Un estudio sobre la publicidad en la television comercial mexicana
In: Revista mexicana de ciencias políticas y sociales, Volume 23, Issue 86-87, p. 213-248
ISSN: 0185-1918
In modern bourgeois society, the mass media, including television, serve as intermediaries between producers & consumers of merchandise; through advertising, they complement entrepreneurial activity. Some data on television in Mexico are presented. Eight percent (1.8 million) households in the Federal District & surrounding Mexico Valley have television sets. The areas covered by the 4 major channels are mapped. Studies of television audiences carried out by International Research Associates, with monthly samples of 24,429 households, are cited; a breakdown of viewers by age, sex, & rating points for Nov 1976, & the audience structures for specific program series, are examined. It is found that blocs of programing are directed at specific audiences & that the price of television advertising varies depending on the audience (lowest for children's programs & highest for programs directed at men & general audiences). The 20 major programs are listed. It is concluded that there is a confluence of audience, programing & commercials, & that television engages in ideological manipulation in the service of the capitalist system. 14 Tables, 10 Graphs. S. Whittle.