Latin America: Sport And Telenovelas? Lozano, J, (2007) “Latin America: Media Conglomerates”

879 words - 4 pages

Introduction
The chapter I will be critiquing is titled “Latin America: media conglomerates” written by José-Carlos Lozano, from Artz, L & Kamalipour, Y, The media globe: trends in international mass media. In this chapter Lozano (2007) is trying to discover how the Latin American audiovisual space has changed over time to what it has become in present day. This is told by finding about dominance of US media on Latin American mass media systems and how it has changed from the 1970s to present day. The main argument suggests that in the 1970s and 1980s, the Latin American mass media system was very much dependant on the US as a whole adopting their media system entirely. As time moved on this lessened right until present day where Latin American media dominates open-TV primarily with Telenovelas. However, genres such as fiction are still popular by the US media on open-TV and predominantly paid-TV. Lozano (2007) believes that although more Latin American media is now being produced, it is also being co-produced around the world (including the US) with US content still dominating in fiction and movies since the 1970s within Latin America.

Critical evaluation
Lozano (2007) himself predominantly researches in international, political and mass communication areas having written over 40 journals within those areas. He presents the chapter very much in an impartial situation having worked from previous theorists and their theories to provide a base for his own research.

• Lozano (2007) mentions that scholars in present day in Latin America are using the terms, “cultural proximity”, “cultural linguistic markets” and “cultural discount” to endorse the production of Latin American media. Due to the present performance of the Latin American cultural linguistic market, the Latin American audiovisual space has had potential to change drastically with more English speaking individuals in the region.

• With the philosophy of cultural proximity and research it has been found that Latin American programming has increased in distribution to local countries in Latin America in recent years.

• Although Telenovelas are a major part of Latin American television, US fiction movies are widespread across the whole region. This contradicts the cultural proximity hypothesis due to the low cost of importation into Latin America for a difference of culture and language.

• With Latin American audiences being so close together, do they prefer each other’s content or content from outside the region? With an exception, Mexico, it was found that local programming was much preferred than regional. The exception being: male upper-class youngsters preferring US content.

• Could the concept of asymmetrical interdependence, “relationships in which countries find themselves unequal...

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