Communication · Executive Insight Brief · 169
The video ended. Reception continued.
Televidencia traces how interpretation develops across people situations institutions and media forms before during and after viewing
Premise
Guillermo Orozco Gomez uses televidencia to describe being a television audience as a process larger than time in front of a screen. People arrive with histories and interpretive resources, watch in particular settings, interact with others, and continue discussing, remembering, using, or contesting content afterward. Exposure is one moment in reception, not evidence that a stable meaning or effect has been produced.
Developed from 1991 onward in dialogue with Martin-Barbero’s mediations, the Multiple Mediations Model joins cultural theory with mostly qualitative audience research. Orozco described it as continually under construction. Its categories help researchers discover how particular audiences become audiences in particular circumstances; they were not designed as a closed scale or a fixed causal equation.
What the model is: Multiple Mediations Model and Televidencia in Knowledge →
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- The essential model
- Why this matters
- Risks and limits
- Executive takeaway
- Key questions
- Selected sources
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- FamilyModel
- CategoryAnalytical Frameworks, Typologies & Heuristics
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Family
Model
In this series, Model names the editorial family primarily used to understand and explain communication: theories, frameworks, effects, traditions, principles and other conceptual resources. It is an umbrella for a route into the field, not a claim that every included object is a predictive model.
Editorial orientation · Category
Analytical Frameworks, Typologies & Heuristics
Organizes dimensions, distinctions, types or questions so that a situation can be examined systematically. A framework supplies structure, a typology distinguishes forms, and a heuristic offers a usable way to orient judgment.