Romancing the Globe examines the amazing global popularity of telenovelas:
Accounts of the global impact of Latin American soap operas, or telenovelas, are now legion. In post-communist Russia, the Mexican hit Los Ricos Tambien Lloran (The Rich Also Cry) became the country’s top-rated show; roughly 70 percent of the Russian population, more than 100 million people, tuned in regularly. Latin American telenovela stars often find themselves mobbed at airports in places as distant as Poland, Indonesia, and Lebanon. In postwar Bosnia, U.S. diplomats intervened to ensure that the Venezuelan show Kassandra could stay on the air in the midst of a tug of war between Bosnian Serb factions for control of the media. In Israel, the Mexican novela Mirada de Mujer (The Gaze of a Woman) was broadcast with both Hebrew and Russian subtitles to ensure that recent Russian immigrants wouldn’t miss an episode. And in the United States, the Latin American shows have become top sellers on Spanish-language networks, which have themselves outpaced English-language networks in some major markets, such as Miami and Los Angeles.In all, about 2 billion people around the world watch telenovelas. For better or worse, these programs have attained a prominent place in the global marketplace of culture, and their success illuminates one of the back channels of globalization. For those who despair that Hollywood or the American television industry dominates and defines globalization, the telenovela phenomenon suggests that there is still room for the unexpected. Indeed, the success of telenovelas is often celebrated as an example of reverse cultural imperialism or, as one academic memorably called it, “Montezuma’s Revenge.”