<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2007000200089</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Soap operas y construcción de sentido: mediaciones y etnografía de la audiencia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tufte]]></surname>
<given-names><![CDATA[Thomas]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Roskilde University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Denmark</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2007</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2007</year>
</pub-date>
<numero>8</numero>
<fpage>89</fpage>
<lpage>112</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2007000200089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2007000200089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2007000200089&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[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 &#8220;A Rainha do Sucata&#8221; (&#8220;La reina chatarra&#8221;).]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[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 &#8220;A Rainha do Sucata&#8221; (&#8220;The rubbish queen&#8221;).]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[etnografia de audiencias]]></kwd>
<kwd lng="es"><![CDATA[eduentretenimiento]]></kwd>
<kwd lng="es"><![CDATA[telenovelas]]></kwd>
<kwd lng="es"><![CDATA[comunicación para el desarrollo]]></kwd>
<kwd lng="es"><![CDATA[comunicación para el cambio social]]></kwd>
<kwd lng="en"><![CDATA[audience ethnography]]></kwd>
<kwd lng="en"><![CDATA[entertainment-education]]></kwd>
<kwd lng="en"><![CDATA[soap operas]]></kwd>
<kwd lng="en"><![CDATA[communication for development]]></kwd>
<kwd lng="en"><![CDATA[communication for social change]]></kwd>
</kwd-group>
</article-meta>
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