USA

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.

USA

This article explores the consumption patterns of local and foreign film and television content of Mexican audiences living in the Northeast region of the country, a region bordering with the United States. Based on telephone surveys in four of the largest cities in the area (Reynosa, Monterrey, Saltillo and Torreon), the study presents data about television consumption that suggest that cultural proximity factors are stronger in Mexican northerners than their geographical, commercial and historical proximity to the US. The concept of cultural discount seems to apply in this part of Mexico, due to the differences in language, practices and traditions despite the proximity and familiarity with US culture (except in the case of Hollywood films, as in many other countries in the world).

USA

Contextualization in the interpretation and evaluation of discourse in medical encounters focuses on three levels: (a) the practice setting itself; (b) the professional, institutional, political, and sociocultural contexts; and (c) the ethnic, racial, educational, class, and/or gender standpoints of participants (Sharf, 1993). Calls for contextualization have resonated with those who study health information dissemination aswell. For example, communi cation campaigns require the collaboration of a variety of professionals with different levels and areas of expertise. Institutions ranging from private foundations to governmental agencies to local advocacy groups affect the agenda, priorities, and the form and content of health messages. The political and sociocultural dynamics of the broader society also undergird the process, and may include concerns such as the economic forces of poverty, job loss, and underinsurance or lack of insurance.

El estudio micro nivel de los procesos de decisión responde a una perplejidad inicial sobre un fenómeno que apareció en 2006 en las elecciones presidenciales de México que los autores llaman el votante desencantado. Los autores encontraron en su estudio longitudinal y cualitativo que los participantes en el estudio expresaron una extrema insatisfacción con la política, los políticos y el advenimiento de una joven democracia que promovía el voto. Controles después de la votación revelaron que los participantes en realidad sí votaron. En este artículo los autores argumentan que esta constelación inverosímil es explicada por las valoraciones emocionales de los mensajes de las campañas mediadas sobre un candidato presidencial polarizado. Fundamentado en la posición de clase de los individuos, la valoración emocional de este candidato generó miedo.