Amazon Town TV: An Audience Ethnography in Gurupá, Brazil

Overview

In 1983, anthropologist Richard Pace began his fieldwork in the Amazonian community of Gurupá one year after the first few television sets arrived. On a nightly basis, as the community’s electricity was turned on, he observed crowds of people lining up outside open windows or doors of the few homes possessing TV sets, intent on catching a glimpse of this fascinating novelty. Stoic, mute, and completely absorbed, they stood for hours contemplating every message and image presented. So begins the cultural turning ...

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Amazon Town TV: An Audience Ethnography in Gurupá, Brazil

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Overview

In 1983, anthropologist Richard Pace began his fieldwork in the Amazonian community of Gurupá one year after the first few television sets arrived. On a nightly basis, as the community’s electricity was turned on, he observed crowds of people lining up outside open windows or doors of the few homes possessing TV sets, intent on catching a glimpse of this fascinating novelty. Stoic, mute, and completely absorbed, they stood for hours contemplating every message and image presented. So begins the cultural turning point that is the basis of Amazon Town TV, a rich analysis of Gurupá in the decades during and following the spread of television.
Pace worked with sociologist Brian Hinote to explore the sociocultural implications of television’s introduction in this community long isolated by geographic and communication barriers. They explore how viewers change their daily routines to watch the medium; how viewers accept, miss, ignore, negotiate, and resist media messages; and how television’s influence works within the local cultural context to modify social identities, consumption patterns, and worldviews.

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Editorial Reviews

claytondillard.blogspot.com - Clayton Dillard
The interdisciplinary aims of Richard Pace and Brian P. Hinote's Amazon Town TV make it a worthwhile venture, perhaps more than the actual scholarship itself, which breaks little new theoretical ground in terms of television studies, but does serve as a fascinating ethnographic study of the potential for television's sociocultural effects in Gurupá, Brazil.
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Product Details

Meet the Author

Richard Pace is Professor of Anthropology at Middle Tennessee State University. He is the author of The Struggle for Amazon Town: Gurupá Revisited and articles in the American Anthropologist, American Ethnologist, Ethnology, Journal of Anthropological Research, Boletím do Museu Goeldi, and Luso-Brazilian Review.

Brian P. Hinote is Assistant Professor of Sociology at Middle Tennessee State University. His research focuses on health and health policy in the United States and other international contexts and appears in various journals including Social Science & Medicine, Social Theory & Health, Appetite, Europe-Asia Studies, and Kölner Zeitschrift für Soziologie und Sozial Psychologie.

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Table of Contents

Preface
Chapter 1. Cross-Cultural Television Studies
Chapter 2. Brazilian Television
Chapter 3. The Setting
Chapter 4. The Arrival of Television
Chapter 5. Heeding Interpellation
Chapter 6. Missing, Ignoring, and Resisting Interpellation
Chapter 7. Conclusion
Notes
References
Index

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