----------------------------Original message----------------------------
> You say Schiller's model is based on "the crudest conception of audien-
  ces. Indeed, Schiller may be (he is) a "dependista", but who did
  research to prove the contrary ? Of course, I know the theory of "a more
  balanced television flow", some even talk about reverse media imperialism
  referring to the exports of mexican and brazilian telenovelas. I also
  know that worldwide people prefer national programs to imported
  products.
  Where do I find the results of reception research in Latin America ?
  Some scholars argue the telenovela is a latinised copy of US-series.
  What does the telenovela mean to the brazilian viewer, to the mexicans, ...
  and what does "Melrose Place" mean to them.
> ----------------------------Original message----------------------------
> The first thing I'd suggest is expanding your theoretical base beyond
> Schiller's "classical" cultural imperialism/media imperialism model,
> which I find reductive and paternalistic, with only the crudest
> conception of audiences and patterns of reception (i.e., it's pretty much
> the post-Frankfurt School mass culture picture of viewers as drooling,
> passive slaves of the culture industry).
>
> As a corrective, a good place to start is John Tomlinson, Cultural
> Imperialism (Baltimore: Johns Hopkins UP, @1992).  And there has been
> some publication on telenovelas in English-language journals--somebody
> want to post specific citations?
>
> Steve Fore
> U of N Texas
> [log in to unmask]
>
 
 
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