La batalla por las audiencias

Garmendia Larrañaga, Maialen

Publication year:

1997

Publication place:

Donostia-San Sebastián

ISBN:

84-89516-62-6

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Summary

This report introduces the contributions of viewing and cultural studies to the analysis of the television audiences. In the current panorama the traditional audience indexes have produced profound hesitation in the public as well as in some sectors of advertising that are quite seriously beginning to question their use. For this reason, the use of qualitative techniques may contribute to the procurement of knowledge on what spectators are really like.