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This study aimed at determining the participation of Brazilian telenovela in the articulation of social representations and cultural identities on the Brazil-Argentina border. The following were the adopted theoretical and methodological models: the social uses of communication media and cultural consumption; the approach to the relationship between fiction and reality by the Center for Telenovela Studies; and the converging collaborations of cultural anthropology and the anthropology of consumption. Identification was made of what the border people take from the telenovela featuring Argentina and the Argentinians and how they use such appropriations. It was found that widespread consumption of the telenovela enhances sociability and turns the telenovela into a participant in collective memory and the identitarian games which thrive among them, breaking the rivalry stereotype that is constantly associated with Argentinian-Brazilian relations. [ABSTRACT FROM AUTHOR]

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