A student from the Pontifical Catholic University of Peru (PUCP) has explored the television phenomenon of Magaly Medina, which explains how ampays and speeches have shaped social perception in his master’s thesis. Part of her research consisted of thoroughly investigating the meaning of the ampays that the television show host usually performs.”
Magaly Medina, known as the ‘Magpie’, has been an emblematic figure on Peruvian television, generating both admiration and controversy. His program has addressed issues of entertainment and morality, which led Mario Elmer Sánchez Dávila to investigate its impact on society. The thesis, titled “Looks that monitor, images that punish: gossip, morality and social discourse in Magaly TeVe”, focuses on the analysis of the host’s speech and its influence on public opinion.
The ‘Magaly TeVe’ program inspired thesis at the PUCP. Photo: LR composition/capture from PUCP Repository/capture from Instagram
What was the focus of the research?
Instead of opting for a conventional topic, the student decided to immerse himself in the world of entertainment and television gossip. Her research explores the intersection between gossip, morality, and social discourse, revealing how Magaly Medina has shaped the perception of entertainment in Peruvian society. Using interview guides and direct observation, Sánchez Dávila analyzed eight followers of the program ‘Magaly TeVe’ to fully understand the television phenomenon that surrounds the host.
How much does gossip influence Peruvian society?
The thesis reveals that gossip is not just entertainment, but a mechanism that maintains moral order in Peruvian society. The exposure of ampays and the spread of rumors act as tools that monitor and punish any deviation from established norms. Magaly Medina becomes a powerful figure who guarantees the application of this moral code in public opinion. Social interactions are based on the application of this code, making the ‘Magpie’ speech predictive and rewarding.
The most controversial ampays of Magaly Medina
Throughout her career, Magaly Medina has issued various ampays that have generated controversy. Some of the best known include:
Bárbara Cayo and Carlos Thorton
Melissa Paredes and Anthony Aranda
Aldo Miyashiro and Fiorella Retiz
Christian Dominguez and Pamela Franco
Jossmery Toledo and Paolo Hurtado
These cases have not only captured the public’s attention, but have also been the subject of analysis in the research of Sánchez Dávila, who studied how these events influence social perception and the construction of cultural narratives.
What is the meaning of “ampay”?
According to the Royal Spanish Academy, “ampay” refers to the discovery of something or someone who was trying to hide. This term, used mainly in Peru, comes from the English expression “I’m pay”, which translates as “I pay”.
The final perspective of the research and conclusions
Mario Elmer Sánchez Dávila’s research not only provides a deep analysis of the phenomenon of ampays, but also highlights the media discourse in the construction of social morality. Through her thesis, it is evident how Magaly Medina has influenced the perception of entertainment and Peruvian social dynamics.
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