Thesis Chapters by Joseph D Straubhaar
This PhD dissertation from 1981 examines the growth of production in the Brazilian television ind... more This PhD dissertation from 1981 examines the growth of production in the Brazilian television industry as it reached the point where it began to displace U.S. programming and transform U.S. influence on the industry, transforming many aspects of cultural dependence in the process. It exams the industry in detail, looking at the growth of early channels, the era of increasing competition in the 1960s, and the emergence of TV Globo as dominant by the early 1970s. It also examines the growth of key genres: the show de auditório, the telenovela, news, children's programming, etc. It examines the competition of U.S. program genres with the Brazilian ones, combining the amount of time each had on screen with their ratings, in a new measure called audience hours, which let us not only what was on screen, as earlier studies like Nordenstreng and Varis had, but also how many people in the city of São Paulo watched them. This showed that the audience for U.S. programming was going down much faster than the amount of screen time it occupied. The combination of industry developments, genre development, and audience trends led to the conclusion that television really had been transformed and U.S. influence lessened.
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Thesis Chapters by Joseph D Straubhaar