His Master's Voice: Television in Argentina. A Case Study of Cultural Penetration
1984; Wiley; Volume: 18; Issue: 1 Linguagem: Inglês
10.1111/j.0022-3840.1984.1801_92.x
ISSN1540-5931
Autores Tópico(s)Media and Digital Communication
ResumoWhile Flora's article deals with alternatives developed by Latin American governments to offset the impact of cultural penetration by developed countries, Edmond Rogoff presents us with a case study of such penetration. He examines the extent of United States originated programs in the metropolitan Buenos Aires area during four recent weeks. Only briefly (1968–1972) during the last twenty‐five years has Argentine television programming been free from domination by foreign—mainly United States—material. Currently, virtually every time slot is filled with American‐made programs of 1960 or 1970 vintage or with feature films imported from this country. While Rogoff declines to deal with the consequences of such mass importation of programs, he does provide us with valuable specific data which seems to corroborate the cultural imperialism thesis elaborated by Armand and Michelle Matterlart, Kaarle Nordenstreng, Herbert Schiller and others.
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