from @berilopassione to #meservevadia: passione and avenida brasil in the context of media convergence

Placed in the context of media convergence (JENKINS, 2008), this study aims to compare and analyze the circulation of two telenovelas aired by Rede Globo at 9 pm: Passione (2010) and Avenida Brasil (2012). This analysis is focused exclusively on the circulation of these telenovelas on the Internet and covers two main areas: the strategies adopted by Rede Globo to make these telenovelas circulate in different platforms, and the flows of co-production work developed by the receivers/consumers. The analysis presented here is resultant of a “floating reading” (BARDIN, 2009) conducted on the data collected for the larger study named “Circulation and consumption of telenovela: crossmedia production and transmedia reception”, which is still in progress.