Television's Interpellation: Heeding, Missing, Ignoring, and Resisting the Call for Pan‐National Identity in the Brazilian Amazon

Abstract

ABSTRACT In this article, I focus on the ways in which audiences in the Amazonian community of Gurupá respond to television's interpellation for pan‐national identity. I examine how viewers heed, miss, ignore, and resist the call for identity as well as how their various responses to this “call” shape their worldview and behavior and impact the process of nation building. Utilizing audience ethnography over a 25‐year period, I show in this study how televisual messages are contextualized and localized, mitigating the forces of nationalistic homogenization.

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