chapter
Introduction
ByANDREA ESSER, MIGUEL Á. BERNAL-MERINO,
Pages 18

This chapter aims to enhance our understanding of the local in localization. It looks at how audiences are constructed by broadcasters and considers the appeal, the consumption, and the reception of locally adapted audiovisual entertainment. The chapter was prompted by findings from interviews with format producers and broadcasters, textual analysis of TV program adaptations, and a number of qualitative and quantitative audience research projects. It focuses on television entertainment programs. A focus on audiences of news and current affairs, on the other hand, would yield very different findings and insights. In short, what the author wants to suggest is that particularity matters. The chapter presents critical of television scholarship working on assumptions of 'national audiences', 'national cultural adaptations', and cultural enclosure, community, and identity more generally. It suggests a reality at least pertaining to entertainment programs that is not characterized largely by national and space-bound communitarian belonging and identification and therefore by national orientation in provision, national consumption, and reception.