Resumen

GUARDIA CRESPO, Marcelo. Theoretical and methodological repoliticization of audience studies: Retrospective analysis (between the end of the XX century and the present). J. Com. Soc. [online]. 2017, vol.5, n.5, pp. 83-98. ISSN 2412-5733.

Audience studies require a more complex view than the simple observation of the resemantizing abilities of the public. In the new communicational condition provided by the digital networks, in addition to not fully exercising the capacity to emit, they affect the cultural dynamics, reconfiguring the scenarios for the construction of public opinion; in highly conflictive political, economic and technological contexts due to the vertiginous struggle ofsmall and large local and global interests.

Palabras llave : Audience studies; repolitization; communication; culture; research; complexity.