<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2006000200011</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La telenovela en México: ¿de una expresión cultural a un simple producto para la mercadotecnia?]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Orozco Gómez]]></surname>
<given-names><![CDATA[Guillermo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guadalajara  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2006</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2006</year>
</pub-date>
<numero>6</numero>
<fpage>11</fpage>
<lpage>35</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2006000200011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2006000200011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2006000200011&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Se enfatizan en este ensayo algunos de los principales cambios que el formato de la ficción televisiva ha ido sufriendo desde sus orígenes, como relato marcado fuertemente por la cultura y los modelos de comportamiento característicos de su lugar y su época. En este recorrido se hace referencia a la telenovela &#8220;Rebelde&#8221; producida y transmitida por Televisa en México a partir de 2005. El análisis destaca el tipo de transformaciones formales, estéticas y narrativas que el formato de la telenovela está teniendo y sobre todo su mercadotecnia, argumentos que ayudan a explicar ese fenómeno emergente por el cual la telenovela empieza a &#8220;no ser vista&#8221; por la audiencia, sino solamente consumida, &#8220;comprada&#8221;.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract It is argued in this essay that fictional drama in the Tv screen is becoming more and more a simple commodity. If five decades ago, one of the key marks of Mexican Tv drama was its strong cultural identity, and in fact the audience&#8217;s self recognition in their plots made them so attractive and unique as media products, today telenovelas are central part of mayor merchandizing media campaigns, where ratings -audience´s consumption-, not audience´s cultural identification, is the most important criterion for its industrial production. By exemplifying with &#8220;Rebelde&#8221;, a successful telenovela produced in Mexico, the discussion in this paper emphasizes the formal, aesthetic, narrative and industrial changes.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[ficción]]></kwd>
<kwd lng="es"><![CDATA[televisión]]></kwd>
<kwd lng="es"><![CDATA[audiencias]]></kwd>
<kwd lng="es"><![CDATA[telenovela]]></kwd>
<kwd lng="es"><![CDATA[mercado]]></kwd>
<kwd lng="en"><![CDATA[fiction]]></kwd>
<kwd lng="en"><![CDATA[television]]></kwd>
<kwd lng="en"><![CDATA[audience]]></kwd>
<kwd lng="en"><![CDATA[telenovelas]]></kwd>
<kwd lng="en"><![CDATA[market society]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Anderson]]></surname>
<given-names><![CDATA[Benedict]]></given-names>
</name>
</person-group>
<source><![CDATA[Imagined communities]]></source>
<year>1991</year>
<publisher-loc><![CDATA[Londres ]]></publisher-loc>
<publisher-name><![CDATA[Verso]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Bruno]]></surname>
<given-names><![CDATA[Adriana]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La telenovela vuelve a romper corazones]]></article-title>
<source><![CDATA[Clarín]]></source>
<year>2005</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Carugati]]></surname>
<given-names><![CDATA[Anna]]></given-names>
</name>
<name>
<surname><![CDATA[Alvarado]]></surname>
<given-names><![CDATA[María Teresa]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The business of love]]></article-title>
<source><![CDATA[World Screen]]></source>
<year>2005</year>
<publisher-loc><![CDATA[Miami ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cueva]]></surname>
<given-names><![CDATA[Álvaro]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Qué flojera me dan los refritos]]></article-title>
<source><![CDATA[Milenio]]></source>
<year>2005</year>
<publisher-loc><![CDATA[Guadalajara, México ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Cueva]]></surname>
<given-names><![CDATA[Álvaro]]></given-names>
</name>
</person-group>
<source><![CDATA[Revista Álvaro Cueva Presenta]]></source>
<year>2005</year>
<numero>1</numero>
<issue>1</issue>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Ediciones Álvaro Cueva]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Frey-vor]]></surname>
<given-names><![CDATA[Berlinde]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Evolución reciente de la soap opera y su estudio]]></article-title>
<source><![CDATA[Revista de Ciencias de la Información]]></source>
<year>1993</year>
<numero>8</numero>
<issue>8</issue>
</nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ferrés]]></surname>
<given-names><![CDATA[Joan]]></given-names>
</name>
</person-group>
<source><![CDATA[La televisión subliminal]]></source>
<year>1998</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Paidós]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gittlin]]></surname>
<given-names><![CDATA[Tod]]></given-names>
</name>
</person-group>
<source><![CDATA[Media unlimited how the torrent of images and sounds overwhelms our lives]]></source>
<year>2003</year>
<publisher-loc><![CDATA[New York ]]></publisher-loc>
<publisher-name><![CDATA[Owl Books]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[González]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La cofradía de las emociones (in)terminables]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[González]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
</person-group>
<source><![CDATA[La cofradía de las emociones (in)terminables]]></source>
<year>1998</year>
<publisher-loc><![CDATA[Guadalajara ]]></publisher-loc>
<publisher-name><![CDATA[Universidad de Guadalajara]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="">
<collab>Grupo Televisa, S.A.</collab>
<source><![CDATA[Resultados financieros del cuarto trimestre y año completo 2005]]></source>
<year>2006</year>
</nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="">
<collab>IBOPE-AGB México</collab>
<source><![CDATA[&#8220;Reporte de la semana 14 al 20 de noviembre, 2005&#8221;, Información solicitada por OBITEL México]]></source>
<year>2006</year>
</nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lull]]></surname>
<given-names><![CDATA[James]]></given-names>
</name>
<name>
<surname><![CDATA[González]]></surname>
<given-names><![CDATA[Jorge]]></given-names>
</name>
</person-group>
<source><![CDATA[Telenovela: la seguimos amando]]></source>
<year>1998</year>
<publisher-loc><![CDATA[Guadalajara ]]></publisher-loc>
<publisher-name><![CDATA[Universidad de Guadalajara]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Maffesoli]]></surname>
<given-names><![CDATA[Michel]]></given-names>
</name>
</person-group>
<source><![CDATA[The time of the tribes]]></source>
<year>1996</year>
<publisher-loc><![CDATA[Londres ]]></publisher-loc>
<publisher-name><![CDATA[Sage]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martín-Barbero]]></surname>
<given-names><![CDATA[Jesús]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[El proyecto: producción, composición y usos del melodrama televisivo]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Muñóz]]></surname>
<given-names><![CDATA[Sonia]]></given-names>
</name>
<name>
<surname><![CDATA[Martín-Barbero]]></surname>
<given-names><![CDATA[Jesús]]></given-names>
</name>
</person-group>
<source><![CDATA[Televisión y melodrama]]></source>
<year>1992</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Tercer mundo]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martín-Barbero]]></surname>
<given-names><![CDATA[Jesús]]></given-names>
</name>
<name>
<surname><![CDATA[Muñóz]]></surname>
<given-names><![CDATA[Sonia]]></given-names>
</name>
</person-group>
<source><![CDATA[Televisión y melodrama]]></source>
<year>1992</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
<publisher-name><![CDATA[Tercer mundo]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Martín Etcharen]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[¿Amor en custodia o apocalypse now?]]></article-title>
<source><![CDATA[El Ojo Digital]]></source>
<year>2005</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mato]]></surname>
<given-names><![CDATA[Daniel]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Telenovelas: transnacionalización de la industria y transformaciones del género]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[García Canclini]]></surname>
<given-names><![CDATA[Néstor]]></given-names>
</name>
<name>
<surname><![CDATA[Moneta]]></surname>
<given-names><![CDATA[Carlos Juan]]></given-names>
</name>
</person-group>
<source><![CDATA[Industrias culturales e integración Latinoamericana]]></source>
<year>1999</year>
<publisher-loc><![CDATA[Buenos Aires ]]></publisher-loc>
<publisher-name><![CDATA[eudeba]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mazziotti]]></surname>
<given-names><![CDATA[Nora]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Modelos y tendencias hegemónicas en las telenovelas latinoamericanas: un recorrido por las principales estéticas]]></article-title>
<source><![CDATA[La revista del guión]]></source>
<year>2005</year>
<publisher-name><![CDATA[Universidad Autónoma de Barcelona]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="confpro">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mazziotti]]></surname>
<given-names><![CDATA[Nora]]></given-names>
</name>
</person-group>
<source><![CDATA[La fuerza de la emoción. La telenovela: negocio, audiencias, historias]]></source>
<year>2003</year>
<conf-name><![CDATA[ La internacionalización de la telenovela]]></conf-name>
<conf-date>octubre, 2003</conf-date>
<conf-loc> </conf-loc>
</nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mazziotti]]></surname>
<given-names><![CDATA[Nora]]></given-names>
</name>
</person-group>
<source><![CDATA[La industria de la telenovela]]></source>
<year>1996</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Paidós]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Monsiváis]]></surname>
<given-names><![CDATA[Carlos]]></given-names>
</name>
</person-group>
<source><![CDATA[Aires de familia]]></source>
<year>2000</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Anagrama]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B22">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Morales Burgos]]></surname>
<given-names><![CDATA[Olga]]></given-names>
</name>
<name>
<surname><![CDATA[Zarur Latorre]]></surname>
<given-names><![CDATA[Kesmira]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Ya está el clon gringo de Betty. La &#8216;Fea&#8217; se vendió en setenta países y ahora se negocia su franquicia]]></article-title>
<source><![CDATA[El Tiempo]]></source>
<year>2006</year>
<publisher-loc><![CDATA[Bogotá ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B23">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Orozco]]></surname>
<given-names><![CDATA[Guillermo]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La televisión en México]]></article-title>
<person-group person-group-type="editor">
<name>
<surname><![CDATA[Orozco]]></surname>
<given-names><![CDATA[Guillermo]]></given-names>
</name>
</person-group>
<source><![CDATA[Historias de la televisión en América Latina]]></source>
<year>2002</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gedisa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B24">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Orozco]]></surname>
<given-names><![CDATA[Guillermo]]></given-names>
</name>
</person-group>
<source><![CDATA[Historias de la televisión en América Latina]]></source>
<year>2002</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gedisa]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B25">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Orozco]]></surname>
<given-names><![CDATA[Guillermo]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[La televisión en México: indicios para reconstruir su itinerario no visible]]></article-title>
<source><![CDATA[Oficios Terrestres]]></source>
<year>2004</year>
<volume>X</volume>
<numero>15/16</numero>
<issue>15/16</issue>
<publisher-loc><![CDATA[La Plata ]]></publisher-loc>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Padilla]]></surname>
<given-names><![CDATA[Rebeca]]></given-names>
</name>
</person-group>
<source><![CDATA[Relatos de telenovelas]]></source>
<year>2004</year>
<publisher-loc><![CDATA[Aguascalientes ]]></publisher-loc>
<publisher-name><![CDATA[Universidad Autónoma de Aguascalientes]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B27">
<nlm-citation citation-type="">
<collab>Televisión Azteca, S.A. de C.V.</collab>
<source><![CDATA[Estado consolidado de resultados al 31 de diciembre de 2004]]></source>
<year></year>
</nlm-citation>
</ref>
<ref id="B28">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Torres Aguilera]]></surname>
<given-names><![CDATA[Francisco Javier]]></given-names>
</name>
</person-group>
<source><![CDATA[Análisis histórico de la exposición a las telenovelas en México (estudio descriptivo)]]></source>
<year>1991</year>
<publisher-loc><![CDATA[México ]]></publisher-loc>
<publisher-name><![CDATA[Universidad Iberoamericana]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B29">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vasallo De López]]></surname>
<given-names><![CDATA[María-Immacolata]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Narrativas televisivas y comunidades nacionales: el caso de la telenovela brasileña]]></article-title>
<source><![CDATA[Comunicación y Sociedad]]></source>
<year>2004</year>
<numero>2</numero>
<issue>2</issue>
</nlm-citation>
</ref>
<ref id="B30">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Vasallo De López]]></surname>
<given-names><![CDATA[María-Immacolata]]></given-names>
</name>
</person-group>
<source><![CDATA[Vivendo com a telenovela]]></source>
<year>2002</year>
<publisher-loc><![CDATA[São Paulo ]]></publisher-loc>
<publisher-name><![CDATA[Summus]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B31">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Veron]]></surname>
<given-names><![CDATA[Eliseo]]></given-names>
</name>
<name>
<surname><![CDATA[Escudero]]></surname>
<given-names><![CDATA[Lucrecia]]></given-names>
</name>
</person-group>
<source><![CDATA[Telenovela. Ficción popular y mutaciones culturales]]></source>
<year>2004</year>
<publisher-loc><![CDATA[Barcelona ]]></publisher-loc>
<publisher-name><![CDATA[Gedisa]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
