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Abstract This paper aims to address Aguinaldo Silva’s strategies to insert Brazilian telenovelas in a context of media convergence and Web 2.0. The content posted by said author in online platforms as a website, Twitter and Facebook is empirically observed during the four months that his telenovela Império (Rede Globo, 2014), aired. On platforms, his posts were mainly related to three major themes: anticipation of the plot, cast promotion, official website of sharing content of the novel. The author used Twitter’s social network in particular to respond to the criticisms of his work, to share positive reviews and relate the elements of the plot of his script to the country's situation. This study concludes that the relationship between television and Internet results in the convergence and spreading of content. Downloads Download data is not yet available. Author Biography Wesley Pereira Grijó, Universidade Federal do Pampa Doutor em Comunicação e Informação pela Universidade Federal do Rio Grande do Sul. Mestre em Comunicação pela Universidade Federal de Goiás. Bacharel em Comunicação Social pela Universidade Federal do Maranhão. Professor da Universidade Federal do Pampa. References AGUINALDO Silva Digital. Site. 21 out. 2014. Disponível em: . Acesso em: 25 out. 2014.

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