Resumo

RODRIGUEZ, Carolina Alejandra; NUNEZ NUNEZ, Valentina  e  ASTUDILLO RIVERA, Eva. Television consumption and child audiences: a qualitative study with chilean students - Chile. Comuni@cción [online]. 2017, vol.8, n.2, pp.105-115. ISSN 2219-7168.

In spite of the penetration and use of mobile devices, TV still is a mass media consumed by children and adolescents. In Chile, television consumption by the child audience reaches 3 hours average per day. Their favorite programs are those broadcast after 10 P.M., which allow them access to content aimed at adult audiences. This research had as main objective to describe the preferences and consumption habits of 41 students of a public elementary school located at a rural area of La Serena, Chile. The methodology used in this study was qualitative and focus group technique was used to collect data. The results showed us the contents preferences, reasons and habits of the child audience. From the analysis, it is concluded that the TV consumption decreases as the subjects get older due to the prioritization of other activities such as going out with friends or playing. Nevertheless, the television has still an important role because the children spend a considerable amount of time watching TV while they are doing other daily activities. Night soap operas and comedy shows are the most watched television programs and both are aimed at adult audience. However, one of the most popular series is The Simpsons. From the opinions of the students, it is concluded that Chilean TV broadcasts have little content aimed at children audiences; one determinant factor in the consumption of content is that it is not appropriate for boys, girls and adolescents

Palavras-chave : Television; audience; students; childhood; TV consumption.

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