Theoretical approaches and methodological strategies in Latin American empirical research on television audiences: 1992—2007

Abstract

This article reports the findings of a review and methodological critique of 96 Latin American empirical studies on television reception published between 1992 and 2007 in the most important journals of the region. The analysis compares the studies according to their theoretical approach, the research technique used, their sample size, the type of audience members studied, the type of television content researched and the scholars mentioned the most in their references. Findings show that Cultural Studies is by far the most popular theoretical approach in Latin American audience research, and that two of the topics covered the most were television and daily life and the importance of social and cultural mediations. The article also concludes that many studies lack a solid methodological base. Morley, Orozco, Martín-Barbero, García-Canclini and Lull were the scholars mentioned the most in the reference sections. The article ends with a diagnosis of the strengths and weaknesses of current Latin American empirical research on television audiences and points out the need for more methodological rigor and more emphasis on the analysis of ideological readings and impact.