Exploring the territory. The rhetorical power of naming -- Of U.S. television and Américan invention: weaving a Hispanic textuality -- A view from Latin America: markers of drence and identity -- From the United States to America and back: the power of rhetorical naming -- The exploratory tools. Textual analysis -- Three issues on television studies: banality, universality, and the text -- Television as textuality: a discursive approach to television -- Semiotics, discourse, and archaeology -- Television, semiotics, and telenovelas -- Reading the archive. Despierta América! Rearranging the field of the real Hispanic tele-visions -- Televisual archeology: premodern and postmodern discourses -- The melodramatic body: from "Just María" to Catalina's breasts -- Weaving a hispanic textuality: the market place, the hyphen, and the third text -- Epilogue.
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