1. The Reception of Audiovisual Fictional
Products in Spain (2005-2010)
COST ACTION “Transforming Audiences, Transforming Societies”
Working Group 1: New Media Genres, media literacy and trust in the media
Mar Grandio
mgrandio@pdi.ucam.edu
2. Rather fragmented, led by working groups and
researches which carried out unconnected topics,
methodologies and traditions
Audience research in Spain
One of the biggest weaknesses in the existing
Spanish research
Main tradition: Mass Communication and the Effects
tradition (public opinion and political communication)
3. Growing interest in the audience research
in Spain
The aim of my essay: mapping the
outstanding progress from 2005 to 2010
researching the reception of fictional products
in Spain
4. Regarding the reception of television fictionreception of television fiction:
Youngest audiences and the impact of television
fiction on the creation of their individual identity
(Luzón et al, 2010; Fedele and García-Muñoz, 2010;
Igartua, 2008; Pindado, 2006; Montero, 2005)
Cultural and social identity, specially the Catalan
identity (Martínez-García, 2009; Martínez, 2008; Castelló,
2008)
Concept of pleasure (Grandio, 2009) and the relation
between entertainment and interactivity (Soto et al,
2009)
5. PERSPECTIVES OF THE STUDIES
Media literacy perspectives specially related to the
youngest viewers (Idoyaga, 2010; Ferrés, 2010),
User and gratifications theory (Grandío, 2009; Soto,
2010)
Psychological perspective
METHODOLOGY: A combination of quantitative and
qualitative measures was used
6. Regarding film reception, there are very few studies:
TOPIC: The processes of identification with the
characters (Igartua 2005, 2008, 2009 and 2010)
(Sánchez Aranda, Bonaut and Grandío, 2005)
METHODOLOGY: A combination of quantitative and
qualitative measures was used
7. Becoming big areas of study
A) Crossmedia audiences
B) Media literacy and audiovisual skills of the citizens,
specially the children
