HIV/AIDS, soap operas and young viewers: exploring the intersection of media effects and reception analysis and its implications for health communication

Autores/as

  • Rafael Obregón Universidad del Norte, Colombia

Palabras clave:

Salud, medios de comunicación, telenovelas, estudios

Resumen

Con base en grupos focales y entrevistas a profundidad, este estudio analizó cómo televidentes jóvenes se relacionan con mensajes de salud centrados en vih/sida y sexualidad en dos telenovelas colombianas. Con base en datos cualitativos y en teorías como aprendizaje social, interacción parasocial, análisis de cultivación y estudios culturales, la investigación estudió los efectos de los mensajes a nivel de actitudes y comportamientos y la construcción de significados. Los resultados sugieren la existencia de algunos efectos entre los televidentes, pero también un proceso continuo de negociación y reinterpretación de mensajes. Los participantes, en forma alterna o simultánea, negocian significados de temas de salud y reportan cambios actitudinales y de comportamiento. Los resultados tienen implicaciones para investigadores y profesionales de la comunicación en salud, quienes a menudo ignoran la experiencia de recepción de medios y privilegian una mirada centrada en efectos de los mensajes.

Biografía del autor/a

Rafael Obregón, Universidad del Norte, Colombia

Associate professor, school of telecommunications director, m.a., communication for development studies, ohio university athens. Associate professor, social communications program universidad del norte, barranquilla (colombia). ph.d., interdisciplinary program in mass communications, college of communications, the pennsylvania state university. m.a., communications and social development, Ohio university.

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Publicado

2022-01-06

Cómo citar

Obregón, R. (2022). HIV/AIDS, soap operas and young viewers: exploring the intersection of media effects and reception analysis and its implications for health communication. Investigación &Amp; Desarrollo, 13(2), 250–279. Recuperado a partir de https://rcientificas.uninorte.edu.co/index.php/investigacion/article/view/998

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Artículos de Investigación