SciELO - Scientific Electronic Library Online

 
 número45Efectos conjuntos del contacto imaginado y la similitud con el protagonista de mensajes testimoniales a través de la identificación y el transporte narrativoLa lógica mediática contra la deliberación mediada. El caso de los debates presidenciales índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados

Revista

Articulo

Indicadores

Links relacionados

  • En proceso de indezaciónCitado por Google
  • No hay articulos similaresSimilares en SciELO
  • En proceso de indezaciónSimilares en Google

Compartir


Cuadernos.info

versión impresa ISSN 0719-3661versión On-line ISSN 0719-367X

Resumen

CASTRO, Deborah; DUARTE, Luiz G.  y  STRAUBHAAR, Joseph D.. The loyalty to pay TV in periods of economic difficulty in Mexico and Brazil. Cuad.inf. [online]. 2019, n.45, pp.41-56. ISSN 0719-3661.  http://dx.doi.org/10.7764/cdi.45.1687.

This article explores how socioeconomic status and level of education relate to the retention or change of media habits, such as cable or satellite television viewing, in periods of a stagnant or declining economy. Particularly, we explore two of the most important markets in the Latin American region (i.e., Brazil and Mexico), which went through similar economic downturns, but different social experiences in recent years. Survey data from Kantar Media’s Target Index (TGI) Latina service -the most extensive market study in the region- and qualitative data from a second online survey conducted through eCGlobal online panel have been analyzed. Data reveals that the rush to cancel cable or satellite television services did not occur at the high rates expected and were not remarkably influenced by social class, as they were by education factors.

Palabras clave : pay TV; habits; economic crisis; Latin America.

        · resumen en Español | Portugués     · texto en Inglés     · Inglés ( pdf )