Abstract
Discussions about the active character of contemporary audiences tend to be centered on new communication technologies and on the possibilities of content production offered by these technologies. This article, in contrast, proposes that we pay attention to the political character of certain media activities and to non-technological factors that influence the changing relation between audiences and media. Specifically, we focus on promotional culture as an important drive for activities aimed at influencing-and not directly producing-media content. This approach is illustrated through a case study about the relationship between female slum community leaders and the media in Chile. These women interact largely with traditional rather than digital media, motivated by the need to challenge the image of them proposed by those media, and promote their demands. We argue that the study of audience participation in a neoliberal society like Chile must recognize promotional strategies as not exclusive of certain social groups, but as increasingly widespread throughout society.
Translated title of the contribution | Female slum community leaders and media activity: Beyond the Internet |
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Original language | Spanish |
Pages (from-to) | 29-42 |
Number of pages | 14 |
Journal | Cuadernos.info |
Volume | 33 |
Issue number | 2 |
DOIs | |
Publication status | Published - 2013 |
Bibliographical note
Funding Information:The authors wish to thank Dr. Mohamed Abid for his helpful technical support. They also would like to acknowledge the financial support of this work by grants from the General Direction of Scientific Research (DGRST), Tunisia, under the ARUB programme.
Research programs
- ESHCC M&C