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Comunicación y sociedad

versão impressa ISSN 0188-252X

Comun. soc  no.8 Guadalajara Jul./Dez. 2007

 

Artículos

Soap operas y construcción de sentido: mediaciones y etnografía de la audiencia

Thomas Tufte1 

1Department of Communication, Business and Information Technologies (CBIT), Roskilde University. Correo electrónico: ttufte@ruc.dk


Resumen

Este artículo nos invita a apreciar mejor las intervenciones de tipo eduentretenimiento (e-e), lo cual requiere una reflexión más a fondo y una clarificación conceptual. Desde aquí se propone una aproximación teórico-metodológica al análisis del proceso de construcción de sentido de las audiencias, sugiriendo nuevas formas de evaluar cómo las intervenciones de tipo E-E influyen en aquellas. El abordaje propuesto se ilustra a partir de un estudio de caso, la telenovela brasileña “A Rainha do Sucata” (“La reina chatarra”).

Palabras clave: etnografia de audiencias; eduentretenimiento; telenovelas; comunicación para el desarrollo; comunicación para el cambio social

Abstract

This paper addresses a particular issue that requires further reflection and conceptual clarification, which is how best to assess entertainment-education interventions. A theoretical-methodological approach to the analysis of audience sense-making is proposed, suggesting new ways of evaluating how E-E interventions influence their audience. The proposed approach will be informed by a case study using the Brazilian soap opera “A Rainha do Sucata” (“The rubbish queen”).

Keywords: audience ethnography; entertainment-education; soap operas; communication for development; communication for social change

Texto completo disponible sólo en PDF.

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Recibido: 06 de Octubre de 2006; Aprobado: 16 de Abril de 2007

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