Co-production on Globo network: Periphery’s leading role through the eyes of the elite

Abstract

The initiative to invest in co-productions was first undertaken by Globo Network in order to broaden the broadcasting company’s content. Works like “Cidade dos Homens”, “Central da Periferia” and “Antônia” are some recent examples of this partnership. Besides diversifying the social representations, these coproductions in which periphery dwellers are the leading characters, work as a strategy for the TV network to remain in power. Globo network’s editorial focus hasn’t been primarily aimed at the lower income classes, but, when the periphery started largely consuming media, the Cultural Industry was compelled to communicate with their opposites. This article’s objective is to question how the co-productions became a realm for a more plural style in Globo Network. In order to understand these power relations, Antonio Gramsci’s hegemonic theory will be used.

Key words: co-productions, television, hegemony.