dramas that aired during the daytime time slot to a primarily female demographic. In 1951, Brazil introduced the first telenovela, Sua Vida Me Pertence (Your Life Belongs To Me), inadvertently inventing and pioneering the telenovela genre. Unlike American soap operas, the series centered around a singular story, which concluded in February of 1952. The series pushed cultural boundaries by featuring Brazil’s first on-screen kiss between Vida Alves and Walter Forster. The series launched telenovelas and, subsequently, Latin American programming into the mainstream for the first time. It presented Brazilian culture with all its beauty and sharp edges, positioning soap operas in the foreground of contemporary television.

Shortly after, countries from across Latin America began releasing telenovelas, most notably Mexico’s Angeles de la Calle (Angels of the Street) and Los Ricos Tambien LLoran (The Rich Also Cry), the latter being the first telenovela broadcast around the globe. By 1980, telenovelas became a staple in households across the globe, traveling as far as Eastern Europe and Asia. In particular, the Soviet Union showed considerable admiration for the genre even after their dissolution.

With their immense accessibility and streamlined narrative, telenovelas offer an enthralling alternative to traditional American soap operas despite the language barrier. Current American-based Latin producers, such as Telemundo and Univision, provide instant access for millions of Latin households across the country. Brazil continues to be the dominant force in South America, boasting the highest budgets and grounded stories that highlight the pitfalls of current Brazilian culture. Mexico fares well on the global stage due to its religious angle on contemporary Mexican social culture. Mexican telenovelas quickly rose to dominance in Latino American households, largely due to America’s close connection with Latino culture in states like California, Texas, Florida, Arizona, New York, and Nevada. As a result, many prominent telenovela actors, such as Eliza González, Sofía Vergara, Diego Boneta, and Diego Luna, have successfully crossed into Hollywood, starring in some of the biggest films of the decade. Telenovelas continue to dominate cable and are slowly creeping their way into the top streaming charts as well.

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If there’s one story that’s provided the foundation for all Latin American telenovelas, it’s Cinderella. Dating back to the first century BCE, its original iteration told the story of a young girl whose leather sandal was stolen by a bird who flies across Egypt and lands in front of a wealthy king. Enamored by the beauty and mystery of her shoe, the king, convinced this is an act of divine intervention, vows to find its owner and coronate her.

The story is rooted in a fantastical optimism that promises good fortune to those who resiliently wait for a silver lining. After all, how can we not fantasize about a luxurious prince sweeping us off our feet and into a life of infinite wealth and prosperity?

A majority of telenovelas incorporate a modern-day twist on Cinderella. They usually involve a rural ranch girl who is thrust into a volatile world of riches and drama where she becomes romantically involved with an upper-class man. These stories often incorporate Shakespearean melodrama when the star-crossed lovers are separated by the bitter rivalry between their families. In typical soap opera fashion, each series is littered with affairs, betrayals, and death, constantly pushing and pulling characters in frustrating yet compassionate ways.

Historically, telenovelas have criticized their respective country’s sociopolitical and cultural practices. The first telenovelas aimed to dismantle issues of class, religion, and social youth culture, and they continue to challenge hegemonic cultural norms across South America. In particular, Mexico has become the de facto producer of telenovelas discussing Catholicism and social morality, especially among teenagers. These telenovelas have become the most recognized telenovelas in socially protestant, conservative-leaning countries around the world. Mexico dominates Hispanic American households and have begun to incorporate FAST Channel streaming to their advantage. Brazilian telenovelas have kept their prestige throughout the 2010s, continuing to see success in Africa, parts of Asia, and across South America. Unlike Mexico’s star-oriented casting, Brazil opts for local and unknown actors for most of its telenovelas. This is because Brazilian telenovelas are shot a couple weeks before their air dates, so they can easily respond to public reception. This environment platforms local hidden talent but fails to draw attention in heavily celebrity-centered media landscapes like the United States and Europe.

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Telenovelas were one of the first soap operas to shift into the primetime slot. While traditional soap operas go on indefinitely, telenovelas are unique in their traditional story structures and dedicated endings. This distinction makes them ripe for adaptations, with some American studios even producing telenovelas of their own. Most notably, Jane The Virgin gained international acclaim due to its insane hijinks and hilarious satire of traditional telenovela tropes. Netflix is starting to platform and produce their own telenovelas for Spanish-speaking markets, and the emergence of FAST channels will make the world of telenovelas readily accessible to global audiences. With an evolving media landscape and a televisual culture of representation, telenovelas possess the power to bridge the cultural gap between countries across the world. Asian media has successfully gained international acclaim over the past years and Latin media could do the same. Representation is not only about identity, but culture and ideology. Without direct access to foreign media, audiences lose out on culturally rich experiences they wouldn’t find anywhere else.