When TV turns something else

It is no longer a matter of television constituting itself as a device that enabled the automatic transfer of values to the universes of social actors who would expect from the mass media instructions on a new way of being rural.

The study shows that the currents and effects of modernizing winds circulate within the rural sphere, but according to a new dynamic in which the conditions of their circulation and appropriation pass through logics and strategies permeated by other forms of protagonism among local actors.

The universe named as rural presents a new way of being, within a scenario in which symbolic interactions are organized according to distinct strategies, experiences, and cultural logics, permeated as they are by transactions of values and diverse cultural operations.

It is a multiple reality that calls for the development of new forms of transaction and negotiation, according to strategies that reveal more symmetrical or more proximate aspects. The conditions for the production of meanings thus mirror a new modality of socio-symbolic organization.