The use of social imaginary as a research methodology and analysis technique was developed from a qualitative methodology called ASBI (análisis semántico basado en imagenes). Here, the application of this methodology is described with respect to TV Azteca and its offerings. The analysis is used to underwrite analysis that involves information from ratings, quantitative analysis, focus group and panel research, genre theory, and research about what I call the “social imaginary.” This model has been pioneered and applied to the production and broadcast of telenovelas. It is now being developed for use in news programs and in entertainment. The study reports work done for the TV Azteca chain in Mexico.
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