Do sertão às “franjas” do mar: os imaginários nordestinos em circulação no X e Youtube a partir das telenovelas Mar do Sertão (2022) e Travessia (2022) da Rede Globo de Televisão

Abstract

This thesis investigates how imaginaries about the Brazilian Northeast are challenged and updated in the processes of mediatization, based on the analysis of the telenovelas Mar do Sertão (2022) and Travessia (2022), produced by Rede Globo, and their circulation on digital platforms X (Twitter) and YouTube. The methodological approach combined the analysis of the production grammar of the telenovelas with the monitoring of their digital circulation in different phases (premiere, middle, and final), considering comments, memes, hashtags, and trailers. The theoretical framework includes authors such as Gilbert Durand (regimes of the imaginary), Eliseo Verón (reading contracts, mediatization, and recognition), José Luiz Braga (circulation), Antonio Fausto Neto (zones of coupling and logics of visibility), and Ana Paula da Rosa (totemic images). The results indicate that certain historical symbols remain as totemic images (the arid backlands, religiosity, coronelismo, strong women), but, in the digital context, they operate as connective totemic images, articulating temporalities, platforms, and social actors. It was found that Mar do Sertão resignifies Northeastern archetypes in an affective key of cultural pride, while Travessia highlights fragilities and ruptures in symbolic recognition.