Lecturas de la prensa popular: Un estudio de recepción del periódico Q'hubo en la localidad de Kennedy en Bogotá

Abstract

This paper discusses the relationship between audiences and media through a reception study of the tabloid Q'hubo in the popular sectors of Kennedy in Bogotá. The study recognizes that media interactions are tied to the contexts, institutions and cultural and social environments from which readers construct their reality. Therefore, the analysis of the reception process, takes advantage of these elements to reconstruct the everyday consumptions habits of the Q'hubo facing the current media context. It sustains that the Q'hubo communicates with its readers by combining classical aspects of the popular press and by adapting new language and design strategies, provided by the new media. Which in turn is related to specific appropriations and reading habits that are related with traditional interactions, but also with emerging uses generated by the actual convergence of technologies, literate, oral and visual culture. In that sense, it is evident, through the readings of the Q'hubo, that the reading habits are constantly changing and that the cultural changes experienced by society are also reformulating the ways in which people relate with the tabloids and the manners of adapting them to their daily routines.