Emotion and soap opera: a study of patemization strategies in o astro

ABSTRACT The present study aims to describe and analyze the patemization strategies in a plot, in other words, on a trajectory of narrative action, in the soap opera O Astro, from 10 audiovisual sequences representing this plot. The soap opera was broadcasted by Globo from 12 July to 28 October 2011 at the time of 23 hours. The survey was conducted from the theoretical and methodological framework of Semiolinguistics Theory (CHARAUDEAU 1983, 1992, 1995, 2006). For the analysis of patemization, we stratify the object of study in two strata: verbal and visual-filmic. The results showed that, as a discursive strategy, patemization touches the plan of capitation: the media instance wants to thrill the viewer in order to keep him/her captive during the period of the telenovela airing.