Folk communication

Folk communication (from the Portuguese folkcomunicação), also rendered as folk communication, is a communication theory concept referring to the expression and exchange of opinions, ideas, and attitudes through agents and channels derived from folklore and popular culture. It was coined by Brazilian scholar Luiz Beltrão de Andrade Lima in March 1965. The theory bridges the study of traditional communicative forms and mass media, and has become a distinct field of study within communication research, especially in Brazil.

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