Between ideology, hegemony and resistance: The modes of address as a dialogue between the production and the audience of television products.

Authors

  • Simone Maria Rocha Universidade Federal de Minas Gerais

DOI:

https://doi.org/10.4013/fem.2011.133.04

Abstract

Starting from a review of the structuralist and culturalist paradigms, whose analytical models were important from the perspective of cultural studies since the ’1970s in research on media products, this paper resumes the discussion around the possibility of analyzing modes of address. This perspective allow us to show what is characteristic of television language and also to deal with the specificities of the product’s social and cultural context, leading us to affirm the close dialogue between media texts and cultural reality.

Key words: cultural analysis, ideology, hegemony, resistance, modes of address.

Author Biography

Simone Maria Rocha, Universidade Federal de Minas Gerais

Doutora em Comunicação e Cultura pela UFRJ com pós-doutorado em Comunicação pela UFMG. Professora do PPGCOM/UFMG e coordenadora do Grupo de Pesquisa em Comunicação, mídia e Cultura.

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Published

2011-03-09

Issue

Vol. 13 No. 3 (2011): September/December

Section

Articles

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