Characters with Disabilities in Brazilian Telenovelas: Almost Invisible Consumers

Marina Dias De Faria
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§ Federal University of Rio de Janeiro

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Characters with Disabilities in Brazilian Telenovelas: Almost Invisible Consumers

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Abstract

Although important vehicles of culture and of society’s values and perspectives, cultural texts represent little explored possibilities in the research focusing on the behavior of consumers with disabilities. In Brazil, telenovelas, or evening TV drama series, present as suitable cultural texts for such studies, in view of the importance of this type of programming as material that both crosses class lines and has national penetration. The objective of this study was to discuss how the consumption decisions and practices of people with disabilities are presented in Brazilian telenovelas. To achieve the objective, 22 Brazilian telenovela scenes showing characters with disabilities in situations of consumption were reviewed. The results of the study call attention to the need for companies, public institutions and society in general to review how they address these almost invisible consumers, who are often overlooked as potential customers and excluded from public policy actions.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Marina Dias De Faria. 2014. "Characters with Disabilities in Brazilian Telenovelas: Almost Invisible Consumers". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E4).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
brazilian telenovelaConsumer Behaviorcultural textspeople with disabilitiesqualitative research
Classification
GJMBR-E Classification JEL Code: N30
  • Submission ReceivedDecember 12, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted December 31, 2013
  • Published January 15, 2014
Version of record

v1.2

Issue date
September 3, 2014

Language
English
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Characters with Disabilities in Brazilian Telenovelas: Almost Invisible Consumers

Marina Faria
Marina Faria Federal University of Rio de Janeiro
  • Submission ReceivedDecember 12, 2013
  • Peer Review Double Blind
    Handling Editor
  • Accepted December 31, 2013
  • Published January 15, 2014