THE “AMAZON BRAND” IN THE DEVELOPMENT OF NARRATIVE AND MARKETING STRATEGIES IN SERIAL FICTION FOR STREAMING

Abstract

This work investigates two fictional streaming series that use the Amazon as their narrative repertoire to construct their fictional worlds. Based on an approach that methodologically brings together the narrative and marketing aspects of the series Aruanas (Globoplay) and Invisible City (Netflix), I propose to identify how the “Amazon brand” is developed in contemporary audiovisual production in order to recognize elements that make these plots exemplary of the think global, produce local premise (Rocha, 2022). In this sense, the work problematizes (1) audiovisual market strategies, which deal with the identification, contextual evaluation, and distribution of these products; and (2) narrative analysis, weaving together findings about universes, characters, and the relationship between fiction and nonfiction. The research points to market strategies that reinforce Amazonian identity in line with the composition of casts that mix established artists with regional professionals, in an expectation of dialogue with local and global audiences. In addition, the narratives demonstrate an appeal to crystallized themes regarding the imaginary of the Amazon universe, such as mysticism and fantasy (Invisible City) and environmental struggles, exploitation of nature, and political conflicts in the region (Aruanas). Although they replicate traits of a universally socialized imaginary regarding the region, the two plots also invest in narrative innovations and experiments in order to dialogue with  current precepts of streaming services and their demands for expanding internal and external audiences.