Diálogos. Fórum Universal de las Culturas Monterrey 2007. Comunicación vol. 2

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nDiCe

PresentaCinJos Natividad GoNzlez Pars

introDUCCinJos Carlos lozaNo reNdN

la televisin y la erosinDe la DiversiDaD reGionalMiChael MorGaN

GloBaliZaCin, aMeriCaniZaCin y PolitiZaCinDe la investiGaCin De MeDios

daNiel Biltereyst

el Mito De la CUltUra no aDUlteraDase enFrenta a la aMenaZaDe los MeDios iMPortaDosNaNCyMorris

innovaCin, iMitaCin e HiBriDeZen la televisin GloBalshaNti KuMar

televisin, reCePCin e iDentiDaDNildaJaCKs

la PoltiCa De la interaCtiviDaD:PotenCial y ProBleMas De los sitios WeBCoMo reCUrsos De PartiCiPaCin

Klaus BruhN JeNseN

la Mano visiBle: aPUntes soBre lainCorPoraCin Del iMPaCto aMBientalDe las teCnoloGas MeDitiCas en lainvestiGaCin soBre MeDios y GloBaliZaCintoByMiller

9

11

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33

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107

121


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PresentaCin

Laculturayelhumanismoson,yhansido,elementoscrucialesparael

desarrollointegraldelasnaciones.Porello,frentealosplanteamien-

tosyposicionamientosdelsigloXXI,elFrumUniversaldelasCulturas

Monterrey2007sepropusofacilitarunarenovacindelaconcienciade

nuestrosercolectivoatravsdelareflexinyeldilogo.

AlolargodelosochentadasdeduracindelFrum,unnmero

significativodeciudadanosdelmundohaanalizado,entreotrostemas

deigualomayorimportancia,laproblemticadelavaloracindelas

expresionespluritnicas,eldesarrollodelconocimiento,ylosesfuer-

zoshechoshastaahoraporerradicarlaincomprensin,laviolencia,la

intoleranciaylasdiferenciaslacerantesentreopulenciaymiseria.

LacoleccinDgquepresentamostienecomoobjetivoge-

nerar,conbaseenlasenriquecedorassesionesdereflexinhabidas,

unintercambiodesignificados,emocionesycontenidos,ademsde

fomentarlaaceptacindelotrocondignidadyrespeto,yrevalorarla

utilizacindelapalabracomoherramientaparaexplicaryescuchar

losnivelesmsprofundosdelrazonamientoylaintrospeccin.

Monterrey,laurbemsdinmicadelnortedeMxico,asumiel

compromisodeorganizarelFrumUniversaldelasCulturascomo

unaoportunidadparahonrarlafilosofaylosprincipiosconvoca-

dosporelencuentro,hechoposiblegraciasalasumadeesfuerzos

estatalesynacionales,yalainvaluablecolaboracindeunasocie-

dadcivilemprendedoraquehasabidoinnovarenloscamposdela

industria,elcomercioylasfinanzas,yquesostieneunactivopapel

protagnicoenlavidaculturaldelpas.

J ndd Gzz P

GoBerNadorCoNstituCioNaldel estadode Nuevo leN


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11

introDUCCin

Jos Carlos lozaNo reNdN

e pp d md d cmucc d u cg d

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c d pc c, pc, cmc cuu. e

u mud gbzd, dd f fc h d bd

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cudd cb fmc, , ppgd, m

d dd d much p d mud, cu g pcd fmc dc u u ddd.

F pc d gbzc hmgzc, mbg,

d pu c qu dfd ddd pcfcdd

pc c d hbdc, d fuczc d

gb qu pm p quz qu p dfc

mfc pp d cd gup c.

e b, d cdmc xp m mbd

cmp d cmucc, gbzc ddd qu p-cp m d Dg ddcd cmucc, d

d Fum U d Cuu M2007, p cm m

ppc dcu, cmb d p pu

d b fmc c b pp p

g qu jug c, , p, d

cg d fmc cmucc. Pgu cm Qu

mpc d md d cmucc dddcuu? Qu pc pbc qu dp p p

ddd? Cm pud cbu md pm u cuu

d pz d d ub? Qu pcc dgc d -

du cuu pmu hmgzc dmc? Qu

cpc udc p uz cm


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12


cd pbmc d md d uc xp-

d mcd c d cdd c?

Mch Mg, pc dud, bd dm d md m, gbzc ddd g cuu. Cud

cuu d gup d df g c d

d u mm pc, b, cud pduc cuu cuz

f c, g cuu, c u pc dmc

qu fc d pcp cc Mg

u cbc. y gg: Cud d cuu cu, gu

u xcm qu . e gd d Udd d

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uqu m d pg c pcc dc, mpb

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e bj c p D B ppc u xc -

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c mpm cuu. e gd bg dcu c d

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dcd d df u gum qu

d b p p cc dc mpc d fuj cuu cmucc mczd m d

p d mud. P pd d fqu c b

dpdc cuu, mpm mczc, pcu,

pgm d , mc, c dm cd mdc

dud d mud mpd u dg ud-

c, cu mb d mud d american

way of life. Cm xpc B, dpu d much d dm

cdmc d fqu c, u d d g-c mpc d pbc cdc mpm cuu

dcd cpcdd d udc p mpuc

chz gc u cdd u mdc c. e db

cmp b mpc dgc d md d cmucc

dud mczd, ccu B, m


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13

iducc

d d qu pbc c cud d qu g d

fu, p pm pc d u ugm d gum

m dc b fc g d gbzc.U d p d ppc qu cdd

d udc cpcdd d gbzc p hmgz

du gudd d cuu nc M. opm f

fuj mud d pcu, pgm d mc, M

chz d mp d qu p cm Mxc x u

ddd c u cuu pu qu mzd p

md c. l gd mc xpc qu

ccu b fc g d md mpd

ddd b upc d qu g x md

cmp g , ddd. e, d cud c u,

, pu ddd pcc mb qu xp

uc pu cupd xcum d

d u cuu mb dc mp cmbd.

l qu h cd c u cuu dd gu z fu

xc. l cuu c dfc pduc dmp cc, cmb mpc qu c

dd g , cm guj p g cc

dg mc. e cmb d m cuu,

M, u ccuc b d cc gup c

fcuc cuu cp g dp u pp m

m j, g qu apddu m ucm.

l hbdzc gczc(

hc c gb)

mcm, d cud u, mc cmd. D

m, cuu cp mu cm u g

cpcdd d m u fuc. am, c cdmc,

mm qu pd ddd. td pd u

pc dd x md xj d u pb

mpc g p qu mp pcu, mc pgm,

p dm cdd d pg c

du cuu c. s mbg, M m u cpugumd qu dpb dfd pm md d

p cp. n p pdd d ddd c,

p p mp fu d bj c, cm p ppc

ddd qucm d cuu pp, dm d fc

xpc d mfc mb uc p.


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15

iducc

p u jmp d c hmgzd

d cuu gb, d c, qu much c dj d pcb

u gu cub d gc, dfmc dcc d pudd cuu qu cu u dmd p. Jck ccu u

bj mcd mpc d cd cx cuu d

g dd c : mm mp qu ( )

cfgu, dj cfgu p , u dg pm cu

d c ccuu md.

e u b ddcd cmucc gbzd u fc

cudd, pd qud fu m d i. e g-

d d Ku Buh J dcu pc mc d

wb p ppc cdd pcpc d uu-

. Md u du d cd d u mu mp d

wb pc cc c c d (pm,

pd pc, onG, mp ddu) J d

pducc, cmucc cc cpd d cmucc uu-

-uu p u qu mpc d cdd.

Pm qu uu pd, hb , cmuqu u cx mm qu j? J cmp

ccc d d g ccu d qu -

d gu j d d pmd p cg. D

cc c c, ud d gd d mu qu

pd pc onG qu m h zd cp

fm d d pcpc pbc, c cm hz-

m. l mp, d cud c J, pdcb dg bu cmpm c pcc pm (gb)

cmucc d u .

C u fqu dcm d, p dcd u ccu-

c d gbzc d cmucc u cg pc

pcbd, tb M m c mpc mb d u

cg mdc. Dpu d c qu cc mp d md

cu d cmp m cm d ed

Ud, M xpc qu h muchm ubpduc dd d dp mdc (c, pm, zc, cb, cb, mcu-

cdm) qu m d d bu d mud. Dbd

dgudd pcd p gbzc d du-

dgu mud, bjd qu cc m

p d fcd u ud, cm


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16


d c. e , d cud Pgm amb d

nc Ud cd p gd d Udd d Cf

rd, pduc m d 50 m d d d ducc um. M ccu u cbc pd -

gu uc, qu dc duc ud b

cg, cmb dcu ud mdc (qu

fc pc d pducc, cd cpc d

mj ccuc mb d pd dch d

p qu hc pb u m) cu m g-

cc d d d gzc b mcd gb.

D m, p um d c db

m cu b cmpj fc d gbzc d c-

mucc c p cuu d mud. l u,

dcubm d m p cmp, fc m-

p p, dc, gum d dcc p cmpd,

m pm pc d cmucc qu pm p,

cfgu fc ddd cuu c.


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17

MiChael MorGaN*

M ccp d ddd g gu, p qu

m. Db c qu cc rhd id, d m pqu

d ed Ud. s p p ppc, nu l

cc c m gd tx c c c m-

d rhd id. P pqu, hmg. Pc

hch d much cmudd d: c, gc cuu.

a cc, pdm dc d qu cudd pub gu, bd u c, cm , c cu p u pd.

D d cuqu cdd, c cuu, h fuz

qu j hc u m ch cgc, qu mpuj

hc u m fgmc dfcc. P u p m

dc gc qu hmgz cfug, p ,

pd mm mp, m gu fuz cp qu

dd gudz dfc. td p

cfc h mm c c fc m g.

Cud cmz xp xp dmc

p gb cuu, c d p d c x-

pcm mudm cc d gb

c. e cdcc c fcuc pc qu

m gc hbd, c c, pu cud g qu

g d x mdd dfd p cuu c, uquc pzc c uc, fu fmd p,

d, u c mcgb.

la televisin y la erosinDe la DiversiDaD reGional

* Pf d Dpm d Cmucc Udd d Mchu amh.H d mmb d Cj d Dc d Cuu em Mm cum Pd d Cj d Dc d Md educ Fud, d nh Hmp.


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18

MiChael MorGaN

td g fmc mpdcb pfud

fm gfcd d cuu ddd. e u z

fcd p cmc c fuj d cp b, md m c ccuc d mg mj,

mgc c fuj d g, cm p b

mpdcb chp qu cd mp qu c cuu.

s u cmpj, c; pu m dcu-

d b u cmpcd, d qu bm pc, uqu x

u bu cdd d d, , gum pcuc.

e x d pu gd df

pgu qu g md m, gbzc

ddd g cuu, p d gu u p

p b u. Db qu m fqu c

gbzc, uqu gbzc p u p c d

cx d d qu d uch pc, cuu g

mp.

Cud cuu d gup d df g c-

d d u mm pc, b, cud pduc cuucuz f c, g cuu, c u pc-

dmc qu fc d pcp cc. Cud

d cuu cu, gu u xcm qu .

e p mm m; p much qu m pg p-

c pcc dc, pb cg u cuu

cf u fm pu qu uc cmb. l cu-

u dmd fud p pm , h d u mu dfcp cuqu cdd pmc d.

H au cb cm Global Media Journal:

y b d d qu u c, u gup c, u c

u cdd pud pg mm cc c

c, gup c, c cdd.1 Dbd g-

bzc d cgc, cb au: Pub,

cuu, , g ddd czc hcm

d, cm u pc ucu pc cc-mc, cd z m cc . y , c, pduc

u mzc u hmgzc, c gudz d-

1 H au, th Cmmuc imp e f Gbz: Bd Cfc-Cdd GMJ: Mediterranean Edition . 2, m. 1, pm d 2007.


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19

l d ddd g

c, pc qu g dfc mm d m m

c md ddd c, c g. y c

c, pud hc d mm mp.l cuu mzc p uc cc. e pud

cduc d p d chp c cuqu cdd, dd

h qucu cc. Pm cu pd

g muc h ugd bd cc d

d cuu.

M d u m qu h d fuz qu p z

mb dcc. s pud McDd m d c p

hc qu d d p u pc m m, p

cmd qu h b uc gu d p, gfcd

d u hmbugu McDd mu d, dgm, ag,

sudfc egp. a, dzc dfcc p ju

p c g gb c: mm d mm mp. Du

m ccu , ed Ud, dd d mud,

md g, pcu, h d u pd

fuz p hmgzc, cgc d ddd cuu g.

elProyeCtodeiNdiCadoresCulturalesde GeorGe GerBNer

e gd Gg Gb U-

dd d P d u pc p d d d qu qu dcd cuu qu m d m gu

pdc qu cu cm cuu, gu qu x dcd

cmc c d dmp, pduc c bu

fc.

l d d dcd cuu md ud d mb cuu,

u mb d mb cmu mj cmpd qu cc-

m ud d mud. e pc cmz 1967 cm

u md p d uc qu pduc mj m-d, pp mj u fc. H h, m d cuc

ud cdmc h zd bd d d Gb.

U p c d ud d cu, , -

ud d cm cbu u cc b mud

u ccpc d dd c. Dd pu d -


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20

MiChael MorGaN

c, gc p d dm d cmucc cm u

cc md mj. gub qu cmucc u

pc dm hum humz. U mj u fccuu mbc qu xp md dd. e u pc dcc;

u mj upc pu d qu cu

m qu b u pm. n u cu d pu

cmb d cud. l mj fj cu upc

c c. l cmucc m pducc m d m-

j, p u uc pducc d cczc.

U u c : cu u p pc d

mj. td cdd u df fm: m, -

d, cu d hd, fbu cc d cu. l d u -

cdd fj c qu cuu d p u hch b

mud, m d qu mp, qu bu m,

m , cc qucd. l d u cuu fj

c qu dm p u hch b mud.

exp u cc upc b d, mb

pduc u ccpc d dd, ju c -, upc dg, d m qu c b,

pcm p gd qu mm u cc p u hch.

n d u p b d gfcd, cmpm cc

ud c d mud.

C fcuc Gb c adw Fch, qu dj 1703: s

u hmb pm cb d bd d u c, d

mm qu hc d . Qu c m pd m u pd m pfud qu qu hc .2

Pud pcm b c g, p d

u m pd md pc. tbj p

cd g qu db d. s gup c d-

du b d c, cfc d cdd ddu

f d ed, p d d gfcc d d

qu , d gup xp cu

cc fudm. a, pcm cud mm , fmu, dc u z, bj p cd g,

du, u m fudm bc cc, p d

c qu up qu db u qu u b.

2 adw Fch,Political Works, Cmbdg U P, Cmbdg, 1997.


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21

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m, c c, d u gc. r u h

uum u pbc, u xpc cmu. lug -g mp, d p h pud pduc m

cmp mp pc. s hz pb mpm cdd

f d mm x cmp dbu mpm. e -

m b u xpc pd. l mp pm m

ddd cu d gu df.

P m cu cc dcd, c d d

md cc pcu , d h cmbd d

u. l h fmd p cmp pc d ,

h cud u uc czc, p u cg

cm p u gzc uc.

e pc cuu d h m d ggc

cpc. l pduc m d cud c c

pcfcc d mcd. Cm dc Gb, h cu -

qu g qu dc, g qu d. y pd,

m g cgd d ; h h b d cu cmc gd cp-

c muc, qu gd fu d cc d

m dmcc d dc. y dfud m d

g, m p d mp.

M mp pm d , c ,

h bjd dcc pu, d df-

c, fzd u cuu cm. icu c c d c, d bb hmgz d pbc u c-

cuu mp dm.

G d d gup, c, gup c g cmp

much d mm cc mm pj; -

h p u xpc cuu cm p p j-

, j, c, pb qu d c cmp c d.

e pdgm d dcd cuu :

d pc uc xm cm dm fuj m dmj, cm m dc, qu p cc -

fu qu m dc, cm fuc pcu d-

d m c d d pd x.

e d m d mj (cd) m m-

c d mud d dmgf, ucu d cc,


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l d ddd g

n u mp cu d c c qu m -

. e pu qu bbm u m cdd d fmc

cd d , mp cu c p-gm cu pm qu qu m fcc . P jmp,

pc hm pd g mp u d pc, u c

cm, u c d pc, u cc u u d ju d-

c d u g mp. P d m mg c d

cc b cm ug, qu cu cm c

p qu bj h. y, d mg fcc, d -

pc mbc mdc, d xpc d pm m.

Cdm m d c. l pgu uu -

c pud cduc c dd. l dc

qu mu cmpm g, p u mu bj. H

mu pc cdumb d qu g g pcpc

c qu z cdd.

e hch qu c m d p ed Ud

qu cd ch pd d

c p cuch u c. l c qu h muchm cm qu g qu cm c d c. e-

c, pd qu u fc mp d mu

g, gc d md. e pgm , m

d 60 p c d pj pcp u c

cd m. e mud dd, u pqu fcc d

pbc uf p d c. s mbg, hm qu g

qu m m pp bm u pbdd duc c . M qu u pc pud

m g, fc m dfudd cu d m gu-

dd, u m d d cmzc.

Cm ccuc, d du uf dm d

mud cu: cc d qu mud u ug mb,

pg. tmb cduc m d dcfz dd.

e pcd m pp dc qu uc pud -

m ufc pcuc c g, qu m g pch d u pudd. Dd pu d d

c c, m fc hc qu g cp p uc

c bd c mb d gudd cud md.

e pbm mpm pc d c, pu

u gm fc u u m, much d qu p-


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24

MiChael MorGaN

c cu hch h

cud xc d . e pbm cdd

pcd d g d mg qu cumm, hch dqu c u c fz: d, d,

uc pbm d cud c fmu c, u-

dc gu cmc c m dcud p cmp.

nu ud h qu cu cc p-

cpc u mp dd d ; c, mb

cud b d g, p b z, dd, -

g, fm, mb u mp dd d pc, cud

dch d muj m xu, bd d xp

much m m. tmb hm hch x p cm

ag, au, B, Cd, Ch, ig, Hug, i, H-

d, ru, C d su, suc, tw tdd, .

U ud mp d u bj c d cuz-

m. l cuu md c um c d

qu fu d cdd d dcc. P mb

h u cuc pcp, u cju dm d cc c,pcc cmpd mj dd d u cuu. n

d cp p d cuu d cuc pcp j d

, p p d cuc dm qu d c ub-

c db df. e fuc d g pdu,

p h fuc d .

e gfc qu d du d d gup m

cm qu d pdc d mm gup. e cuc pc-p d up bb dfc cuu, ducd

ddd umd hmgzc. a, p jmp, g

c d duc d ppc d mud, p

d du, u ppc cc. D mm md,

g d d dd z u c pc

cc mu d, p d du, dfc

duc, qu bbd p cuc pcp d .

e cuzm mpc d ddd g cmu cgc d d d g qu ubc mm

d ug d pc pc. e cuzm mzc d

pu d , uc hc dch, hc cm-

c cp, hc cd, cu u,

much pc c.


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25

l d ddd g

e u ud b ddd g qu c, c d d

gd cu c qu bcb m d pqud

mu p qu cmpd . tm ccd u dc d cud pc c d p, cm -

p d xu, cud hc m, hmxudd,

b, gzc d dg, bd d xp, g pbc, m

dcfz.

Dd ed Ud u z ggfc, b cu

c dc hb pc cud d g d cud

c qu . y df much. l g qu u d

ed Ud d p qu g ,

dfcb d g d md , qu mb dgu d

g c ccd.

e g dfc much fc: qucu -

d d, pj, dm, c, md d , cmdd,

ud, ducc, mc, cm, mc, cmpc c

c, cm m. e fu c g cud p-

c c db ggf, , fc cmc, phc cuu, . Dd g fc pfudm

u b d cdd.

lug dd mu pcd pdc du. y

h qu dfc g m fu pdc,

much m db g qu pb m mp d .

e pb, p d du (cu ccc cuu

m dmd p )

, dfc g d-dd d p, duc mpc d fc

g ppc c dgc d g.

e g, c m b, m qu u -

m cd (cm d p), p p

d d d du cg hc ppc cc

m ( g m cd). e mu cm cm

cu ppc cmu p md d u cm

pcp fu cm d cuu d p qu, c, gup hg.

tmb h p m d p. e u

ud cmp zd c dc d ag d tw,

c much dfc d gup d cd p; p

jmp, d u c d ub, dc


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26

MiChael MorGaN

j c m, c bj c c . P d

dfc d m d du.

e mb db d p. a d cud bp d xu, dcfz p, um,

dfc dc d ag d tw duj

d du. l g bj mdd

d xm um, w m dcfd qu

g, p d du d d p m

m u cud qu pdc.

P upu, h dd gd cmb ed Ud

dd qu hc ud. e ccm d cb, , DvD d-

buc dg gfc qu h xpd cdd d d

qu pud pc p. C cg dg, hg

pmd d ed Ud cb m d c df c,

m p . e mu fc d c d cmb c-

gc d . l p hc m gd, mg

mj, m c pcd b qu m: c

d bj dmd dgbd dg, cpcdd d pgm f cu Pd.

P p ugm d cg u,

md m dum cumd mpm cmpd. D

hch, m m g ed Ud pgm d -

mdd qu cd p u pgmc

p cp u u fu d g p pubcdd.

Dd d cmb, qu ud h hgu cuzc p qu h cmbd. U c h

hmgzc cud d d c; c, cud

d fgmd c d c p cb ,

mc djug, i, DvD u pc

much dpb.

P d cu md p d cuzm

g g, p hch d qu h m c

d c. e c qu m c cm gfcm ddd, dd qu ppdd pducc m c-

cd qu uc. D p d pgm d c c

cc mj cmpm.

l p d cuzm/hmgzc qu h

g d ed Ud. fu cm hc


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27

l d ddd g

. U pb z qu, cm h cd gd-

, dfc g cud dc p

gud cm . e db mpm -, p upu, p pc pub gum qu md h

cbud.

H much dd: g fm u, much c.

Fm d d ; p, pcb m ddd g-

fc. y p d b d cg dg,

gu d u md p , u d-

d p udc mu pcfc qu qu g

uc, cduc p fmu, c cc-

cuu p qu u dm p bj

c dd upfc. e pc pgm

d dd cm bd gu.

CoNClusioNessoBrelasiMPliCaCioNesGloBales

e , pgm dud dm

p d d much p, d pc mu

bj, u fcc d qu cb pduc, much p

h b. e cduj pcupc bmpfcd

c pc mpm cuu, d ed Ud

qu hgb dc dpc d dfc cuu.

P du gu , cm xpc, hub u md cm d pducc c u

ducc pgmc mpd d ed Ud c

d p. l pgm dud dpc p cm-

p, ju c pcu cu d u pd fuz

p cm cuu gb, p p d

cd z m c pducc c h . a mm

mp pduj u cm m pducc dbuc

c. P jmp, mc ppu d eup, a Md o.

U d dmc d cc d pduc cuu

fu qu ed Ud h md cm u m c-

m cd,pc p mp m qu ed Ud,

dd mu dfc h pgm pducd p.


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28

MiChael MorGaN

M pducc dbuc c h xpdd,

ccm d cb, m d much p-

h d c d u c, p qu pud pg f mu, much d d , fm -

c p d ed Ud. s mbg, u mb much

m cmp qu d . Pud qu h h m

pduc dud ccud mud qu uc , p

u dm.

U mp dc gb h d mpc d fm;

m pgm qu fu pducd p, u

c, c c much dpc, c c dc. P

jmp, ag pduj u d Dp Huw

pd qu uz mm gu d dud, cu

ed Ud pducd u pp fm

d pgm qu pc much p amc id,

su, Bg Bh, B F, Wh W b M?

uqu m d d mc d.

P upu, u jmp xm d gczc, pu muchp h pduc pgm qu pc c

dc d p. l du d md dud pc mu

umd c , cu gu qu gbzc um

ddd g cuu.

e u d c d Wall Street Journal, Mch l, p-

d dc g d s Pcu em, gu qu

Hwd cmb d mud, qu d mud cmbd Hwd. tmb dc qu c d dbuc

cpducc c, cm c mpc d fm,

m gb h m d cuum, c u

dd m c d pc qu uc , p cu qu gu

pduc d md, cmEl Hombre Araa 3, pducd p u m-

p, c gb m.

P p, cu c d pgm c

d ed Ud mp fc cuu c. P jmp, m Pm Mtveup fu mu ccd p m-

pc cd up. l cmp n Md rch m

dz c d Mtv eup d cub d , c

qu up cup p 27 pu c d m

x, bc pgz dcu d 27.


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29

l d ddd g

P d, cm mc tdd G, md d ed

Ud p u pc d gud cuu much ug,

qu cx c pducc c.3 Pgm cm l smp,Dp Huw, l , mu ppu much

ug. icu pgm c mratings, u-

dc pf b mpd, bc u d

d pducc qu c fcuc mu pgm c.

P d, m d , mcd c d

h u ugm dmd d pgm d

ed Ud p. e db p ccm d

u m d m dbuc dg, qu c much

u c qu qu pgmc.

M mp qu m z bj d fuj d pgm

dm fm, d, d md pd cmc

b b d d md pbc md. e

pd d md pd, cmc, guc, mpud

p dg b , much pc, fm m fcz d

mpm cuu, pqu mu u h cd cd.rp c d mcd b pbc, gfc qu

p p, mp cu pduc cu mp, cd z

m, p pgm qu duc gup dmgfc

m b (g 18 49 , d c md ). s

p qu qu g uc, d gb

m gfc b qu pgm pduc p

udc pcu, qu . epud um udd, p hc much p d d

u cuu dmcc.

l ccuc d u m gb d pd cmc

dmd p uc m u d qu cu cud

mpm pz mud c D D e shw

d luc. l ccuc p ddd g mb

m pfud gfc. t cm xp J C lz

u cu c,4 cd d md cmc p u pc g p qu d p duc udc

3 tdd G, th w gb ppu cuu: i amc? The American Enterprisem-ju, 1992.4 J C lz, Pubc pc d ch cuu d d Mxc Journal of Broadcasting & Electronic Media, . 50, m. 3, 2006, pp. 467-481.


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30

MiChael MorGaN

pcfc. auqu pud fuc cmcm, p

g pb p fm ddd.

e g, ud cmp c zd,hm qu m cmcm d m, m

dc h d cu. y m cpducc c -

c m h m d md d

p, du mud c cd z m.

Pud b c upfc ddd cuu-

d d ug, p hch qu uc d md

c mud cd z g m u m mum-

d, muc cmc.

l , ud c ccm czd d fm

gczd, fzm mzc d pd,

cmc, dgud, dmd p uc, pud b c

qu f dc d pgmc. l pgm p-

c m d c, p d hch cgd cd z

m hc u dg u ccc cm, md qu

pud duc ddd g cuu, h pu qu qu dm cu d qu mmzd, dd qu p-

c.

M qu pgu d qu c qu mp xp, b

mp, d c c u uc d p-

c b d mcd md. e u qu

g gu u pp pgmc c, hc, uqu

l smp ppu m d c p, qu m pc cd z m d p, mpud p pubcdd, qu

umcm gfc qu pgm fc gup qu

d cz uc.

a mdd qu cu, g c m g gup qu

cmp pduc qu d pcd d pgm

qud dpzd. e z d cz m udc g

p d, cm hz du dcd, cmpc

ccm d u cg c gfc qu ucdb dg c m pc udc b.

icu c pducc dbuc c,

fc cd z m fm cmpd cmu d p cc

d mud, ppcd g d d g cuu

xp c d mp d mcd gb. n


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31

l d ddd g

dpc cumb, dc, ddd c, p

upu qu . l c d m df, p

dfc pud p cd z mj dfc McDd d p.

l ddd dpc, p g d c

d ddd pd epc e u mud pqu,

dd ddd cuu c, g c x

h pu qu dfd p D cgmd

muc qu cu h .


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33/128

33

daNiel Biltereyst*

Los ataques ms efectivos contra la globalizacin no son usualmente los relacionados con laeconoma. Ms bien son sociales, ticos y, sobre todo, culturales Ya que la mayor parte del

mundo es incapaz de resistir la invasin de los productos culturales de los pases desarrolladosespecficamente de la superpotencia, los Estados Unidos que inevitablemente conllevan las

grandes corporaciones transnacionales, la cultura norteamericana eventualmente se impondr,estandarizando el mundo y aniquilando su rica flora de diversas culturas Esta pesadilla de

utopa negativa no es del dominio exclusivo de los polticos de izquierda Este delirio de per-secucin tambin se da en los pases desarrollados de alta cultura y lo comparten los sectores

polticos de la izquierda, centro y derecha.

M vg l1

La globalizacin no ofrece un final a las desigualdades centro-periferia, a la competencia entrelos Estados o la toma de decisiones desde los corporativos

tb M2

soBreelPersisteNtePoderdelosMediosylaNeBulosidaddelCoMProMisoiNteleCtual

e g d 1999, u cd d j fc fu d p du u

u McDd u d Fc. e hmb, md J B,

gum qu cu mb d b cu fc p-

c gbzc bzc d mcd gb dm-

d p ed Ud. B xp u p s, dd

fu ccd p md c cm u d m p-

c d d md mm gbzc. e Fc, B d md u cbdd d md u h c.

* Pf d cmucc c, ud cuu d md ud d c, Dpm d Cc d Cmucc, Udd d G, Bgc.1 M vg l, th Cuu f lb Foreign Policy, -fb, 2001.2 tb M, et al., Global Hollywood, Bh Fm iu, ld, 2001.

GloBaliZaCin, aMeriCaniZaCin yPolitiZaCin De la investiGaCin De MeDios

U g dc d gc fuc cuud md dud


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34

daNiel Biltereyst

l md fc cmp B c ax, ppu pj

d ccu, qu czd m c pqu

c u cc. e u c b El reto francs, Gd Mu gu qu B mbz u Fc qu

mzd p gbzc mzc cuu gcuu, cmc

ddd, c hgm dud dc fc

d b ppu.3 t p juc d B, m d

mz cuu d gbzc ( mb cm mczc)

m g mpc md gd pc d Fc.

e c fc g xm u mcm pc

c u g dc d gu cuu mdc d

fc c ed Ud.4 P pud u u m mp

uqu m gud ucc d fqu cc fc

c d gbzc fc d dqub p.

s b, dd f d ch, h pd d md ccu

cdmc ccp cm hmgzc mpm cuu,

mczc, , pc ug i, p

md. U pd bqud d pg wb dcum b d mm gbzc gbzc dmcc

p jmp, d acc p tc d tcc p

aud Cudd (attaC) idmd, u md qu

m d gbzc pc cm gd ccp

cc. eNo logo, u d m c bb ( x cmc)

d md d mm d p, m cm nm K

dm u cuzd c gbzc c ccp qu m f pdgm cc u d cmucc c

d , ch.5 e u d c cp

gb, df xpcm u fqu cm u bj d cc cuu,

fd czc d pc m, mpm

cuu d qu, cc-czc fc hmgz.7 s

mbg, K u cuz dcu d mpm cuu

mczc, cp d m cc m d mucuu:

3 P. H. Gd s. Mu, The French Challenge. Adapting to Globalization, Bkg iu-, Mchu, 2001.4 v B. Ghm, Some Big Bourgeois Brothel. Contexts for Frances Culture War with Ho-

llywood, lu U P, lu, 2000; J. Uff-M,Hollywoods Film Wars with France,U f rch P, rch, 2001.5 n. K,No Logo. No Space, No Choice, No Jobs, No Logo, Fmg, ld, 2000. Ibid., p. .7 Ibid., p. 117.


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35

Gbzc, mczc pzc

l fmu m c bfc u d mpm

cuu j , p c much m g d fd

bdd c. e z d pm mud p qudgu ed Ud, c () qu dgu c

. e mucuum gd h umpd cm u mpqu

f, pcb, p fc hmgz qu mdc

d vd sh m mcuu, qu , dd,

mcuum. H c mcd gb d

ed Ud mud, u pc d m d mcd

d mud. () e fqu d p muc c u c

cmc gb qu cpc cpc d d

u pduc um p d gu quj

c cc-czc.8

e mm gbzc pud u mpu mp d p

dd dc ppc dgc,9 p hc cm

b u mp fd c bg pc d gbzc.

l cc cuu d K m cu d pmd b gbzc cm m d fm mu

d dcc d pd u c dcb. s b u pc

cu u cpc d pc d gbzc cm u cc-

dd cc, gum ub pc pc mdu d

cpc pcfc, b d d ed Ud u ccd,

cm cuu gb. s qu gbzc -

cm h mp cmc pc d

cpc, cm u pducc cuu (p jmp, d

mud pm mucuum u pduc, z d -

d ed Ud). auqu K d gu qu ccp

bu d mp cuu dcu d mczc

pud pd d md pud d g md pc g-

c (mpm cuu d j d

gu quj c cc-czc), ub u p -

c, m cud u fx b u cmcuu cmp. a f d cu, cc pmd

8 Ibid., p. 117.9 v d d rcd P b nbuleuse(b bu), d d qu m-m d p u fg mpu d gzc c qu z cmu-dd d c. rcd P, Grenzen aan de concurrentie,vUBP, Bu 1994.


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36

daNiel Biltereyst

b gbzc, md cuu, qu u u b pd

dgu dqub m d cmc, fuj fc.

e d K u cm h d h m dcu cc d mpm cuu mczc

pu gbzc. P tm10 dcu u

c pqu h u p d cbu cuu g d

cdd md. K B u jmp d cm

c upc b dm cuu dud u fc

c db pbc, p db

d pc cuu. e cu gm qu mb c

db cdmc, d u, pc hb u m mp bdd

d gum qu p c d pd p

d mpm cuu, cu m xm d u

gum b pd hgmc d md mc

u cpc cuu. n ugm qu pdu cmbd

d u hc u cdc fm ggfcm cd d

pd dud fuj gb d md, fmc

cuu, p pdm g z d u ( pd quc mp dd u ppc pc-cmc) qu gum

f d cdd d z ppc cc db

b fc d gbzc, md cuu. agud

qu b gbzc d mmz u d

dmc fuc cuu, c u ccpuzc d

p cc. amd M, p jmp, c fcuc cm

u c d pdgm cc, gub qu d d mpmcuu pud pc pd d md qu h d mu mpfcd

db cdmc d ud cuu cm pc

; p gg qu cm p u p d

cuu u u pc pcm gb d mud

gzd.11 e u m, tb M dc qu dcu d

mpm cuu pud h cm u z qu cpc

cmpm cu m qu cm u ub.12

e cmpm cu pud cc fcm, cm fu ch , gumd qu mp pc

10 J. tm, Globalization and Culture, P, ld, 1999.11 M. M a. M, Theories of Communication, sg, ld, 1998, pp. 137-138.12 t. M, Hwd d h Wd J. H P. Gb (d.), The Oxford Guide to Film

Studies, oxfd U P, oxfd, 1998. pp. 371-82.


37/128

37

Gbzc, mczc pzc

pb hb b c pf c. tmb c

qu u d ccp bu d d mpm cuu

pud cfu, pcm qu f ed Ud (Hwd, u m dd). e fd m

pc hgmc d ed Ud cucc d qu

gu cc cm u u d up, m

gpc, cmc, dpmc m, mb cu

u dzg dm cuu, d md d cmucc. s

mbg, mu pbmc fc cu ed Ud

cm u gfc f cm u mf d pd, d

cd c ed Ud occd. t cm dm

gu p d x, ccp h ud dd ppc

d dc c cc d cuu d m,

db d cmucc c gc mpc. e u d

mf mb pud pbmc cud cduc d

upc b mpc cuu.13 e m qu c

ppu c d b mpm/mczc d c

cuu dm qu mz bum m ub.14

e cmpm cu cc p cd pd

db b gbzc (d md) pud mu p

c c ufc. s mbg, cm x

dm, cm mu cudd u ccp gum

qu f db p. tmb gum qu u

gum pud pd much d gc p b fuj

cuu d md u fuc. e gu cc d cu mm u fm pu hc. Pm, ducm

m d mczc cm u mf cmpj p

d db b cuu ppu, mddd cmucc c.

sgud, m hc u cc d c qu cg

d gc mpc b m d fuc cuu

d md d ed Ud, pcpm d

d. s pd pc c b d d udc

c ch, qu h d c p fu j dd mpm cuu upu mpc d pduc mdc

dud u ccd cuu cp xj. e

13 v n. K, op. cit.: czc d pc m, cc-czc fc h-mgz d mcuu.14 v. J. tm, op. cit., p. 80.


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38

daNiel Biltereyst

pm gzm d d qu dcu pbc b

mczc, mb u d gc cfc

u, pud m pzd c pu.

aMeriCaNizaCiNCoMouNaMetforadisPersa

Crtica de la cultura de masas: Estados Unidos

y el mapa terico de la cultura popular moderna

l mczc u d ccp m cmpj h

d cc cuu md. e m d pd d md du-

d u fuc cuu u g h d db

dgcm pd. Du m d u g h cud cm

mf p m d cm zc, dzc,

ugdd, mcuu cmczd d md m, fuc

d cpm cp mddd cum. igum f-

d, pc pz. P c, m

dc d db df c d mc d f-c. a d cup d u d m gc mpc

d cc c b fuc d p dm mud d

cuu ppu d ed Ud, cdm gum

b mczc d d cc d cuu d m

db c b cmucc.

D d dc d cc d cuu d m, p d

mczc u g h d db m m pzd. a m dd f d g XIX h u u m

cd db (pcpm up) b mddd,

md cuu ppu. U d x15 h

fxd b dc, dcd cm ed Ud

h cdd pdgm (mz) d mm upfc,

quc, dc, g d u pc d duc p

15 P jmp, D. Wb,Looka Yonder! The Imaginary America of Populist Culture , rudg,ld, 1988; s. schu, Pw amc d h r f eup Cuu M. skmd K. Ch. schd (d.), Media Cultures. Reappraising Transnational Media,rudg, ld, 1992, pp. 142-158; D. s, th t f amc D. s s. Wgg,Come On Down? Popular Media Culture in Post-War Britain, rudg, ld, 1992, pp. 4-81;r. K,If Youve Seen One, Youve Seen the Mall, U f i P, Ub, 1996; r.P,Not like Us, Bc Bk, nu yk, 1997.


39/128

39

Gbzc, mczc pzc

hmgz cuu.1 Wb17 dc qu d d ed

Ud cm mz m mdd d g XIX,

cm d c dgc d cc cuu mpb mcm. P zqud, ed Ud u pduc

cuu m mpb cm mf d cpm, d

hmgzc ugzc d cuu, cm u fuz

dg dgc d ddd ccc dc

d c bjd. P dch, u c cd

b cb c pc d l, fd

bb du cm u mz p fm pcc

cuu uc, d d.18

l pubcc dc qu much p up

u p m b du cuu mc

cm p d db cu. epcm pd

p sgud Gu Mud u qu d fcc

dgc fu um u c g

fuc d cuu m dud. Pc m b

mddd, cuu ppu dud d du pd d pgu ccu, pud c

d cm u db qu c, dd cm ud u

cc cuu mpc d mdd pc.19 s mbg,

db cuu d pgu b mczc, z

c dd. ducb cc p dgc

d dc (zqud cd) b

fuc d cuu dud, m qu p much j d c bjd ( cc) cuu dud

pb u fuz d bc c c cz g d

d cuu (bc).20 Dd c, m d mczc

h d u pp pcp mp c d cuu ppu,

cud gdu dpc d f cuu

cuu d m.

Dd gd d pmd d gbzc,

pc qu mczc h pdd u fuz c, b d

1 J. s, Cultural Theory and Popular Culture, Pc H, ld, 1997.17 D. Wb, op. cit., p. 13.18 Fk l,Mass Civilization and Minority Culture, Gd F, th M P, Cm-bdg, 1930.19 P jmp, dcu mc pc d c fc: B. Ghm, op. cit.20 J. s, op. cit., p. 12.


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40

daNiel Biltereyst

cc qu m u pc pc dd

f c u pp m. l c pmd

d dczc d m, x pc c g d db u pd ggfcm ubcd pd d fuj,

fuc d md. l c ub mpc d u cuu

ppu czd, b d m d cum (d d

hg ud mm mp d p d pduc mdc),

p mb d pducc (Hwd cm c d cuu

c d md). s mbg, cm s gu,

gfc qu h d m bc mf. dc qu

much d qu p qu m d pmddd,

mm p pmm m pc, m cuu

qu b db d cuu d m.21 Dc qu bj

d Budd Jm, p jmp, p u cuc d

m c b dc d cuu m

xpd db b mpc d cuu d m

dud.22 Fm, pc qu cmpj cc cuu d

m b mczc u m cc d dcfzcu fm d cuu ppu cmc mddd

m cc d j c qu b pp ed Ud.

Comunicacin internacional: Estados Unidos y el aura

de propuestas crticas sobre el poder de los medios globales

U gud dd h mpd d c p

mczc cmp d cmucc c.epcm , ju c xp mud d

pduc mdc dud, hub u cc hc

u mp d pd cmc-pc d cdd dud

d cmucc. e m d mczc qu-

c fcuc cm mpm cuu dud, dfd

d d dpdc cc d pdgm d mpm cuu.

e m u hm ccpu d mp p

z cmb cuu gb fd c pf.23

21 D. s, op. cit., p. 50.22 Ibid., p. 51.23 e. Mca K. t. Wk, Fm Cuu imp tk vcm Communi-cation Research, . 19, m. , 1992, pp. 724-748; H. Mw, shp f h Fuu: i- Cmmuc h tw-f Cu Journal of International Communication,

. 1, m. 1, 1994, pp. 14-32; H. sch, n y h P-imp e Critical Studies inMass Communication Research, m. 8, 1991, pp. 13-23.


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41

Gbzc, mczc pzc

D cud c tm24 mpm cuu pud cm

pm d gbzc cuu.

l pubcc b pdgm cc c fcucmx uz ccp d mczc, qu, m-

d m mpm cuu m m cm m. s

mbg, pm pud cm u m gud d m.

auqu pc fg u pc dc, c qu

mczc u mf c u u m mp d p-

pu cc b pd d md gb u fc. s

f fu d cp ccd; d cpm

cp cumm;25 d cpm, xp d p-

ducc m, cum m d md m.26

D d dcu, m d mczc h d u c-

cp d b qu u mm cmbb c

ccp m cmp, uqu c pd d h

mu dgd (p jmp, cc-czc, dfcc).

l cfu ccpu gudz p mp

qu mczc up qu cub. adm d ucu d c b fuj gb d md,

cu. e fu dd dpc d cp,

ccd/mc f gzc, m

mdc, d dmc, fm fm d md, h

ppu b fc udc d xpc cuu-

dud d mud. e mg d

pccmc mb gz gc xu dudc p ub ppu cc b pd d

md dud/ccd/cp.27

e b d db b gbzc cmb

cm cuu gb, m pd fuz dd gud md

d dcd d ch. D d cmp d cmucc -

c, pdgm d mpm cuu ccp d m-

czc pu juc cd . l fuc d

d c fc ccd/dud (p jmp,

24 J. tm, op. cit., p. 79.25 l. sk, The Sociology of the Global System, H Whhf, ld, 1991.26 P. J. t, lcg h amc Cu P.J. t D. s (d.)The AmericanCentury, Bckw, oxfd, 1999, pp. 3-1.27 D. B, Qu audc rch d t Md effc. a nw P-dgm? European Journal of Communication, . 10, m. 2, 1995, pp. 245-270.


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42

daNiel Biltereyst

cc czc d cp d md, gbzc

d pducc), d d c pf ( mduc

d pduc ccd), d c b fuj gbd md ( m d cfuj d pf hc , c-

zc ) cm d fuc ccd/

dud b udc cuu xj ( cc

cdmc pc d udc, pcc c-

d d cum c d udc c mpc

xj). e m cdmc, dc duc u

pfud d mc d fc c, dd

cm ud ugm d u ccp cm hbdc,

czc, mupcdd (c mpm) dpdc

(c dpdc).28 e u d m mp, gbzc

pdgm pc cmpc m d fuc pd

c, d d u md d dmc u d cmb d-

mc, qu pc u pp pc mp.

e cmb ccpu d fuc , b

fuj cuu p upu bd c pc mupd d md. Fu m qu uc c d ed Ud cm

mf d pd cuu d d m mud, cm p

d mpm cuu. l cx dpdc

fu cm c c d d b ubdc, dm-

c pd fuj gb d md.29

Repensar y mantener a Estados Unidos como un antdoto?Dd ppc pud pc qu c, -

m ufc d d gbzc p c

c. y fm ccp cm mczc, dm-

dud mpm cuu d d db pbc

pubcc b d mm gbzc.

P mb x cdmc h u m mp ccm

d mbgudd d gbzc, qu cu pc d

pd ccd/dud, pcm cmp d m-d cmucc.

28 a. sb-Mhmmd, th Gb d h lc i Cmmuc J.Cu M. Guch (d.),Mass Media and Society, edwd ad, ld, 1991, pp. 118-38.29 J. tm, op. cit.


43/128

43

Gbzc, mczc pzc

e u dcu b gbzc, Gdd gu qu u

cju cmpj d pc qu pud p fm cdc-

u p:

l gbzc, p upu, d d m qubd,

d g md bum bg u ccuc. P

much qu fu d eup nmc, uc cmdm

cm ccdzc , z, mczc, qu

ed Ud h c uppc, c u pc

cmc, cuu m dm d mud. Much

d xp cuu m b d gbzc

dud: Cc-C, McDd. l m d gg

mp muc u b ed Ud. y

qu , d p c, d z pb d mud. U

pm d gbzc cd b d u u

d du.30

e u m, Mk Fh gu qu pc dgbzc ug z d mg. Ju cmp d cu-

u dd d md p u cuu cm, f

u x hc fu d u cuu pcu. Qu dc qu

cuu hg cp g u cuu dm

qu um cub d mud.31

o gd fu m fm p c fc

d u d ed Ud cm d cb pc cp d gbzc, cud u

pc hgmc cmp d cmucc cuu d

md. v c mc P J. t, qu ud mddd

ccp d mczc dd u ppc d m mud.

e u c cu e g dud,32 t dcb cm

pd d pgu m mud p d u pd d

g cpcdd u d mczc. e pm, qu

g f pd sgud Gu Mud h 1971,hb d u qu hgm pc cmc d ed

Ud hb u pu m . Cm pd hgmc mud,

30 a. Gdd, rh lcu, 1999, : hp://w.bbc.c.uk/h/gh/c//h_99.31 M. Fh, Undoing Culture, sg, ld, 1995, p. 5.32 P. J. t, op. cit.


44/128


45/128

45

Gbzc, mczc pzc

cc md gu d pc.35 e x c, M

cm u f c d d dubdd d

cuu mp. e u b Global Hollywood gu qu umd p () m d gbzc, u ccp m

ufmc cgd d d, f, md, cc mpc

cu.3 D cud c M, gbzc h d c

pqu pm fm dcc d pd ch mu,

cbd cm fxbdd d mcd d c

ppu, dpdd d qu hbd.37 e cx h pd

m d md u ccp cm mczc, dmc

dud mpm cuu, cu cud cuu d l

g cmc d nu yk dm m d

p d mud.

estudioseMPriCossoBrelasiNflueNCiasiNterCulturalesdelosMediosdelos estados uNidos

e md d cmpjdd d cc d cuu d m dc

d cmucc c, mb gz u gc

mpc d cc c, pcpm b cu d

fc cuu d m mdc d ed Ud. s

cb p d gc pc dd f d

, cud mz d hgm d ed Ud

b md cmucc m fuz. e gu d gc dcm cm, dd pd, u mp gm d

gc b udc h cgd d ud m d

dud ubdd d cuu c.38 t

c cu dcd d gc, ccd d

ed Ud mud, mp d pgu cu h d

fqu d gc ud m mp.

35 t. M, op. cit., p. 378.3 t. M et al., op. cit., p. 18.37 t. M, op. cit., p. 376.38 K. K. Hu, i M Cmmuc rch: a Cc rw f th d Mh-d M. Bug (d.), Communication Yearbook, sg, B H, 1982, pp. 531-354; M. B.sw, Cuu impm: a Md effc appch Critical Studies in Mass Communica-tion, . 8, m. 1, 1991, pp. 29-38; W. W M. Dupg, effc f Us t Pgm Fg audc: a M-a Journalism Quarterly, . 71, m. 4, 1994, pp. 947-959.


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46

daNiel Biltereyst

Popularidad, exposicin y el efecto implicado

l mz d fuc g d dud

m f d dcum mu b p dqu Uc p ud b fuj d

c39 pm, ch.40 e fu

d d ug d pubcc b mczc d

gb pfc d d b dmc ucu

bud xpc d ed Ud, cm d mpc-

fc cuu udc cp.41

U pm gup d gc cup d df

dcd d m xpc m dud. t z

pm dc mpc d fuc pc d d

ed Ud fu pd p r Bw, u x fuc d

u cuu d agc d ifmc d ed Ud,

qu cmpd gc d uc b mpc

d pgm d dud p. Bd

ratings d udc n d ppudd d

p, Bw dc qu b pum u dm d pgm dud d ppudd d

p. e dcd h d mpd p much

pubcc, mzd fc cuu.42

Jph subh uz u dcd m u d xpc m-

mpd d ed Ud u mpc d

B md u cmpc d ppc d h qu

udc pb d m mpd c m c.43

e c mdd d xpc, gu qu B, mpc

pbb d pgm mpd, m d h d udc,

h bzd pm h dcd u pc.44 e gc-

p uz m dcd p pc xpc

39 K. ndg t. v, Television Traffic - A One-Way Street?, UnesCo, P, 1974; t.v, Gb tffc t Journal of Communication, m. 32, 1974, pp. 102-109.

40 t. v, th Fw f t Pgm,Journal of Communication, m. 34,1984, pp. 143-152.41 l. r. B, tvechg h Md f l amc: Cm, Mm, dCfmm, Gazette, m. 24, pp. 1-85.42 v l. a e. M. rg, t Fw l amc Communication Research,

. 11, m. 2, 1984, pp. 183-202; cx, C. rch, Cuu impm d r-c Md th d l th Media, Culture y Society, m. 19, 1997, pp. 47-.43 J. subh, Bz t: th Dc f amc ifuc Communication

Research, m. 11, 1984, pp. 221-240.44 Ibid., p. 44.


47/128

47

Gbzc, mczc pzc

m mpd d ed Ud,45 cu dc qu

pfc p m d ed Ud d m fu

mj ducd, m qu pgmc c bcupd h mpc d ed Ud

h cud.

e pm cju d ud mpc4 b xpc

pgmc d ed Ud, dd mm cm

ud u cu b u mpc. e g, dc qu

pgmc d ed Ud pud dm f g,

m qu pgmc c m x fc

dd pxmdd cuu. e upc b xpc

pud , p c cm c

fc, ccbm fc cm cc d

xpc c cmpm cc.47 D

cud c Duk, d qu h dmd qu

fcuc d mj mfc c pc cp d

d.48

Estudios de campo

o cju d mp ud c b fc -

cuu d dud z xpc

cmb m d d udc, c fcuc

cmzd c cmpc d qu

. t z u d pm ud d p

m mdd d dcd d , tw, dd t

49

pcu b mpc d dud pc-

d ( cp, tp) qu ( d

u). U d pcp ud d ud d cmp

fu qu xpc fu pcpc d -

d b u pp cuu, uqu cmbb u cud hc

cuu d ed Ud. t bc u ud md

45 J. subh, Bd Md impm Critical Studies in Mass Communication, m.8, 1991, pp. 39-59.4 v mb Ch. og, Md impm d h vdc rcd Journal of Com-

munication, . 38, m. 2, 1988, pp. 93-106.47 s. lg, o h Cug Pbm f Md effc J. Cu M. Guch(d.),Mass Media and Society, edwd ad, ld, 1996, pp. 307.48 K. Duk, t d sx-r acqu. 2: effc British Journal of Social Psychol-ogy, m. 24, 1985.49 M. K. t, sm effc f amc t Pgm Chd Fm Journalof Broadcasting, m. 14, 1970, pp. 229-238.


48/128

48

daNiel Biltereyst

d fc md d pc, fd pcpc c

d udc mpc d fc d mdc.

o ud d cmp xpm m mm dcc,cmpd fuc d xpc d ed

Ud d qu cc qu

. sg Dd P Ch Pk d ed Ud

h d u mm fc, gu qu d,

u b md cdd d pgmc, u fc m

pfud qu dud.50 l u dc qu cdd

c qu g f u pp cuu m fc b

, d md qu hp d mpm cuu cb p

ucm mp.51

e ud d cmp52 d m fc md

db, d c u fc upc d fc cuu.

sub u fu dhc d udc cp

cuu c c, m qu mj d md

ccd/dud cm cmpm. s

mbg, p d gc m cu fc mu d p d cp, pu ccpuz

xj cm u bqu ufm d mj. o pbm cuc

c c m dcc d ubcc qu g

h d xpu .

Correlacin, cultivo y valores culturales cambiantes

a f d , hub fqu m u p f u.ipd p dc d d cu,53 u u gup d u-

d c cdd d m xj/dud

p u d, cud cmb, cm p

d cum, p . U u , pc p u z

xpc c fqu d dpdc, h d om suk o. e

u pm ud, c xpc d

50 D. e. P C. a. Pk, Cuu Dffu: th r fUs tv icd,Journalism Quar-terly, m. 54, 1977, pp. 530-531.51 Ibid., p. 523.52 spk, p jmp, c qu dud qu cd - u d cdd cd, m qu xpc d e-d Ud cmb d cd b cdd. D md qu pcbmu pc fc cud cd c xj. v v. spk, tv

ac h Cd Bd? Journal of Communication, . 27, m. 4, 1977, pp. 40-47.53 G. Gb et al., th Mmg f amc: vc Pf m. 11 Journal ofCommunication, . 30, m. 3, 1980, pp. 10-29.


49/128

49

Gbzc, mczc pzc

ed Ud (cm mp qu pb d) p

d cum Bc. l dcubm p hp d qu

xpc d ed Ud cc p-m c pfc p pduc d ed Ud,

gm c pfc d b cmc.54 o-

ccu qu uqu mdg d gc df

d mc mpd mm ud d dpdc,

ud p dc cud qu p .55 e

gc, mb cu fc d up d g

ju c xpc md, qu fu mp p d

p d cum .56

l gc m mp dc d cu fu cdu-

cd p rb Hwk suz Pg, qu cc

p d xpc d dd c

au u pcpc d c cudd d cdd. e

d cu g c dc qu cd d

ed Ud pc m mp u ccp d dd c

qu pgm gd cm mpc d p d ed Ud.57 l d du fu

m pp cu d mud cu, cm md

pgm pcc dud. l m ccu fu

qu h z p c qu cmc c d pgm

d ed Ud fc p cdd mpd

cm p xpd.58

P ud d cu p mu pc cc,59 uqu ax t u cbd dc qu

c fcuc dud cd c

d dc fp.60 t cb ud d cu-

du gud md d ch, c ud b,

p qu dc qu pgm mpd d ed Ud pu-

54 o. s. o, s tvd Dpdc: a empc appch Gazette, m. 38, 1986,p. 143.

55Ibid., p. 144.56 o. s. o, Pgm rg d l ftvexpu Bz Journalism Quarterly ,m. 65, 1988, pp. 497-500.57 s. Pg r. Hwk, Us Pgm au t: th Cu effc

Journal of Communication, . 31, m. 1, 1981, pp. 103-104.58Ibid., p. 105.59 v G. Wm, img f lf amc: th impc f amc tv i Interna-tional Journal of Intercultural Relations, m. 8, 1984, pp. 185-197.60 a. s. t, et al., amc t h Phpp Journalism Quarterly, . 3, m.3, 1987, p. 144.


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50

daNiel Biltereyst

d u mp fu d p b dud1

cu cu u mg g b ed Ud.62

U gc f dcc qu c mpc d dud C. Jg Gu Kg

Mch Mg fc ud d, ug qu u -

du xpc pgmc ccd/mc pud

fc d.3 e d ud, fz hch d

qu xpc mg ccd pud u

fc cpduc gd pc cuu mpd

ccc cuu c.4 s f cc

cm mcm, cu c uu up-

c b mpm cuu.65

a um ud d cc/cu u d

qu pud b ccu c. M much d

fc muc p d cu cuu, dc qu

fc d xpc m xj/mc, cm

g cmc, u fuc mp. Ju c cc

mdgc hc d cu g, p jmp, dud b dcc d cudd, ug mb dud b

mdd bc d mp d , qu, cm dc B Gu pud

u dcd d ufc d fc d , pu

cdbm cd d pfc d d p

cd. Gu cu gud qu db g m

b cm pcd pcb mg d .67

Usos y gratificaciones

U cu gup d gc d cc c mcz-

c cm fc udc fu pd p fqu d u

1 a. s. t K. such, amc tvd sc sp f amc thd Journalism Quarterly, m. 65, 1988, pp. 48-654.62 a. s. t, s. l, Ch. smp, amc tvd sc sp f amc twd Mxc Journalism Quarterly, . 3, m. 3, 1986, pp. 537-541.3

J. G. Kg M. Mg, Cuu Ch: Us t Pgm K Journalism Quar-terly, . 65, m. 2, 1988, pp. 431-438.4 Ibid., p. 438.65 Ibid. v G. a. B t. l. Mc Ph, a exm f h rhp f Ud s dCd id International Journal of Intercultural Relations, m. 4, 1980, p. 219-321; l.sd, et al., Fg Md d h D emg fm Bz Journal of Communica-tion, . 41, m. 1, 1991, pp. 70-87.67 B. Gu, th Pcp audc J. a. ad (d.)Communication Yearbook, . 11,sg, B H, 1988, p. 27.


51/128

51

Gbzc, mczc pzc

gfcc, qu qum d udc cm b

pcp ud d fc dc d cmucc.8

e ppc uu d md cm c c-, mpcd qu md fuc cud pd

cdd d cp. U c d ud b

fuc d dud fu cducd

p eug t su su.69 Ccd cd a

h Fm, buc dfc gup cmpb d pc-

d cd dud. auqu dud fu

m cp hum m d pgm, u d qu

pgm fc d fz cc x

cd, cu d mb cuu.70

sm ud c bu c u gud ud

b fc pd u gfcc b xpc d

cum dud rc G B. e u ud,

Hu rb h qu u m d u pcd d

xpm pc p d cd d pgm, pc

m d u cc p hc z g pcuhc g dud.71 l pu d d b-

c p p d m fu ufc p qu Hu

rb ccu qu pgm u fc gfc

d xj.72 rc u m x qu p-

gm mpd p g cdbdd cfz/gfcd.73

auqu ppc d u gfcc pcc mpm-

ch, hub pc c qu cup du m. l m d d p u cu

d d mpm cuu dd cdd cdd d

udc, dfcud d qu pgmc xj d

p cmp. e much cc c gc dgd

udc, pdm m u d u gfcc u-

dcd, dd fqu bm cdd cdd d

8

e. Kz, J. Bum M. Guch, Uz f M Cmmuc b h iddu J.G. Bum e. Kz (d.), The Uses of Mass Communications. Current Perspectives in Gratifica-tions Research, sg, B H, 1974, pp. 19-32.69 e. t s. su, agm wh opd tvChc ac Cuu JournalismQuarterly, m. 53, 1976, pp. 199-203.70Ibid., p. 203.71 K. K. Hu J. P. rb, a U d Gfc a f vwg r B

Journalism Quarterly, m. 58, 1981, p. 588.72 Ibid.73Ibid., p. 587.


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52

daNiel Biltereyst

udc.74 tmb cd qu ppc p much f

cmpm ddu, md m u mb

cgc (ub)cuu qu c udc.

Trabajo etnogrfico

e qu gup d c d ud pbm d u-

z cxu qu p xj. Dd u

ppc gfc, gd mp u cg

cu, qu cmz dd u d bj p b

d m qu pud d cc md ud-

c, uzd cc d bc d pcp. e

pqu cdd d ud qu cc fuc cu-

u d dud/ccd dd ppc,

mm cup d ccuc d ducc d

g ( pgmc d ed Ud)

m u p d c mud.

U c d ud b fc d ducc

d c d gk d c d Cd. e uud, G Gzbg qu pdm j

d d d ccd fm cm p p

cju h.75 Cm , u d dc cmb

u . a mm mp, Gzbg cc qu uc

m g pqu h dd gu hbdd

cc d bc c c .76 Hz hcp

d cmp cuu, pcm dgc, d d bc cc d md qu ubdd

xcbd hc () cdcd p u dc

cuu mu c pfudm gd.77

s h hch bj gfc,78 ugd m md

cu gb duc d c

c d cuu cp. e u z bj pgc/

gfc, sb-Mhmmd hb d cmpj ()gcc

d ddd()vis--vis cuu dm xj. a

74 D. McQu,Audience Analysis, sg, thud ok-ld, 1997.75 G. Gzbg, t s Journal of Communication, . 32, m. 1, 1982,43-52.76 Ibid., p. 50.77 Ibid., p. 51.78 J. sz, l g gdDallas Nouvelles Chaines, PUF, P, 1983.


53/128

53

Gbzc, mczc pzc

hc hcp gcc d cp dpc d -

xj/ccd, dch bj uum chz

gzd d fuc cuu:

e bj d u hg ud mm pmd d

d c cuu qu ccu d d mud du-

zd, mbg pm u cu mp d fc qu

f mu cmpjdd cc d cc

cu gb cmp u u. n d c

upc g b fc mdc cuu.79

Anlisis de la recepcin, audiencias activas y politizacin

e u fuz f d gc d udc p

d ch, cm qud cm u dc d d

udc c. e z d d d cpc u

gc cu d udc pd db c

cd d ccudd cc c gc d

fc, ppc d u gfcc c dcd gc d udc.80 l u gc d

udc bcb d fm d gc mpc cu

d udc, bucd g ppc ccfc m hu-

m.81 a, hc df pgu, chzd c

d fc mpzd c u md m md b

x gfc; cdfcc d x; c g-

fcd, cdfcc, x, dcdfcc cx; c mddd d dcdfc.82 a cc

db d mczc/gbzc, ud dd d

udc u mc fu cm cpc d m mu

fcm mpc d pc d gbzc czc,

M c:

79 a. sb-Mhmmd, op. cit., p. 133.80 D. M, Chgg Pdgm audc sud e. s, et al. (d.).Remote Control,rudg, ld, 1989, pp. 1-43.81 K. B. J K. e. rg, F td sch f h audc European Journalof Communication, . 5, m. 2-3, 1990, pp. 207-238.82 D. M, The Nationwide Audience. Structure and Decoding, BFi, ld, 1980; D. M,Chgg Pdgm..., op. cit.; J. C, rppg rcp: am, Ccp d M-hd J. Cu M. Guch (d.),Mass Media and Society(2d dc), ad, ld,1996, pp. 280-304.


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54

daNiel Biltereyst

Cuqu d mcpc qu b d-

cud dm d cmpjdd d pc d cum

(pcpm dmc) c g d qumc pu d cu d dfc mp.83

e m d cpc cuu d m d ed

Ud h d u pc d gc p u g cd d u

ud d udc d mdd d ch d.84 l u

ppc b u u db mdgc dgc b

fc mpcd d mpm cuu, d m

mp b pd d cm cuu c. l f-

c c db h d gc d lb Kz b

c gfcd cuu d D: qu

pd cm mj mf d mczc m

d m ug, cp cum d ed Ud. Ju

c ud qu p, lb Kz mc, p u

d, pmc pu d pgm, p ,

pc c d gcc x cp, ud u pcfc cx c (ub)cuu.

Dbd qu h cc gc pdm

u pu d fc db b gbzc d md,

qum cc u cpc cc.85 Ju c pud

83

D. M, Chgg Pdgm..., op. cit.84 v e. Kz t. lb, oc up tm, D Intermedia, . 12, m. 3, 1984; a.Hj, When Women Watch TV, Dr, Cphg, 1986; t. lb e. Kz, P f im t Fc: a Cmp a European Journal of Communication, m. 1,1986, pp. 151-171; B. oC,Soap and Sensibility. Audience Response to Dallas and Glenroe,rte, Dub, 1990; t. lb e. Kz, The Export of Meaning: Cross-Cultural Readings of Dal-

las, oxfd U P, nu yk, 1990; D. B, rg amc Hgm:a Cmp a f h rcp f Dmc d Us Fc European Journal ofCommunication, . , m. 4, 1991, pp. 469-497; n. M, lc id d impd M-d Journal of International Communication, . 2 m. 2, 1995, pp. 7-23; P. l n. su, aC g h th f Cmmuc impm: th audc rp Fg tvPgm Hg Kg,Australian Journal of Communication, . 22, m. 3, 1995, pp-3-81.P u um cm, D. B, rg amc Hgm, op. cit. D.

B, Qu audc rch, op. cit.85 e pc d t. lb e. Kz, Dcdg D fu pubcd e. Kz t. lb,oc up tm, D, op. cit.; t. lb e. Kz, P f im, op. cit.; t.lb e. Kz, th xp f mg, op. cit. H d bj d bud cm cc ( p jmp C. rch, th Mm f nw Wd ifm d Cmmuc- od: a cd W? Media, Culture and Society, m. 12, 1990, pp. 283-307; C. rch,Cuu impm d rc, op. cit.; H. sch, op. cit.; J. tm, Cultural Im-

perialism, P Pubh, ld, 1991; J. Gpud, The Dynasty Years. Hollywood Televisionand Critical Media Studies, rudg, ld, 1995; Ch. Bk, Television, Globalization andCultural Identities,op U P, Buckghm, 1999; M et al., op. cit.).


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55

Gbzc, mczc pzc

d ud c cm d Dd M,8 i ag,87 Jc rdw88

Ku Buh J,89 pc d lb Kz b D

pdm g c d bj pb d p u dc d gc d udc, d much fm

cmp d ud b md cmucc90. e,

ppc cd udc d bj hc b cm

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bc,91 , cm , cd mm qu db fu

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pcm d qu mm cm dd

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ud cuu p f mpcm pfud

cmb ucu m pc, cmc d md,

c gb, u cmc, c pc.94s cu ud d cpc fm d u gc

d udc d fz dp d pd pc d

cumd d md p g mpu cm

pduc mdc. su mzc d cdd c

d udc z ccd c cbc d cc

b d cumd, qu hb d pcp m c

8 D. M, The Nationwide Audience, op. cit87 i. ag, Watching Dallas, Mhu, ld, 1985; i. ag, o h Pc f empc audcrch i. ag (d.)Living Room Wars. Rethinking Media Audiences for a Postmodern World,rudg, ld, 1996, pp. 35-52.88 J. rdw,Reading the Romance, U f nh C P, Chp H, 1984.89 K. J,Making Sense of the News, ahu U P, ahu, 1986.90 P u dcu, s. M,Interpreting Audiences ,sg, ld, 1993; r. s,Television and Everyday Life, rudg, ld, 1994; D. B, Qu audc r-ch, op. cit.; J. C, rppg cp, op. cit.91 s. lg, audc ch h cd. th impd audc Md dCuu th European Journal of Cultural Studies, . 1, m. 2, 1998, p. 194.

92 J. Cu, rhkg M Cmmuc J. Cu, D. M v. Wkd (d.),Cultural Studies and Communications, edwd ad, ld, 1996, p. 13.93 v J. Cu, th nw rm M Cmmuc rch European Journalof Communication, . 5, m. 2-3, 1990, pp. 135-14; Ph. schg, o n nd(I):Cuu Pc d h Mdg Ph. schg (d.),Media, State and Nation. PoliticalViolence and Collective Identities, sg, ld, 1991, pp. 139-15; H. sch, op. cit.; W. r. sm,ac audc th: P Ppum Media, Culture and Society, m. 14, 1992, pp. 301-11; a. sb-Mhmmd, op. cit.94 M. Fgu P. Gdg (d.), Cultural Studies in Question, sg, ld, 1997; mb

J. McGug, Cultural Populism, rudg, ld, 1992.


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56

daNiel Biltereyst

pc bj gb d rg, thch much

cd eup p d mud.95 e u gud cu

th nw rm M Cmmuc rch,96 Jm Cugu qu u ud d udc pc p

hch d qu much d u md d gc (g

p) ccp c (cm c c d

udc, mp gfcd gd p x,

um d udc) d. Cu dc qu

much d ud mb pcfc d pqu

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b fuc d dgudd ucu d cmuc-

c c. P qu p u du ppc cmc

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95 J. Cu, rhkg M Cmmuc, op. cit.96 J. Cu, th nw rm M Cmmuc rch, op. cit.97Ibid., p. 151.98 v Ch. Bk, t, Gbz d Cuu, p. 113-114; K. rchd U. H. Mhf,Worlds in Common? Television Discourse in a Changing Europe, rudg, ld, 1999, p. .


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57

Gbzc, mczc pzc

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qu um cduc fuj . o, cm dj Jh

sc, ezbh Jck su Cughm:

99 H. sch, op. cit., p. 13; mb W. r. sm, op. cit.100 C. rch, Cuu impm d rc, op. cit., p. 296.101 t. lb J. Cu (d.),Media, Ritual and Identity, rudg, ld, 1998.102 C. rch, th Mm f nw Wd, op. cit., p. 296; C. rch, Cuu impmd rc, op. cit., pp. 48-49.103 a. sb-Mhmmd, op. cit.; J. tm, Cuu impm, op. cit.; e. Mca K. t. Wk, Fm Cuu imp tk vcm, op. cit.; H. Mw, shpf h Fuu, op. cit.


58/128

58

daNiel Biltereyst

P mdd d ch d qu dcu d

mpm cuu f, cm cm

m d dd qu pd xpc. lfmc d m d mud

m b mpc, cmb d pdgm

c, cud pmdm, pcm

d udc c, m fg u cm

ccpu.104

l gc d Kz lb fu mp cu cmp

d pc gc d cmucc c. e

gud md d ch gu , u u

p d db pbc up b md, ddd

fuc cuu dud. e db m b

d c gu d up p c d du

c d , mbud d d c c d

c m cc dm d pduc udu

dud.105 l pc d Cm eup p c upc udu cm106 fu d m c u db pbc b

c mz d fuc cuu dud.

D m gu, dd gud md d ch, c

pc d U eup p mu pg cuu c

udu j j m d mczc gd

pbc (c), c mm gd 1984, 1989, 1991 1993.107

e d c pc pc cuu up

xp bm u angst f df mc,

cc-czc fm d dcb pb fuc

cuu g d ed Ud.

Fu cx c cdmc pc, h h-

c, cud pc gc d Kz lb, c u fuc

104 J. sc, e. Jck, s. Cughm, Pph v J. sc, e. Jck s. Cug-

hm (d.),New Patterns in Global Television, oxfd U P, nu yk, p. 7.105 J. Wk,Hollywood in the Information Age, P P, Cmbdg, 1994.106 Ph. schg, eup Cdc Cmmuc spc,Daedalus, . 123, m. 2,1994, pp. 25-52; Ph. schg, Mdbd d eup U: cuu pcm uw pk cuuu? e. schfhu H. v (d.),De rol van de media

in de multiculturele samenleving, vUB P, Bu, 1998, pp. 55-81.107 e fch f dcum t whu F (1984), a daudu P dpc d dc d Cmudd eup, t whuF (1989), mpmc d dc (1991) db ed Ud, Cmudd eup Gatt b d d cuu md udu (1993).


59/128

59

Gbzc, mczc pzc

mpc d fu fuc cuu g d pduc-

mdc gb/dud. auqu cm fu

pm ud mpc qu cu u d mczc,cm m , cd u m cpc c-

dmc pbc. a dfc d m d ud b

m, cb u mp cbu, cu pdc c-

, b d, dud:

e mj dcd d udd d gc p cp

ed Ud ppc u x cu dNew York

Times qu d dc d lb Cm pp u-

, Times fc m dgc d ud: ...

c c u m mp db b cu d md

mpm mc.108

e c pzc d gc g b Dallas z

db puc d Kz m d g cudd. P h

cpz d cm czd cucc d u cfc d fcc cdmc. e Global Hollywood, tb M

u cu ch lb Kz d fuc cd,

ubcd d d u ccc d mp.109

a d b md p ud d Kz lb,

pc qu cfc fu p d u cucc m

pzd c pp pccdmc dgc; qu, b

d c, dch cfc hb dd hub pd m c qu dd f -

gc d d fcc. l qu u gc b

udc hc cm d Kz lb c

d mpm cuu, fu d mpcm c

mpc b fc ()cuu d pduc cuu

gb/dud; fu, cm c z gu H-

,110 c c d pd c ucu.111

108New York Times, 1 d b d 1986, cd C. rch, th Mm f nw Wd,op. cit., p. 294.109 M et al., op. cit., p. 174-175.110 D. C. H, Bdcg h thd Wd: Fm n Dpm C sc t. lb J. Cu (d.)Media, Ritual and Identity, rudg, ld, 1998, p. 14.111lb Kz cu p qu db ud cd, dmc cuu fc, pqu mu dfc dm fc (th exp f Mg, op. cit., p. 8).expc cm hc qu b md qu g uc,


60/128

60

daNiel Biltereyst

e pc, d qu gc d Kz lb

h m dcud h c d ud

cuu d md. s mbg, m d u dcd dpu d qulb Kz cmz pubc u b D, pc

hb u cc ccc d qu pmd b

pd mb qu u gc d d d

, mc mc, cm gb c.112 U

c amd M, u d pcp pg

d d mpm cuu ch. s b 1987

f Kz lb cm jmp d gc b

p duc dmc c pm dc d b

fuj,113 m d cc mpc d fm d c

p d udc. e ccud c qu dcbm

cm d M b mbgdd d gbzc,

fu udd d ccp d dpdc mpm cuu

qu pud uz p cmpd dqub fuj

mud d fmc cmucc.114 e ccm muu

d udd d d c d gc mb fumcd p s lg,115 qu f H, gu

qu cu c cm pc cuc m cpc d

d mpcc d udc c gm dmcc

. o, cm dj, Dd M:

Dd m ppc, u bj db uu u d

(mc mc) p , g d

m g cu dgc, pc d pd ( d-

m c d cmucc) c d cum, u

fuc d d d ( dm hz).11

uqu m mpcm dc qu d pc qu pud cduc fc (P f im, op. cit., 152).112 v D. M, Wh h Gb M h lc: n fm h sg rm Screen, .32, m. 1, 1991, pp. 1-15.113M. M a. M,Le carnaval des images, edc ahp, P, 1987, p. 134.114M. M a. M, Theories of Communication, sg, ld, 1998, p. 138.115 s. lg, audc rch h Cd, op. cit., p. 20111D. M, thc ohdx: txum, Cucm d h nw ehgph Cuu sud, pp. 121-37 M. Fgu P. Gdg (d.)Cultural Studies in Question, sg,ld, 1997, p. 27.


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61

Gbzc, mczc pzc

disCusiN

Mis limitadas reflexiones se basan en una obviedad toda investigacin es poltica. Cuando laproduccin y circulacin de un cuerpo particular de investigacin se topa con amplio reconoci-

miento en el mundo acadmico, debemos preguntarnos, por qu?

C rch117

Histricamente, la agenda oculta de la investigacin de audiencias, incluso cuando se presentapura y objetiva, es casi siempre su utilidad comercial o poltica. En otras palabras, en lo que de-

bemos reflexioner es en las intervenciones polticas que hacemos cuando estudiamos audiencias.i ag118

soBrelaaMeriCaNizaCiN, laiNvestiGaCiNCieNtfiCaylasaGeNdasPoltiCas

e c cc d ud mpc b fuc

cuu d dud gumb qu

db cm pcbd uz d c m mp d

pc(m dgcm mzd)d mczc dm cuu d ed Ud. e b pud

hc juc cmpjdd d d d c d ud,

p pm x gu ccu pcp.

a pm , fm pdj d p f d

ccu, cu cdcc cc dcc

d fc, cm m d hc gzc. e

b d ud d cdc cmb d cmucc

mdd u c c, cm d cmb

d d gc. a, cu d fuc d md

dud pc cu dd mp dd

d d fqu d gc, gd mg. D m

m gc d udc fc,119 dfc cmp

ud dpb b cu, dd um

dm ggf ( g d cmudd cp), p

d md (, c, ), d mpc dc d

117 C. rch, th Mm f nw Wd, op. cit., p. 293.118 i. ag, o h Pc f empc audc rch i. ag (d.), Living Room Wars.

Rethinking Media Audiences for a Postmodern World , rudg, ld, 1996, p. 45.119 v J. M. Mcld, G. M. Kck Z. P, o Uddg d Muddg Md ef-fc J. Cu M. Guch (d.),Mass Media and Society, edwd ad, ld, 1991,pp. 235-266; D. McQu, audc a, op. cit.


62/128

62

daNiel Biltereyst

gc (u gfcc, ud d cc, ),

cm p d fc (d cud f cg cducu;

mc mc; g c pz), udc udd (pcfc g) m dcc d fc (fu, md

fc; p, g dfd). icu mg

bc (fc, mpc, cpc) pud cu dfcud,

dd d gd pcfc d gc, cm u c

cbu. e pc qu, d m m db d fc

,120 pmzc uc much cu b fuc

d md dud.

e gud ug, dd u ppc mmdgc,

gz d d qu pc hb u fu c pc

mdgc pcfc hch p ud mpc, dcc

d ud ppu b fc cuu. a cc

ud, m qu hc f cc d qu pc

hb u c cu pc mdgc, d d

gc m d fc u. auqu h much m

dcc d fc, dd b fuc mg p h dcm b fc g cuu

cp, db cc dch cc. e cx mu

qu d d gc cu, d cx, cm

ud gfc u gc d udc, d

m u c b pd d md, hcd

f c gcc, pd d udc.

t cm cb s lg, cju d d qu m cgcm d ud, m pqu m

d fc.121 o ppc, cm d cc cu,

d d b fu d u cx d d d,

c d cm ud gum b fc pd.

e c b ug mdgc gum ccu

gfc, u mpfcd, qu cc d c md

d pbbm cduzc ud pcfc b fc.

e u, p upu, p mp ccc fx b dd qu db b mczc c

m pzd. e pc qu pc gc d

120 s. lg, o h cug Pbm f Md effc, op. cit., p. 306.121Ibid., p. 313.


63/128

63

Gbzc, mczc pzc

udc/fc cu pc m u pzd,

db cc qu d d gc pc mdgc

pud cu u cc bc u c pc.e c ug, f dc cm qu Kz lb

fu pm cu upc, b d mp-

c, d fc cuu d dmc ucu d

md. l cpc cc d u ud b D dc qu

mp cc cx hc, ju c gd -

c pc cdmc c qu m pcfc d

gc. e gd pud hb d u fc pzd

pc d ud d gc. e b b

ud mb ub p f d ccm b -

ud mpc b m. s pc cdmc f

bj cud hc c fcuc p

u g p pd u pc pcu db.122 D

u, d m m qu cu g c ud b

u c,123 d qu mb gc cdmc

b fc cuu d pduc mdc d e-d Ud c fcuc h ud c u gd pc m

qu cfc. e dud c c c db b

mczc, qu , cm m dc, u ccp d

mp dgcm cgd.

Sobre la globalizacin y un nuevo vocabulario crtico

P qu gfc d m d ud d pd u fc fuj cuu gb? e cu qu z m-

c cm gc fuu; much m md

cu f d ccu qu b d ud dp.

Mj qum gudz ccc b h uz p-

zd d db gc b gbzc.

Pm, p u d, h u ccc d mp cmb

cx hc d fuj cuu gb, c dc d cc

dpdc (ju c czc, hbdc, gczc), pp d, p mpc d cd g u

d pd. e cx, mp cc cx

122 v, p jmp, H. sch, op. cit., dd mc bj d om suk o.123 s. lg, o h cug Pbm f Md effc, op. cit.


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64

daNiel Biltereyst

pccmc d md, mb gd pc

cdmc c qu m d gc. aqu

fm ucc d ccp f d mczc b d mm gbzc, cm x

cdmc. e mp pc pud m qu uc

dd f ccp, m qu, cm ug

M,124 c df cbu cc p cuqu

d d c pc md dcu fuc

pd d md c.

e gud ug, h u ccc b fu c

dcm pdgmc b fuc cuu d md,

dcu (ccp uzd), pcp dcc -

ud cc mdgc pcfc. e u fqu m

mp pc qu cc mdgc pc dg-

c cb c fcuc. e gfc qu h c pu

mp m pzd dcu pbc b m-

czc gbzc, cm gc cfc b

u. e pd u pbm, p cd gudb c, cu cmpcd cm cp d m

gum ccu.

adm d u ccc mdgc ufx, pc c-

cc d df d gc. e

gfc qu dbm dgu fm d pd m

d c ucu fc, d c d bj,

cu bj d udc. Dpu d d, cm dcm c d Kz lb, pc qu u cpc cc u u fc b-

fc m mp cpc d cdd d uz u fqu

muppc hc pd d md gb.125

124 M. M a. M, Theories of Communication, op. cit.125 agdzc J G. Bum u cm ugc.


65/128

65

NaNCyMorris*

e dcu b cmucc gbzd c fcuc

cuch dcm b fc d md mpd

cuu ddd c. U m d gum qu

cuu uc c mg d xj

qu md mpd. e cu cu cm cc-

m u cuu uc qu cu u d ddd cuu.

Bd d much cmp, qu h c cm u cuu pu, qu cc cuu mp h d

m qu ddd cuu m c d qu p

g cd. Cc ppu d fuj d

md cduc cdc d pu fc g d

md xj ddd. s mbg, dch cdc

mpc bd d d gu md mpd, cu-

ccu c u dcu d z p hc .

MedioseideNtidad

U upc fudm dcu b pduc mdc m-

pd qu x u p d c cum d md

m ddd. l c bc qu cum d dm-

d md mpd cduc dmuc dpc d ddd cc, uum pcfcd cm ddd c

c. e upc h xpd ccu pc, cuu

cdmc p d d d d.

el Mito De la CUltUra no aDUlteraDase enFrenta a la aMenaZa

De los MeDios iMPortaDos

* Pf cd Dpm d tm, tcmucc Md M- Udd d tmp. tu d Cd UnesCo d Cmucc Uddaum d Bc.


66/128

66

NaNCyMorris

l pm dcm b c cu pub-

cc b mpm cuu, qu gub qu d p-

duc mpd uc md d d ddd.1U mp d p d pcm 1976 qu ed

czd mp u p d czc cmpb

c pm c.2 U cmdc d UnesCo pbd

mm bc qu md m db mz

ucdd d cuu pjudc u cdd.3ehu Kz, u cdmc

d d cmucc, pgu: Pud cuu uc

b u md?4, fu pm c pu.

M cm, h d cd hmgzc cuu, pu

gu p qu cmp gbzc. Du c-

c d Gatt, Fc jufc u pc b cmc d c

bd gum cuu. Cm dj u dc

d c fc:

e c u hcu p u md d d, u dm, cumb

pgu U p pud cf mgc d d upbc cuu xj Dbm pg u pp

ddd.5

l U d Md eup gu 1993 qu dmd

mpd mz ddd cuu up d u

dmcc d eup C o p qu m-

u pp dc fmc d u u ddd.

eCd, u pz d du fmc d Qubc dj qu c

mp p cu d ddd. a f cm

mg xj cb c pfud d.7

1 a Dfm amd M,Para leer el Pato Donald: Comunicacin de masa y colo-nialismo, sg XXI, Mxc, 1972; C. Hmk, Cultural Autonomy in Global Communications,lgm, nu yk, 1983; Hb i. sch, Communication and Cultural Domination, M. e.shp, nu yk, 1976.2 K. ndg Hb i. sch, National Sovereignty and International Communication,

abx, nu J, 1978, p. 267.3 M. th Kh K. th, tmg Md: twd nw Pdgm aMhmmd (d.),International Communication and Globalization, sg, ld, 1997, p. 111.4 ehu Kz, C auhc Cuu su nw Md?, Journal of Communication, . 27,m. 2, 1977, pp. 113-21.5 Z. H, Juc Ppx, Guardian International, dcmb 29, cc. 2, 1993, p. 12. e. luc, Bdc spk ou ag F td tvshw, The Guardian, cub 8,1993, p. 17.7 Cd C. Hk, s. McFd a. F, Global Television and Film, Cd, oxfd,1997, p. 82.


67/128

67

e m d cuu dud

G Fh, u dpmc cdmc d ed Ud,

qu p m p d g cdd

dc, d cuu c u mzp cuu qu h p gc gfcd

d d d.8 e amc l, J M Bb pcup

dcm cuu,9 cud cuu pd u g

d dmd d mcd bb

dmd fuc x. l g Bz s

cmp ddd dc qu fu b g d

mp c p, cud md m fc

d u cd mu c d cz dc.10

rchd P, u ggf bc qu cc

cuu c, g dc dc hc

pducc d u m mud, u cuu mud ccu

dpc d ccc g qu fu dd pcfcdd

c d pd hum.11

F cm dc cuu pcfcdd c f

cuu mch qu pcb d u d fucx. l ccc g d mp dcb

ddd c. P cb dcu, u c d-

f m c. l dfc d D McQu u dc

d cmpj c d ddd c: u d d gup

d pc u ccdd pcu c bu cmpd (d

ug, dm, cuu) u d d xcudd.12 Cm m

ccc g dm, df ddd cm u cud, cm u cmpm. Dch fmuc b dcu,

p d g d m cm uz dcu-

.13 thm K. Fzgd, p jmp, bc u dfc

cmpm cuu, cu pud dc, pc

ddd c, qu pud u pd dd cgc.14

8 G Fh,American Communication in a Global Society, abx, nu J, 1987, p. 18.

9 J M Bb, Cuu Dcg d Pmp f id,Media Development,.44, m. 1, 1997.10 Bz s,Escenas de la vida posmoderna, a, Bu a, 1994, pp. 113-14.11 rchd P, Wd Cpm d h Duc f rg Cuu r. J. Jh P. J. t,A World in Crisis? Geographical Perspectives, B Bckw, oxfd, 1986, p. 195.12 D McQu,Media Performance, sg, ld, 1992, p. 264.13 B. ad,Imagined Communities, v, ld, 1983; J. tm, Cultural Imperialism,P,ld, 1991.14 thm K. Fzgd, Md, ehc d id P. sc, P. schg C. spk(d.), Culture and Power, sg, ld, 1992, p. 127.


68/128

68

NaNCyMorris

l ddd qu cd mzd p md

mpd p g ccb cm ddd c

cuu bd u qu p d pc u edpc, u c ed u gup c. e ud cup

d much ddd qu cd p p mum

g, pc fm, cupc dm. tmb p p

hgdd uz cu dpud d d u gup

cuqu.15 n b cmpjdd, c qu pb

hb d ddd cm u ccc cmpd d u gup c.

PurezaCulturalyMezClaCultural

l d d qu md mpd hc qu mmb d gup

c c pd u d d mm cm p d u

ccdd xp c fcuc cm m duc d

puz cuu. y qu ddd xp cm ccbm

md mb qu p u gup, gu m qu xpc mb xj pd p md

mpd db d mb c um

mpc. Dch m xp u pc puqu qu

m d pc d p cb d ed Ud

p, pu pb qu u fc g mb d

ddd puqu cm dm p, cm

cmpm: l p cb h pu dm g cd c [puqu] qu dd u

cdd d p cb cmz dfu d hum,

hum dud, md d d dud, dfc c

d dud md d , dcmd pqu.1

Pc qu qu xp dch m um qu pdd d

ddd p u pc d md hpdmc . l md

mpd x u ddd x ug c mpd.

Mj Fgu m m d hgm cuu gb,mcd qu f qu cum d mm m ppu

15 n. Ghm, th M Md, Cuu id, d h Pubc sph h Md Wd,Public Culture, . 5,1993; s. H, iduc: Wh nd id? s. H P. du G(d.), Questions of Cultural Identity, sg, ld, 1996; P. schg,Media, State and Nation:

Political Violence and Collective Identities, sg, ld, 1991, p. 174.1 n. M,Puerto Rico: Culture, Politics, and Identity, Pg, Cccu, 1995, p. 143.


69/128


70/128

70

NaNCyMorris

mc.21 ngu u md mpm dpd m

cdd cp. aju appdu h hch pc

d ucm u g dd d cdd:

t pdm cm fuz d mp g

u cdd, d uc d u md u :

c p mc d d, cm p

cc m, pccu cuc.22

U c mmb d dcu m gczc.

s u cm mcdc p dcb dpc db-

d d pduc mcd c.23 e c, pb

h d d fuc, qu pd fuz gbz-

d b bj, cm mcd cp mm

pc c, u z mdd p pc d

bj hc b d czc.24Mtvp u jmp d g-

czc ucc d md. s b cp fuc

mucuu u pgmc dud, mb pd c d c u fqu czd a eup

pduc cd z m pgmc czd p g.25

l mc cmd p jmp d hbdc gczc

cuu mudcc. l mc ed Ud cm

fuc fc mc. l mc gg, cm

dfcb cm jmqu, d d c c d cu cuu-

c, cud pcu fc, hm fp, b d up, cp cb umb,

cm rythm and blues d ed Ud.26

l dc hbd d m d p. l m,

qu cdb u mc mm d cc , cc-

eup h qu C p dd nu Mud. rmd

sk dcb mzc cuu cu m qu, c gu-

21 s. luk, thNewF f 2000,Parade, , m. 1, p. 12, 2000.22aju appdu, Djucu d Dffc h Gb Cuu ecm,Public Culture,. 2, m. 2, 1990, p. 5.23 r. rb, Gcz: tm-spc d Hmg-Hg M. Fh-, s. lh r. rb (d.), Global Modernities, sg,ld, 1995, p. 28.24 M. th Kh K. th, op. cit., p. 148.25 M. Bw, yd, h Wd, The Guardian,ju 1, cc. 2, 1997, pp. 8-9; a. swg,Mtvbcm Pp od, The Guardian, m 3, cc 2, 1995, p. 12.26 P. Mu, K. Bb M. lg, Caribbean Currents: Caribbean Music From Rumba to Reggae,tmp U P, Phdph, 1995, p. 14.


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71

e m d cuu dud

pc cmb d pb, pcb mb: l cc

uc c m cud d cuu cu

cc, j cc uc mu, qu gg u p gd j c pu pdd.27 l cu-

muc cmp h ppcd dch cc cu-

, cm pzz c p mzc d dc cc d

mdhaggis pakor, gczc d f d McDd:bagels d

hu c jm ed Ud, hmbugu d c id.

l xc d pm, mzc cmb cuu h mc-

d cx. e u dcu b cm, cg

sm Pk cm:

l cuu u fu mp d puz c, qu

, cdc g, uj c bc dp-

c. l cdd f d c p cguc m-

d qu cp pc d cuu , m

mp qu pmc d fm cuu gu.28

e pg r rd gum qu m cuu cm u

pc, cmb, m qu ucu, c d pdub

d cdd.29 rd cc pg p g c

z b qu h md d p cuu ,

bd mg mpc d gup cuu c:

e p mud pc, c d u cuu u-

c cm u u ch m um pc

b l cc dpdc gb h pu cd z

m dc qu m cm

dmd m hmg cm u z cm.30

D m m, cu edwd sd dc qu p p mp,

d cuu mzcd; gu c pu, d

hbd, hg, xdm d d mc.31

27 rmd sk, Why We Eat What We Eat: How the Encounter Between the New World andthe Old Changed the Way Everyone on the Planet Eat, tuch, nu yk, 1991, p. 15.28 sm Pk, nm Cuum,Politics, . 15, m. 1, 1995, p. 8.29 r rd, Culture and Truth, rudg, ld, 1995, p. 102.30 Ibid., pp. 209 217.31 edwd W. sd, Culture and Imperialism, vg, ld, 1993, p. XXiX.


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72

NaNCyMorris

auqu cg md, cm mp h c-

d cdc pudd p hbd, mzc cuu

dpd d fuz. e mucg ah sg dc, p jmp,qu cmb muc amc d d cdd pcm-

b, qu cmcb , cqub , mcb

pd c cc d .32 l ppc

d m xc ccz cuqu cu d cuu,

qu h cd c fu u z xc. l m d

cuu uc qu p gu mmb d u gup

xj cm xp d ddd c b pd pduc

d u cmb cuu , cm c n Gbu: l

hb d d ad p c c qu u mc

d d p d gXvi. l j m pd p

d p.33 Md c pm mdc

cuu, dc uc c c u fuc.

D hch, cm h gud Hc nwcmb, dch cmb

cuu c, u xfbc, h p.34

estruCturasProfuNdasyreCoNfiGuraCiN

l fcuddd d fm cuu d mud db much u -

cc cu. l mc cb, p jmp, xhb mm mp

u uc cu u c cuu:

Mc cm , reggae zoukh md d pp fu

d Cb, d ddm c. s mbg,

pc gfc u cpc gb d mc cb,

pu pp g u mc mgd c d fu-

d m dmc c. P m c,

mc cb h uc cmbc d d -

32ah sg, Pfmc d id: Pbm d Ppc C. e. rb(d.),Musical Repercussions of1492: Encounters in Text and Performance, iu smh,

Whg, D. C., 1992, p. 452.33 n H. H. Gbu, iduc: th a f h Fuh Wd n H. H. Gbu(d.),Ethnic and Tourist Arts: Cultural Expressions from the Fourth World, U f CfP, Bk, 1976, p. 11.34 Hc nwcmb, oh Pp Fc: Cuu appp, Cuu ig d i- Md sg e.G. Mca K.t. Wk (d.),Mass Media and Free Tra-de: NAFTA and the Cultural Industries, U f tx P, au, 1996, p. 95.


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73

e m d cuu dud

c fzc cuzd cb, c fcuc hd

dc cuu buc d pc.35

l c pm cuu, dd cm d

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Elementos tradicionales culturales= elementos culturales de

estructura profunda= contexto cultural existente para

productores de medios=prefiguracin

ms

Innovacin/asimilacin de elementosculturales externosgenera:estructuras superficiales culturales

configuracin:la audiencia consume/interpretael contenido de los medios

refiguracin: las reacciones de la audiencia entran en el msamplio contexto cultural, retornando eventualmente paraconvertirse en parte de la estructura profunda cultural establecida.


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Diálogos. Fórum Universal de las Culturas Monterrey 2007. Comunicación vol. 2