Abstract

LOZANO, José Carlos  and  FRANKENBERG, Lorena. Enfoques teóricos y estrategias metodológicas en la investigación empírica de audiencias televisivas en América Latina: 1992-2007. Comun. soc [online]. 2008, n.10, pp.81-110. ISSN 0188-252X.

This paper reports the findings of a review of 51 Latin American empirical studies on television audiences published between 1992 and 2007 in the most important journals in the region. The analysis compares the studies according to their theoretical approach, research techniques and type of television content. Findings show that cultural studies is the most popular theoretical approach, that television and daily life, and the mediations are the topics covered the most, and that many studies still lack a solid methodological base. The paper presents a diagnosis of the strengths and weaknesses of current Latin American empirical research on television audiences and points out the need for more methodological rigor and emphasis on ideological readings.

Keywords : television audiences; cultural studies; television reception; empirical audience research.

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