Luz divina: self and face of a character in the construction of a madness route under the behavior bias

The article deals with some aspects of the behavior of the character Luz Divina, from the TV series "Pe na Cova". The perspective of analysis is the self and the face, as well as a behavioral approach. It presents the characterization of the program, theoretical- conceptual aspects about self, face and behavioral theory. It uses as a methodological procedure the selection of some of the character's speeches for the analysis, of programs aired in 2014, on April 8, 15 and 22. It concludes that Luz Divina represents a behavior that uses contingencies that lead her to preserve her face in the interactions with the group in which she participates.