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This paper aims to approach the discursive construction of the popular from the point of view of the image in the telenovelas of Joao Emanuel Carneiro, with the direction of Amora Mautner – Avenida Brasil (2012) and A regra do jogo (2015). The intention is to reflect on how popular discourse is constituted by the format of the telenovela, its visual structure and materiality. The observation of scenes suggests the existence of an aesthetic that relates the popular with everyday life, with the routine and ordinary life, putting the body needs in evidence. Such aspects point to a reality effect which updates the character of quotidian representation in the telenovela, connected with the democratic real discussed by Ranciere (2010). The work also shows the relevance of considering the imaginary theories, such as extension and complement to a discursive analysis.

Imagem e estética na construção discursiva do popular: reflexões sobre duas telenovelas de João Emanuel Carneiro