Re-­visitando los estudios de recepción/ audiencias en Colombia Revisiting the study of audiences in Colombia JORGE IVÁN BONILLA VÉLEZ1 EOSURSyVLWRGHODUWtFXORHVDQDOL]DUDO-­ JXQDVFRQWLQXLGDGHVGHVSOD]DPLHQWRV \UXSWXUDVHQORVHVWXGLRVGHUHFHS FLyQ\DXGLHQFLDHQ&RORPELDGXUDQWH ODV~OWLPDVFLQFRGpFDGDV6HSODQWHD TXHORVHVWXGLRVVREUHODUHFHSFLyQ DXGLHQFLDV KDQ SHUGLGR VX YtQFXOR SROtWLFRHOFXDOKDVLGRVXVWLWXLGRSRU XQDYRFDFLyQSHGDJyJLFDLQWHUHVDGD HQODUHFHSFLyQFUtWLFDGHPHGLRV(VWR KDPDUFKDGRSDUDOHORDXQGHVSOD]D-­ PLHQWRGHORVVXMHWRVSRSXODUHVDORV VXMHWRVLQIDQWLOHV\MXYHQLOHVHQHVWH WLSRGHHVWXGLRV This contribution reviews the con-­ tinuities, shifts and ruptures in the research agenda of reception analysis LQ&RORPELDLQWKHODVW¿YHGHFDGHV The argument is made that in the study of audiences researchers are increas-­ ingly interested in the pedagogical –as opposed to the political–, dimension RIPHGLDUHFHSWLRQ$WWHQWLRQWR\RXQJ publics has also replaced the previ-­ RXVO\GRPLQDQWIRFXVRQSRSXODURQHV P ALABRAS CLAVE UHFHSFLyQ DX-­ GLHQFLDVFRQVXPRFXOWXUDOHVWXGLRV GHFRPXQLFDFLyQ KEY WORDS: Reception, audiences, cultural consumption, communication VWXGLHV 1 Universidad EAFIT, Colombia. 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Gazette, 5 $Q]ROD3&RRSHU3La investigación en comunicación en Colombia%RJRWiDESCO/ACICS. $UDQJR**RQ]iOH]07HOHYLGHQFLDVMXYHQLOHVHQ&RORP-­ ELDIUDJPHQWDFLyQJHQHUDGDSRUXQFRQVXPRPXOWLFDQDOPalabra Clave, 12 $UDQJXUHQ)%XVWDPDQWH%&KDFyQ0Usos pedagógi-­ FRVGHXQDWHOHYLVLyQGHFDOLGDGSDUDQLxRVQLxDV\MyYHQHV5HFX-­ SHUDGRHOGHMXQLRGHGHKWWSZZZFQWYRUJFRFQWYBERS HVWXGLRVDFDGHPLFDVXBGLVWULWDOSGI $UHYDOR05RED\R9$QiOLVLVGHFRPSUHQVLyQGHXQDSHOt-­ FXODSHFXDULD³/D&DQWLQDGH-RVp'RORUHV´%RJRWiICA. $UHYDOR09LFWRULD)Canales de comunicación que uti-­ OL]DQ ORV FDPSHVLQRV GHO 3UR\HFWR GH 'HVDUUROOR GHO$OWLSODQR GH 1DULxR%RJRWiICA. $VWUR](&DWDxR05DPtUH]&5RGUtJXH]$/RVQLxRV \ODVUHJODVGHUHFHSFLyQWHOHYLVLYDHQHOiPELWRGRPpVWLFR%RJRWi CTNV/8QLYHUVLGDG6DQWLDJRGH&DOL'RFXPHQWRPLPHRJUD¿DGR %DUyQ/5RGUtJXH](:LHVQHU60DUWtQH]0Internet, guerra y paz%RJRWiCINEP. %DUyQ/9DOHQFLD00HGLRVDXGLHQFLDV\FRQÀLFWRDUPD-­ GR5HSUHVHQWDFLRQHVVRFLDOHVHQFRPXQLGDGHVGHLQWHUSUHWDFLyQ\ PHGLRVLQIRUPDWLYRVControversia, 178 %DUULRV$/RVMyYHQHV\ODUHGXVRV\FRQVXPRVGHORVQXHYRV PHGLRVHQODVRFLHGDGGHODLQIRUPDFLyQ\ODFRPXQLFDFLyQSigno y Pensamiento, 54 5HYLVLWDQGRORVHVWXGLRVGHUHFHSFLyQDXGLHQFLDV 97 %HOWUiQ/3UHPLVDVREMHWLYRV\PpWRGRVIRUiQHRVHQODLQYHV-­ WLJDFLyQVREUHFRPXQLFDFLyQHQ$PpULFD/DWLQD(Q0GH0RUDJDV (GSociología de la comunicación de masasSS%DUFH-­ ORQD(GLWRULDO*XVWDYR*LOL %HQDYLGHV-³(VR\DVHVDEH´HVLQVX¿FLHQWHSDUDKDEODUGH FRQVXPRGHPHGLRV(Q00RUHQR(9LOOHJDV&RPSVComu-­ QLFDFLyQHGXFDFLyQ\FXOWXUD5HODFLRQHVDSUR[LPDFLRQHV\QXH-­ vos retosSS%RJRWi3RQWL¿FLD8QLYHUVLGDG-DYHULDQD %HUQDO$ /ySH]$ 0HGLQD - Formación ciudadana y FRQVWLWXFLRQDODWUDYpVGHODWHOHYLVLyQXQDSURSXHVWDGHMyYHQHV para jóvenes0HGHOOtQ&DQDO8QLYHUVLWDULRGH$QWLRTXLDCNYV. %HUQDO+Los líderes de opinión y su importancia en el desa-­ UUROORGHODFRPXQLGDG%RJRWiACPO. %HUQDO+,QYHVWLJDFLyQVREUHHOLQÀXMRGHODHVFXHODVUDGLRIy-­ nicas en la promoción de las innovaciones%RJRWiACPO. %UDXQ-Communication, non-­formal education and national development: the Colombian Radio Schools. 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(DVW/DQVLQJEE.UU0LFKLJDQ6WDWH8QLYHUVLW\ %UXQQHU--8QHVSHMRWUL]DGR(QVD\RVVREUHSROtWLFD\SROtWL-­ cas culturales6DQWLDJRGH&KLOHFLACSO. %UXQQHU--6XQNHO*&RQRFLPLHQWRVRFLHGDG\SROtWLFD 6DQWLDJRFLACSO. %XFNLQJKDP'(GXFDFLyQHQPHGLRV$OIDEHWL]DFLyQDSUHQ-­ dizaje y cultura contemporánea%DUFHORQD3DLGyV %XVWDPDQWH%$UDQJXUHQ%&KDFyQ0Propuesta de un PRGHORSHGDJyJLFRGHFRPSHWHQFLDVWHOHYLVLYDVFRQ¿QHVHGXFDWL-­ vos%RJRWiCNTV/8QLYHUVLGDG'LVWULWDO)UDQFLVFR-RVpGH&DOGDV &DGDYLG$'HONOMICDODQHFHVLGDGGHDEULUXQDEUHFKDGHVGH ODVFXOWXUDVSRSXODUHVSRQHQFLDSUHVHQWDGDHQHOSegundo Semina-­ rio del Grupo de Trabajo de Comunicación%XHQRV$LUHVCLACSO. &DGDYLG$4XpOHKDFHODUHDOLGDGDORVPHGLRV$QiOLVLV, 53, %RJRWi &DGDYLG$0RUHQR2(YDOXDFLyQFXDOLWDWLYDGHUDGLRDX-­ GLHQFLDV SRU OD SD] HQ HO 0DJGDOHQD 0HGLR FRORPELDQR Signo y Pensamiento, 54 -RUJH,YiQ%RQLOOD9pOH] &DOOH1*DUDYLWR$/DRSLQLyQGHORVQLxRV(Q&9pOH] &RRUG7HOHYLVLyQLQIDQWLOYRFHVGHORVQLxRV\GHODLQGXVWULDWH-­ levisivaSS%RJRWi&RQYHQLR$QGUpV%HOOR)XQGDFLyQ 5HVWUHSR%DUFR &DVWUR*(OOLEURURMR7HOHYLVLyQFULPHQ\YLROHQFLD%RJRWi 3UHVHQFLD &DVWUR * $SUHQGDPRV D YHU WHOHYLVLyQ *XtD SDUD SDGUHV \ maestros%RJRWiCNTV. &DWDOiQ&6XQNHO*Consumo cultural en Chile: la elite, lo PDVLYR\ORSRSXODU6DQWLDJRFLACSO. &DWDxR 0 %RQLOOD - 5LQFyQ 2 =XOXDJD - /RV HVWX-­ GLRVGHUHFHSFLyQHQ&RORPELD'HODVPHGLDFLRQHVRWUDYH]DORV PHGLRV(Q1-DFNV&RRUG(VWXGLRVGHUHFHSFLyQ\DXGLHQFLDV +DFLDXQDQXHYDDJHQGDSDUD$PpULFD/DWLQD(QSUHQVD &XUUDQ-0RUOH\':DONHGLQH9&RPSVEstudios cul-­ WXUDOHV\FRPXQLFDFLyQ%DUFHORQD3DLGyV 'HXWVFKPDQQ 3 )DOV %RUGD 2 La comunicación de las ideas entre los campesinos colombianos: un análisis socio-­estadís-­ tico%RJRWi8QLYHUVLGDG1DFLRQDO 'RPtQJXH]0-/RVQLxRV\ORVPHGLRVGHFRPXQLFDFLyQVR-­ cial%RJRWi8QLYHUVLGDG,QGXVWULDOGH6DQWDQGHUCIFES. )HUUHU 0 $FFLyQ &XOWXUDO 3RSXODU (VFXHODV 5DGLRIyQLFDV de Sutatenza, Colombia: estudio y evaluación de la obra%RJRWi UNESCO. )RUG$5LYHUD-5RPDQR(Medios de comunicación y FXOWXUDSRSXODU%XHQRV$LUHV(GLWRULDO/HJDVD )R[((VWDGR\SHUVSHFWLYDGHODLQYHVWLJDFLyQHQFRPXQLFDFLyQ en Colombia. Memorias de la Semana Internacional de la Comunica-­ ciónSS%RJRWi3RQWL¿FLD8QLYHUVLGDG-DYHULDQD )UDQFR-/DJOREDOL]DFLyQ\ODFULVLVGHORSRSXODU1XHYD6R-­ ciedad, 149 )XHQ]DOLGD97HOHYLVLyQ3DGUHVKLMRV6DQWLDJRCENECA. *DUFtD&DQFOLQL1(G3ROtWLFDV&XOWXUDOHVHQ$PpULFD/D-­ tina0p[LFRD.F*ULMDOER *DUFtD&DQFOLQL1(OFRQVXPRVLUYHSDUDSHQVDU'LiORJRVGH la Comunicación, 30 5HYLVLWDQGRORVHVWXGLRVGHUHFHSFLyQDXGLHQFLDV 99 *DUFtD&DQFOLQL1&XOWXUDVKtEULGDV(VWUDWHJLDVSDUDHQWUDU y salir de la modernidad0p[LFRD.F*ULMDOER *DUFtD&DQFOLQL1&RQVXPLGRUHV\FLXGDGDQRV0p[LFRD.F.: *ULMDOER *yPH]/Opinión de los líderes sobre el funcionamiento de las escuelas radiofónicas en Colombia%RJRWiACPO. *yPH]/*XWLpUUH]$Encuesta de radiodifusión entre los campesinos%RJRWiACPO. *yPH]/1LxR$3HULOOD08PDxD0$XGLHQFLDFDP-­ pesina de Radio Sutatenza%RJRWiACPO. *yPH]5*RQ]iOH]-7HFQRORJtD\PDOHVWDUXUEDQRHQWUH MyYHQHVODFHOHEUDFLyQGHORLQ~WLO\ODHPHUJHQFLDGHOWUDEDMROLEH-­ rado. 1yPDGDV, 28 *RQ]iOH] - *yPH] 5 1XHVWUD FDVD QXHVWUDV SDQWDOODV manual de convivencia con las pantallas audiovisuales. Cali: Uni-­ YHUVLGDGGHO9DOOH *XWLpUUH]-0F1DPDUD5$OJXQRVIDFWRUHVTXHDIHFWDQHO SURFHVRGHFRPXQLFDFLyQHQXQDYHUHGDFRORPELDQDRevista ICA, 3 *XWLpUUH] 5 &RRUG &XOWXUDV VLPXOWiQHDV /HFWXUDV GH OD (QFXHVWD1DFLRQDOGH&XOWXUDGH&RORPELD%RJRWi0LQLV-­ WHULRGH&XOWXUD +DOO6(QFRGLQJGHFRGLQJLQWHOHYLVLRQGLVFRXUVH(Q6+DOO &RRUG Culture, media language SS /RQGUHV +XW-­ FKLQVRQ .DW](/D]DUVIHOG33HUVRQDOLQÀXHQFH7KHSDUWSOD\HG E\SHRSOHLQWKHÀRZRIPDVVFRPPXQLFDWLRQV*OHQFRH)UHH3UHVV .RS\WRII,The social life of things&DPEULGJH&DPEULGJH 8QLYHUVLW\3UHVV /D]DUVIHOG 3 %HUHOVRQ % *DXGHW + The people’s choi-­ FH+RZWKHYRWHUPDNHVXSKLVPLQGLQWKHSUHVLGHQWLDOFDPSDLQJ. 1XHYD<RUN&ROXPELD8QLYHUVLW\ /ySH])5DPRV/5XELDQR(9HUGXJR-$QiOLVLVGHOD recepción televisiva en audiencias socioculturalmente diferencia-­ das%RJRWiCNTV/Universidad Nacional. -RUJH,YiQ%RQLOOD9pOH] /ySH]GHOD5RFKH0/ySH]0$UEROHGD/1RWLFLDV\ FKRFRODWHV VDEHUHV \ VDERUHV FRQ ORV QLxRV \ ODV QLxDV %RJRWi CNTV8QLYHUVLGDGGHO9DOOH /ySH]GHOD5RFKH00DUWtQ%DUEHUR-5XHGD$9DOHQFLD6 /RVQLxRVFRPRDXGLHQFLDV. 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