Streaming platforms expand serial fiction to new markets and stimulate the emergence of strategies in the producing centers such as the use of local themes, with aspects of universality. This context instigates us to perceive... more
Streaming platforms expand serial fiction to new markets and stimulate the emergence of strategies in the producing centers such as the use of local themes, with aspects of universality. This context instigates us to perceive proximities and possibilities of dialogue between productions from different cultures. This article – with mapping and analysis – notes the numerical growth of K-dramas available on Netflix in Brazil. Based on this context, the question of television genres as cultural categories that ensure reading and interpretation models and shape storyworlds is analyzed. The discussion suggests that the melodramatic traces of K-dramas bring South Korean productions closer to the Brazilian audience. The article concludes that the melodrama genre is a determining factor for the popularity of this format in the country, as it integrates the literacy of the Brazilian public due to the telenovela.
