engleski

"Who wants to be a millionaire?" Television quiz vievers as culture builders

The paper considers the interpretation of television viewers of the quiz "Who wants to be a millionaire?" as a place where cultural impacts coming from global realize themselves in local. It shows how global cultural facts (determined in semantic analysis of television text) through television medium transform themselves in always new local experiences (determined analyzing the viewer's interpretation of the same text). The research is made in two different localities: Petraio in Naples (Italy) and Studentski grad in Zagreb (Croatia).

television; viewers; interpretation; global impact; local context

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