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Abstract This paper tackles different ideas about the camera as the main methodological tool to analyse media treatment of reality and particularity for a social re-presentational analysis within mass media, as it has been carried out by the MIGRACOM (Observatory and Research Group on Migration and Communication) at the Universitat Autònoma de Barcelona (UAB) for the two last decades (1996-2015). During that time, we have strongly supported the addition of criteria as in an interdisciplinary study (communication, anthropology, pedagogy, politics, sociology and linguistics) of the same audiovisual enquiry, the methodological multimodality or transversal analysis from complementary viewpoints concerning audiovisual messages: production, broadcasting, reception and dynamisation, as well as the necessary bond to scientific and academic research with real audiovisual production, thus thinking in the mixture of quantitative rationality and the spontaneity. Downloads Download data is not yet available. Author Biography Nicolás Lorite-García, Universitat Autònoma de Barcelona Doctor en Ciències de la Informació Profesor Titular del Departament Comunicació Audiovisual i Publicitat, Universitat Autònoma de Barcelona. References ACHUTTI, Luiz Eduardo Robinson. Fotoetnografia: um estudo de antropologia visual sobre cotidiano, lixo e trabalho. Porto Alegre: Palmarinca, 1997.

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