HIV/AIDS, soap operas and young viewers: exploring the intersection of media effects and reception analysis and its implications for health communication
Palabras clave:
Salud, medios de comunicación, telenovelas, estudiosResumen
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.
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