Glocalized Telenovelas and National Identities

Abstract

This article examines the globalization of the telenovela format in relation to issues of adaptation, proximities, and national identities. As a case study of glocalized telenovelas, it deals with the domestic adaptation of one of the most popular Latin American telenovelas, Yo soy Betty, la fea (1999-2001), into the “telenovelle” Sara (2007-2008), which takes place in a Belgian (more specifically Flemish) context. Therefore, this article specifically asks how Flemish identities are represented through the production process of Sara. While examining the international flow of telenovelas and the cross-cultural adaptation of the telenovela format, this case study considers an additional geopolitical and cultural context, as well as confronts and combines thematic textual analysis with expert interviews. Considering the successful export of “canned” telenovelas and the adaptation of this format within the framework of national identity and identification, this article deals with the emergence of the telenovelle as a local genre that is inspired by, and modifies, the original Latin American format.