Abstract

DONCEL DE LA COLINA, Juan Antonio  and  MAEDA GONZALEZ, Carla María. India María: ambivalent receptions under the gaze of indigenous university students. Comun. soc [online]. 2019, vol.16, e7385.  Epub Sep 17, 2020. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2019i0.7385.

From a qualitative perspective, we seek to analyze how indigenous students in higher education, who immigrated to Monterrey (capital of Nuevo León, Mexico) interpret and value, from their own ethnic identity, the audiovisual character of India María. We find that most of their critical readings lead to partial rejection of India María as a discriminatory representation; nevertheless, there is a certain ambivalence reflecting an identity conflict. The students still enjoy the antics of the character and can recognize some similarities between her and themselves.

Keywords : Mass communication; ethnic discrimination; audience research; ethnic groups; identity.

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