Documents published in 2005 : Scipedia

Wanting to, knowing how or beging able to achieve a quality TV
N. Sánchez-Gey Valenzuela

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 141

Abstract
Throughout this paper an attempt has been made to analyze the factors affecting Quality Television. It will be demonstrated how media-information firms together with the labour and personal situation of the communication professionals and also viewers' demands are the main factors to be taken into account when determining why Quality Television may go up or down.
Abstract
Throughout this paper an attempt has been made to analyze the factors affecting Quality Television. It will be demonstrated how media-information firms together with the labour [...]
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Ethical principles for a quality TV
M. San Martín Pascal

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 140

Abstract
This communication presents an analysis on the most significant elements related to the quality of the Television in present times. It examines, at the same time, the main ethical problems faced by the professionals and the users of the television, and it indicates the minimum paths required in order to achieve a good practice on television. It presents problems which should be solved as when television invents and makes programmes just because the reality does not cover their needs. Television, it adds, should be structured in order to stimulate competitively to obtain a good quality rather than to obtain good economical figures and a high audience. Therefore, the television of the XXI century which we just joined, should let it very clear which social benefits is going to give, whether it will be capable of responding to the new competitiveness and diversity in brief period of time. Whether it is going to assign qualified professionals not only in programmes for children but in all other programmes whenever required, without using supposed experts whose only interest is to fight among themselves in order to make spectacle. It should also avoid personal conflicts as a show and obviously it should avoid images of violence and psychological and vexatious misconduct.
Abstract
This communication presents an analysis on the most significant elements related to the quality of the Television in present times. It examines, at the same time, the main [...]
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The model of public television scheduling as model of quality television
L. Abad Alcalá

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 139

Abstract
The goal of this communication is the identification of the model of public television programming with quality programming in its broadest sense. Thus, the doctrinal approach as well as the main public institutions’ views on the contents required to meet the needs of a public service programming are defined. The conclussions state whether the correspondence between public television and quality programming can be established.
Abstract
The goal of this communication is the identification of the model of public television programming with quality programming in its broadest sense. Thus, the doctrinal approach [...]
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Standards of quality in TV and their valuation
L. Blanco Mallada

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 138

Abstract
Quality in television has been conceived as: diversity in contents and genres, plurality of opinion and perspectives, long term financial objectives, and professionalism in planning, programming, and execution. Today, because of «seduction strategies», programs have turned into formats; programming has changed from vertical to horizontal; audience wars turn the spectators into a public to be conquered, but also served. The relations of supply and demand are now on a new level where a generalist television conceived for broadcasting is possible and, with the expansion of the digital television there is also place for programs for a reduced public.
Abstract
Quality in television has been conceived as: diversity in contents and genres, plurality of opinion and perspectives, long term financial objectives, and professionalism in [...]
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The from «Wises Commission report»: bases for a quality TV
M. Soler Campillo

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 137

Abstract
The main purpose of this paper is to analyse the recent Report of the Experts Committee on the Public Media (TV) in Spain. The objective is to understand the complex scenario and the legal and economical circumstances that have determinated the elaboration of this report, essential to prepare the restructuration of RTVE Group. Festival, we are going to refer to the evolution of RTVE Group since its origins, where it is possible to identify most of the actual problems, including the democratic transition and the last years of Aznar’s government. In second place, we are going to present the main proposals of the Experts Report that stresses the role of public television as a public service, including the critics formulated by two members of this Committee, like Miguel Angel Armedo, appointed by the Ministry of Economy and Treasure, and Fernando González Urbaneja, who has presented a particular report. The reaction of the spanish press to this Report will be presented to understand the social context, very politicized in the last year. Finally, this paper ends with a reflection on the oportunity of this report, and the necessity to tackle the financial reform of the public television, and the public mass communication media in Spain. Our paper tries to conclude that the composition of the Experts Committee should be different, with more consensus from the political forces of the spanish Parliament. We think it would be necessary to propose two different Committees, one integrated by experts like Enrique Bustamante, Emilio Lledó, Victoria Camps and Fernando Savater, specially prepared to indicate the main lines for the political overview; and a second Committee, integrated by financial and economical experts, to design the concrete estrategies to reform the spanish public television. We cannot forget that RTVE debt is the main problem that has to be solved in a stricted way as soon as possible, that implies a correction of exploitation debt. In this sense, a first step has been done, defining the necessity of a TV programation as a public service, like it has been argued by Professor Enrique Bustamante. Nonetheless, the RTVE Group reform is still unresolved, and it is a matter that has to be treated rigurously in the next months. The public debt accumulated by RTVE Group, and the public regional televisions debts, is a capital matter that has been negatively critized by european institutions.
Abstract
The main purpose of this paper is to analyse the recent Report of the Experts Committee on the Public Media (TV) in Spain. The objective is to understand the complex scenario [...]
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Music and television
J. Romero Carmona

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 136

Abstract
We can say and point out that music has acquired much importance, so it is in the picture World and inside the television World. Who don't identify or relate any advertisement, programme, film, sport event with a specific music. It has o clear function as it is to create attention and sense of expectancy, with melodies, rhythims and grand orchestrations which give to the pictures a great force and bright.
Abstract
We can say and point out that music has acquired much importance, so it is in the picture World and inside the television World. Who don't identify or relate any advertisement, [...]
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Cinema and television: the dangerous friendships
L. Moreno Torres

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 135

Abstract
To the first years of the decade from the seventy, the movies only had had a channel of valid distribution: the film room. Inside the commercial television programming was al margin of the general offering. Even, to early fifties, the large studies of Hollywood refused to sell or rent its movies. Nevertheless, little by little, an important change in the commercial politics of the film industry has been produced. At present are projected great quantity of movies by television, and it has not supposed the sinking of the movies. In Spain the movies is considered as a well cultural one that should be protected, and the television networks should invest part of their benefits in the film production.
Abstract
To the first years of the decade from the seventy, the movies only had had a channel of valid distribution: the film room. Inside the commercial television programming was [...]
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The newsreader: requirements for on effective communication
A. Salgado Losada

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 134

Abstract
The anchorman: the qualities necessary for an effective communication contains an enumeration of the principal specific qualities for the presentation of informative programs on television, specially, credibility. The most important theoretical contributions relative to the presentation in television remain here quiet, and among all of them the correspondent emphasizes Andrew Boyd. In this text there gets an interpretation of the qualities exposed initially by this author: credibility, honesty, professionalism, experience, impartiality, good voice, good image, clarity, authority, confidence, personality, enthusiasm and tranquility.
Abstract
The anchorman: the qualities necessary for an effective communication contains an enumeration of the principal specific qualities for the presentation of informative programs [...]
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TV newsreader´s voice
E. Rodero Antón, G. Campos Parra

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 133

Abstract
The effectiveness on the television communication is sustained in the handling of the voice like support of fundamental expression of the audio-visual contents. Therefore, of a correct and expressive use of the voice it is going to depend that, first, the viewer pays attention to the televising message and that, secondly, understands and assimilates it. On the other hand, due to the great social impact which they have the contents in television, a good use of the expressive resources of the voice on the part of the newsreaders will have its reflection in the own daily expression of the viewer. This requirement in the care of the expression is more indispensable in the properly news contents, since they concentrate stops hearing level and because they demand of the viewers more attention than any message of absolut entertainment. These reasons guarantee the necessity to make an empirical investigation on the form in which the news newsreaders in television use the voice. Therefore, the present communication is based on the results of a study whose objective looks for to determine the form in the main newsreaders on television use their voice to transmit their messages.
Abstract
The effectiveness on the television communication is sustained in the handling of the voice like support of fundamental expression of the audio-visual contents. Therefore, [...]
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The local public television: a platform for contents of citizen service
C. Monedero Morales

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 132

Abstract
In the search of television models wich emit contents of quality, the public local television is a platform inimitable and indispensable since it is the local communication of public character the one that facilitates the access from the civil society to the medias like contribution to the democratization of the society. It is since of develop it exists the possibility that these medias become tools that reduce the social differences among collective minority, between the rural means and the metropolitan areas, etc. Also, is necessary that the citizenship enjoys a bigger level of information on the politics that carry out their administrators and these of knowing the restlessness of their administered. In the Spanish case, the sector of local television has been forced to be autoregulated and it has ended up subjected to the interests of the big communication groups but in the case of municipal televisions the obligation exists of lending a service to the citizen, sacrificing, if was necessary, the commercial profitability. The concept of nearness applied to television has to do with the idea that between the TV station and its receivers a scenario of shared experiences exists, sew that, in definitive, it will be reflected in the contents of the programming. The main concretion of this pact of nearness, or complicity between the audience and the TV station, is the preferable attention that these televisions pay to the relative informative contents to the own reference territory, an attention that goes beyond the classic telediarios (the news) and that it extends toward other goods, as the reports, the interviews, the gatherings, the debates, the talk-shows, the documentary, the magazines of present time, etc. On the other hand, the receivers reward this nearness with a high audience level. For it the communication will consist of several interrelated parts and it will approach the following points: - The description of the local talkative phenomenon in the case of public television. - To distinguish between the different production types and the varied type of programs. - To analyze the structure, the operation and the programming of the TV stations, as well as the execution of the function of public service, to diagnose the state of health of this phenomenon. - To study of what way the democracy conceptions are interrelated, nearness, public service and communication to base the field from the communication to the service of the citizen'. - Also, they will intend a group of alternative and prospective valuations that allow to carry out a talkative practice of nearness to the service of the citizenship.
Abstract
In the search of television models wich emit contents of quality, the public local television is a platform inimitable and indispensable since it is the local communication [...]
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The contents on local television
J. García Muñoz

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 131

Abstract
Nowadays the local television has its own specific weight in audiovisual area. The little broadcasting stations are closer to the citizen than big national channel, but local television make a very similar programming but with less quality. 24- hours broadcasting is very difficult and expensive, so local channel need help from big national communication groups to completed their own playlist. The offer of local television focuses on news information, although included others genre like sports.
Abstract
Nowadays the local television has its own specific weight in audiovisual area. The little broadcasting stations are closer to the citizen than big national channel, but local [...]
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National fiction series and audiences: a business handed on a plate
S. Torrado Morales, C. Castelo Blasco

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 130

Abstract
In the last decade, national fiction series have managed to get an important place in the TV grid. They have displaced from prime time shows that were aired on that segment during Spain´s private television´s first years, when the war for the audiences began. Nowadays, audiences can watch shows derived from those ones, becoming real «business handed on a plate». This paper focuses on that business, especially on the period between September 2004 and June 2005.
Abstract
In the last decade, national fiction series have managed to get an important place in the TV grid. They have displaced from prime time shows that were aired on that segment [...]
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Genres of «simulation of reality»: Production as a key concept for the analysis of media products
F. Tucho Fernández

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 129

Abstract
In order to develop the viewers’ critical thinking we must analyze the media and our viewing habits. Media Education uses the model of key concepts. We can talk about four main key concepts: Production, Language, Audiences and Representations. Among them, the Production is commonly the less studied, it should, however, play a key role on our program choices. As a case study, this paper aims to apply this model of analysis to what we call «simulation of reality genres», one of the most popular and polemical television genre.
Abstract
In order to develop the viewers’ critical thinking we must analyze the media and our viewing habits. Media Education uses the model of key concepts. We can talk about four [...]
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The role of television in the constitution of contemporary readers
M. Oswald

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 128

Abstract
This paper intends to show, based on the contributions of Latin American Cultural Studies, that the difficulty children and young people have with the organization of written texts, such as that found in books, is determined by the impact that the technology of images exercises over the ways in which they learn to read the world. An analysis of the first interviews with young people, conducted as part of an institutional project in progress, point to the role played by the language of television cartoons in their development as readers.
Abstract
This paper intends to show, based on the contributions of Latin American Cultural Studies, that the difficulty children and young people have with the organization of written [...]
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Theoretic bases for the reflection on the social meaning of theoretical famous and less famous people in television
M. Lamuedra Graván

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 127

Abstract
This article aims to set a theoretical framework for a debate about the advantages and disadvantages of the actual way in which celebrities are portrayed in Spanish television. This work deals with how fame has been present in several societies over time. The phenomenon of celebrity is placed in a context that includes the USA and Britain. The piece introduces the idea, argued by a relevant number of Anglo-Saxon authors, that fame and democracy have walked and developed together in a number of countries.q
Abstract
This article aims to set a theoretical framework for a debate about the advantages and disadvantages of the actual way in which celebrities are portrayed in Spanish television. [...]
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The representation of the «other-woman» in the screens: filmic contents in television and co-education
J. Belmonte Arocha, S. Guillamón Carrasco

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 126

Abstract
The films are one of the television contents more charismatic and attractive, and give us a great opportunity to analyse free, critical and interpretatively the representation of the «other- woman», and to work co - educationally with the audiences. Two film of quality and interest, and at the same time very different, as are «Viridiana», and «Blade Runner», they can result a very good example from this.
Abstract
The films are one of the television contents more charismatic and attractive, and give us a great opportunity to analyse free, critical and interpretatively the representation [...]
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Gender and Television. Stereotypes and power relations in TV
S. Núñez Puente

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 125

Abstract
Gender Studies have placed a pivotal role in mass media studies in the last decade. Power strategies and the relationship that has been established among different stereotypes in TV are the main object of study of this paper. Gender relations are an essential field of analysis of social relations in the field of mass media studies. There is a need to rethink most of the gender constructions implying power strategies. The aim of this paper is to analyze the power strategies that make gender stereotypes possible in TV.
Abstract
Gender Studies have placed a pivotal role in mass media studies in the last decade. Power strategies and the relationship that has been established among different stereotypes [...]
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The uncertain status of Images in Digital Age
J. Echazarreta Carrión

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 124

Abstract
The Digital Age has arrived and that supposes that we are living a very important revolution in our societies. Since XIX Century, the photographic image has had an important value as a proof of the reality. We have always believed the veracity of what those pictures represented (of course, being aware of the possibility of be manipulated in some specific circumstances), but with digital technology this manipulation has become quite easier, as the same system facilities this manipulation. This supposes that all of us as spectators must be very suspicious of the digital images.
Abstract
The Digital Age has arrived and that supposes that we are living a very important revolution in our societies. Since XIX Century, the photographic image has had an important [...]
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Tips for a didactic application of TV advertising to the learning of the language
E. Costa Giménez, R. Sayós Santiogosa

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 123

Abstract
In this communication we set off from the evidence that the advertising message produces a great impact in society and that the models that it introduces are imitated immediately, especially for the youngsters. For these reasons it is essential that school and university reflect on the advertising mechanisms and make use of the didactic possibilities that it offers to work the advertising message in the classrooms, because it is a complete and entertaining method of studying different disciplines and encouraging transversality in education. Questions of image, social aspects, values, music… can be treated from the advertisements; and, evidently, questions of language. Commenting an advertisement is, in fact, to comment a text and from this point of view it is an activity that can be carried out in the classroom in any educational level. However, the commentary of an advertisement, as that of any text, can not be conceived as an exercise in itself, but has to be part of didactic sequences or sets of tasks channelled to specific goals. In our communication we will detail the elements that have to be taken into account for the linguistic analysis of the advertising spots, offer a categorization of possible exercises and present some operating proposals of advertisements, focusing basically on the study of the textual typology
Abstract
In this communication we set off from the evidence that the advertising message produces a great impact in society and that the models that it introduces are imitated immediately, [...]
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TV social representations social and children
M. Reina Flores

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 122

Abstract
The television transmits messages of immediate form to the whole audience. The people could not filter the information of innate form. An individual learns how to filter the information. The children could learn attitudes and forms of behaviour through what they see and observe. For that the parents have a important paper in the education of their children and the values that they are supposed to acquire. The investigation has been carried out with parents' group and their respective children of ages between the ten and the fourteen years. The used instrument was in the case of the parents a survey and in the infantile sample the clinical interview, result of a study previous pilot. In this study a series of data of special interest is picked up to close the hours that pass the boys before the television. In this investigation the type of programs is described that they are accustomed to see and relationship between the fiction and the reality.
Abstract
The television transmits messages of immediate form to the whole audience. The people could not filter the information of innate form. An individual learns how to filter the [...]
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The sustainable mobility in advertising observatory and television
G. Pedrós Pérez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 121

Abstract
The Sustainable Mobility in Advertising Observatory is an initiative which is proposed as a channel of communication, an element of intervention and a forum for debate and reflection on the contents of advertising on television referring, in one way or another, to the different social, educational, environmental, cultural, economic, etc. aspects of transport. Whereas the public administration devotes increasingly more resources to encouraging changes in social habits to counteract the important environment problems caused by a model of transport dominated by the private motor vehicle, the dependence on and desire to possess this object is proclaimed non-stop on television, especially through its commercials. Thousands of millions of euros are spent annually throughout Europe on boosting the use of the car.
Abstract
The Sustainable Mobility in Advertising Observatory is an initiative which is proposed as a channel of communication, an element of intervention and a forum for debate and [...]
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Evolution in the preferences of audio-visual product consumers
L. Rodríguez Campo, V. Martínez Fernández, Ó. Juanatey Boga

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 120

Abstract
Television has turned into a powerful medium of communication and broadcasting of information, besides having an evident function of leisure and entertainment. New formulas areinvestigated to obtain higher levels of audience shares, which reverberate in fragmented programming since different contents don’t provoke the same acceptance and interest amongst viewers, so varied product and genres are joined together. Through this investigation the intention is to evaluate the practices, habits, preferences and behaviors of fiction viewers. The audio-visual Spanish panorama will be compared with the European one in order to obtain conclusions regarding the guidelines of consumption and the principal similarities and differences between these markets.
Abstract
Television has turned into a powerful medium of communication and broadcasting of information, besides having an evident function of leisure and entertainment. New formulas [...]
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Consuming as consumers and not as spectators
J. Clavero Berlanga, L. Santiago Calahorro

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 119

Abstract
Watching television, according to the point of view of the audience, means being passive subjects. However, if we would realize that we are true consumers of mass media, surely we would try to consume them more rationally, while we would be able to confer to this consumption a voluntary and rational nature that would make us to decide «this is what I want to consume and this isn’t». Moreover, we would realize that as consumers we have rights, rights sheltered behind the law, and we do not enjoy these rights as audience.Also, we would be able to react if we would consider that those rights have been violated.
Abstract
Watching television, according to the point of view of the audience, means being passive subjects. However, if we would realize that we are true consumers of mass media, surely [...]
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The political and publicity profit that comes from (self-interested) compliances to the demand
Ó. Sánchez Alonso

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 118

Abstract
In the audiovisual market, sheer compliance to the demand does not have to lead us to a better service as a consequence.Some populist rhetoric (e.g. «to give to the public all it wants», «to ‘pamper’ TV viewers as they deserve to be pampered») may merely act as an excuse to effectively disguise other kind of purposes (like political and economic aims). The rhetoric that idealizes the «public» in this way might, thus, have this kind of real (and hidden) agenda. Uncovering such a secret programme does not seem a minor endeavour, as far as we are concerned with education, TV and, especially, the quality of our democracies.
Abstract
In the audiovisual market, sheer compliance to the demand does not have to lead us to a better service as a consequence.Some populist rhetoric (e.g. «to give to the public [...]
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«Selling me softly, sharp persuasion»: influence of placement product on the children´s audience of serials
M. Jiménez Morales

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 117

Abstract
The Product Placement on television series of family consumption has turned during the last decade in Spain into one of the most powerful Below the Line techniques for the advertisers, in such a way that the investment for this form of not conventional advertising overcame the budget destined usually to traditional advertising during the past 2004. Product Placement is clearly effective on children who, unable to identify it as advertising, associate the products located to their favorite figures, adopting guidelines of consumption and of behavior related to the brand or to the advertised product. This paper analyzes the process across which children associate the emplaced product and the plot of the series, and how this association influences on the brand image of the announced elements, as well as on their future decisions of buying.
Abstract
The Product Placement on television series of family consumption has turned during the last decade in Spain into one of the most powerful Below the Line techniques for the [...]
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The influence of television on TV viewers’ consuming habits: the viewer’s associations report
M. Fernández Torres

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 116

Abstract
Television is the archetype of all mass media. As sight is the sense which provides us with the most direct experience of things, television makes us feel that what we see is in fact real, and in this way contributes powerfully to the forming of public opinion. Most of the new forms of behaviour are imposed by television. The image overpowers our thinking and converts everything that doesn’t appear on the screen as irrelevant. It seems to be impossible to imagine our world without television, the most powerful provider of audiovisual messages ever to exist. Our eyes receive in just a few hours more images than those received by tens of generations previous to ours. The power of these images is taken advantage of by advertising, which by means of short, dynamic images is capable of seducing the TV viewer, enticing him or her to consume products which, in reality, are far from having the «marvellous» characteristics which television provides them with. Television has favoured consumerism. The consumer society, born in The United States in the 1920s and extended thirty years later to the rest of the developed countries has been strengthened by the growth of television and the enormous amount of time that people spend opposite a TV screen, more than three hours on average. The abundance of material goods shown for the first time to be available to all citizens concorded with their possibility of purchasing them and enjoying them. Consumerism is stimulated by advertisements which appear on television and satisfies the individual’s hunger to buy. This percentage is greater among young people and teenagers, the majority of whom dedicate less time to reading, show little interest in school material, watch a lot of television, play videogames, etc. There are a lot of studies offering information which shows that the abuse of audiovisual material leads to a type of passive learning, causing the children to be less creative and imaginative, and many even lose their curiosity to learn. But not everything which appears on television is damaging to the learning of good habits and behaviour. From schools, educational campaigns orientated towards the positive use of the media should be carried out in order to convert them into a tool for learning; at the same time, parents should tech their children that everything that they see or hear on the media doesn’t always correspond to reality. The present study intends to analyse how the associations of TV viewers defend the television audiences and try to regulate the contents which appear on the screen, with the main objective of regulating the television contents which directly reach the consumer. The concept of associations of TV viewers in Spain is a new one and still doesn’t have any real weight in the choice of contents or in the control of what type of programmes appear on television. The power of television in the forming of opinions, fashions and consumerism in the viewer, as well as the role which the Associations of TV viewers perform, are the core of what it has based this study on.
Abstract
Television is the archetype of all mass media. As sight is the sense which provides us with the most direct experience of things, television makes us feel that what we see [...]
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Adjustment of the electronic commerce to the digital television
M. Fernández Falero

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 115

Abstract
The challenge of the electronic commerce for the new century is going to be the step to the digital television, so that we go away to having to adapt at the rate of a television been founded on the diffusion, to a set of services of digital video based on the access. Of this form, the spectator of television is going to meet the possibility of interacting with the way, which supposes a change in the industry of the broadcast, so then though till now they were the distribution companies of information and entertainment the only ones with possibilities of controlling such events, the possibility of interaction the way on the part of the spectators of the digital television it will allow them intervening in the diffusion of information, which supposes a significant change for the hearing of the television. The companies must elaborate contents directed a users who are going to have access to will: it is necessary to offer them what want, when they want - this is VOD (video on demand) - Then the digital television not only is going to modify the way of doing television, but also the way of seeing television. The electronic market is guaranteeing positions in the commercial Spanish panorama, growth that becomes clear in the increase so much of the number of users as of the volume of business, of the number of economic operations by Internet and of the number of web pages of companies dedicated to the trade across the Net. This positive evolution of the market shows how a way technologically so new as it is Internet, has allowed that in only 15 years it could speak about a historical evolution of the same one. This makes foresee that the step and evolution of the electronic market from Internet to the digital television could have a similar evolution in acceptance and consolidation. Finally, the future of the electronic commerce not only is subject to the appearance of new commercial models, but also to the technology; this way, the following step, technologically speaking, it is that of the digital television, which interactive and to allow to the user a use similar to that of Internet, does to the being that the challenge of the electronic trade is to go on to this way and to evolve in agreement with the characteristics of the same one. The first problem to which one is going to face this market is that of the user's change: in Spain the Internet user (according to the AECE, Spanish Association of Electronic Trade) is for the most part a male, with an age understood between 25 and 34 years; the television, nevertheless, is a very spread way and within reach of all, which will suppose a change both in the content and in the way of presenting the information (definitively, the product that is wanted to sell).
Abstract
The challenge of the electronic commerce for the new century is going to be the step to the digital television, so that we go away to having to adapt at the rate of a television [...]
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Towards a more participative television
T. Lara Padilla

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 114

Abstract
The new technologies of collaboration developed in Internet have led to a change in the relationship between mass media and its audiences. These tools of participation help the sources of information to become closer to the receivers and, in the other hand, facilitate the role interchanging between both agents in the communication process. The television, as mass media, has to be aware of this phenomenon and experiment with new models of participation with its viewers.
Abstract
The new technologies of collaboration developed in Internet have led to a change in the relationship between mass media and its audiences. These tools of participation help [...]
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The positioning in 20’’: the self-promotion of the television networks
L. López Font, C. González Oñate

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 113

Abstract
The Spanish televising scene is, at the present time, the center of a social and cultural discussion.Before the critic carried out towards as daily means as it is it the television, are many, (including the hearing), those that demand a reform that structures all the televising scene with the purpose of constructing an educative television and of quality. But, what it is happening from the point of view of the own television networks before the critical panorama which they face?. Which is its reaction, its strategies and their techniques to create a positive image of the own means and, most important, to transmit it to the spectator and to seduce to him?. The television networks have chosen to reframe their identity to reform the image that grant to the hearing. They have begun to be unmarked, to create a differentiating positioning before a hearing that every day is more demanding due to the supply that the technology offers to him. One of the most effective instruments fortify a position, to consolidate a position of the television companies before a heterogenous and more and more complex hearing, is the development of the televising continuity, with peculiar discursivas forms like cardboards of continuity, self-promotions, heads of programs, syntonies, bursts, etc., that contribute to fix the image of mark of the different companies, before the eyes of the spectator. This communication will be placed in the plane of the televisions like organizations to reflect from the side of televising means before the emergent problems, and to analyze the methods that are carrying out the different chains to create that positioning that differentiates from the others, centering to us in the autopromociones like the used advertising tool more, nowadays, by the television networks. The transmitted values, the corporative image and communicative identity and, really, all those aspects that in the autopromociones are expressed, will be analyzed to be able to understand the reactions caused by the chains of the Spanish televising panorama. In sum: 20 seconds of publicity of self-promotion so that a chain can transmit a new image, full of positive values for a society that, nowadays, questions own televising means, that is to say, to analyze how the televising means make use of its own channel to trasmitir and to create value of mark.
Abstract
The Spanish televising scene is, at the present time, the center of a social and cultural discussion.Before the critic carried out towards as daily means as it is it the television, [...]
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Weblogues: a new instrument for the promotion of the communication between television and viewers
N. Baltasar

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 112

Abstract
Weblogs, also referred to as Blogs, are a very important tool in our days and its growth in the last few years is the confirmation of the importance they have in the Portuguese mediatic context. This new communication instrument can be defined as a frequently updated website or personal diary where the contents are inserted by chronological order and the most recent content is always the one that appears first on top of the site. Blogs are usually pointers to other websites or blogs and they often include comments from the readers. One of its most interesting features is that they can be created and maintained by a group with common interests, and be a debate and reflection space for the group members or they can be open to the community comments if that’s their members’ option. If the Internet was already considered a privileged space for communication and information exchange, blogs came to reinforce these potentials even more in the sense that they sustain themselves as a meeting point among people with common interests. Blogs offer the opportunity for everyone (with a computer and Internet connection) to access information, comment it, express their ideas and opinions, share their knowledge, etc. It is in this perspective that we consider blogs can, as an expression and reflection space, fill in a gap that exists in television – the audience space, their answer, opinion, etc. In Portugal there are many blogs related to media education and some about television in particular and they are a reference of critical analysis and reflection. This paper is based in the study of some of these blogs related to media education and television, as for instance Crianças e Media, Educação para os Media, Educomunicação/Educomunicación and Irreal tv. We aim at doing an analysis in what concerns their goals, contents, functionality and dynamics. Departing from this analysis we intend to deepen knowledge about this kind of blogs and its worth to reflection and to increase critical thought towards television and media in general. We also aim at drawing attention to the small part television occupies as creator of a dialogue space for their audience and to the fact that it should be more involved in creating initiatives and promoting interaction with their audience.
Abstract
Weblogs, also referred to as Blogs, are a very important tool in our days and its growth in the last few years is the confirmation of the importance they have in the Portuguese [...]
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Television, advertising and communication
M. Degrado Godoy

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 111

Abstract
We can say that television is a social or mass médium, sent to all the saciety, so there are million of addressers uho receive the messages at the same time. If maves TV a perfect way to pass ideas, thoughts and products on, so the advertising World uses it to sell its products using various elements, standing out the sound and the music. The called creative of advertising ark themselves questions about the Picture World, the sound, the music and the best colours tos ele some products or spread some facts though television.
Abstract
We can say that television is a social or mass médium, sent to all the saciety, so there are million of addressers uho receive the messages at the same time. If maves TV [...]
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Violence in the cartoons of past and present days
F. Pérez Garcias, S. Urbina Ramírez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 110

Abstract
This study compares several cartoon serials -from middle 60's to middle 70's- with actual cartoon programs, and has the main objective of analyzing if the social concern about the violence representation in children TV programs has provoked substantial changes during the last years. To proceed to that comparison we used the content analysis methodology. Results suggest that there was a bigger presence of violence in the «old» serials when compared to the «actual» ones, despite the language used seems to be more aggressive in the current cartoons.
Abstract
This study compares several cartoon serials -from middle 60's to middle 70's- with actual cartoon programs, and has the main objective of analyzing if the social concern about [...]
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Effects that images of suffering, violence and death have on viewers and society
A. Linde Navas

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 109

Abstract
First photography and then television have persistently reflected suffering, sorrow and death. In this paper I intend to review some of the theories which explain such an interest. Then I will approach the moral debate about what the media should o shoud not show regarding cases of suffering, violence and death. The most important part of this paper is about the effects that certain images of suffering and death have on viewers and on the whole society. These reflections have made me come to two conclusions: In the new context which sorrounds informative television, where images often become mere merchandise at the consumer’s service, the effects which the images of suffering, sorrow or death may have on people are utterly unpredictable. In spite of that, I believe in the necessity of such images –without giving in to sensationalism– as a means of vigilance and control, which is indispensable in modern democracies.
Abstract
First photography and then television have persistently reflected suffering, sorrow and death. In this paper I intend to review some of the theories which explain such an [...]
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TV and violence new ways of watching
A. Pinto da Mota Matos

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 108

Abstract
This paper presents the results of a study conducted with 820 students from the 4th, 6th and 8th grades, with the purpose of testing the hypothesis that enjoyment of TV violence, perception of realism in TV violence and identification with violent characters would mediate the relationship between viewing TV violence and physical aggression. The results suggest that children who take pleasure in viewing TV violence, who identify with violent heroes and who think of TV violence as similar to real life are more likely to be influenced by violence on television. In the discussion of the results, implications of these findings for parents, children, and teachers will be a central focus.
Abstract
This paper presents the results of a study conducted with 820 students from the 4th, 6th and 8th grades, with the purpose of testing the hypothesis that enjoyment of TV violence, [...]
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Audiovisual violence and its developmental effects: a theoretical and empiric study
C. Barrios Cachazo

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 107

Abstract
The present communication shows the results obtained from an academic work done between February & May 2005 in the seminary «Education and prevention of violence» taught by the professor Mª José Díaz-Aguado, in the context of the «School Psychology and Development» Doctorate Program of the Universidad Complutense of Madrid (Faculty of Psychology). The work consists of two clearly differentiated parts: a first part of theoretical kind, in which the main aim was the revision of the current state of the studies on violence in the media and its effects on people’s development, through the collect of relevant information and research done in the recent years, and a second part of practical kind, in which was elaborated an index for violence measurement in audiovisual documents, applying it consecutively to student’s samples with different characteristics and groups of ages (university and high school).
Abstract
The present communication shows the results obtained from an academic work done between February & May 2005 in the seminary «Education and prevention of violence» taught [...]
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Television and Peruvian Audience in oral and diverse country
M. Quiroz Velasco

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 106

Abstract
The television is a subject that worries all of us, from educators, politicians, and intellectuals, to producers and TV makers. When the TV stopped being considered the big responsible of educational failures, and the intellectuals and thinkers had to accept that this phenomena was part of the youth existence, there were new approaches that arose that we will try to revise and understand in this article. FA recent research done in Perú, made me realize the proved value and sense that the television continues to have in the children and adolescent life, both in cable and opened sign television. It is not at matter of being a technological instrument, but a form of relation through the one children and adolescent inform themselves, entertain, learn, and always develop new forms of relationships. It is not about a strange, extern, and interchangeable instrument. It is about every day practices, cultural ones -along with radio and movies, computer and internet- that has being incorporated to modes of perception and sensitivities, that produces and influences and as a consequence is necessary to evaluate. As long as the image appeared and became part of the every day and social life, and the education of the youth, it also became a culture support. In spite of that, the adults, -parents and teachers- still used it to illustrate the word, to make the speech stronger and wiser, without really understand the reach that language has as carrier of the meaning. Thus, it requires a severe re-thought that needs to begin with admitting that audiovisual media are part of every day life of people. More than that, it is necessary to accept that the official culture and the school itself are convoked and threaten by that same image culture. Children and adolescent have grown under the influence of the show culture, a culture where the sensorial gratification, being scared of the silence, and a rejection of the static is present. Thus, today's generations prefer the concrete over the abstract, the sensitive over the insight. We should add that in comparison with a humanistic, systematize, and hierarchical culture, the television culture is a mosaic characterized by dispersion and chaos. As Joan Ferrés points out, it is not possible to deny that today youth still lives with the sensitivity related to the visual and intuitive, confronting the urgency of logical thought, conceptual and deductive, demand by formal institutions. In a country like Perú, a country where the oral communication is still diffused as a characteristic of the every day relations, the image becomes the new way of communication, first the television, today the computer, and then the internet. There are people that transit from oral communication to the image in the screen, without passing through writing.
Abstract
The television is a subject that worries all of us, from educators, politicians, and intellectuals, to producers and TV makers. When the TV stopped being considered the big [...]
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TV habits and values: a university teaching experience
S. Palacios Navarro, C. Medrano Samaniego, A. Cortés Pascual

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 105

Abstract
On the one hand, this paper is part of a wider reseach work that collects information on some diferent variables: previous knowledge, habits of studing, motivational strategies, learning strategies, thinking styles, moral judgement, self-esteem, maturity (adulthood), values and logical reasoning. On the other hand, this work is one of the first steps on the ongoing research project about the controversial relationship between TV contents and values. In this paper we focus on the results obtained from a sample of university students on the relation between their values and TV programmes preferences. The data collection used on this survey process was carried out by means of virtual forms (on the Internet) since we are of the opinion that they are an effective research tool providing more interactivity in the academic virtual context. A profound development of this teaching tool is bound to become an excellent means of promoting activities focused on students and activities (non-attendance), as the frame of European recommendations for studies convergence suggests. We also use the questionnaire (SVS) created by Schwartz (2002) to know the students´ values and a questionnaire created by us to know their TV preferences. The research on this field has been mainly atheoretical or it has been based on three major models: cultivation theory (Gerber & Gross, 1976), social-cognition learning theory (Bandura, 1996), priming theory (Jo y Berkowitz, 1996). Currently, researchers are focused on analysing the effects of TV according to other models such as agenda setting (Severinm y Tankard, 1997), framing (Hallahan, 1999; Scheufele, 2004), uses and gratifications (Rubin, 1994) or enjoyment by means of tensional control (Zillmann y Bryant, 1996). According to social-cognition tradition, values are considered cognitive representations whose source can be found, on the one hand, in basic biological needs and, on the other, in demand coming from different social intitutions. But values also mean an individual contruction of a transituational goal where targets involve interests (collective or individual) that have to do with a specific motivational domain. The results show that almost the whole group of the students considers themselves as viewer and most of them prefer to watch television soaps. Besides, meaningful differences in some values domains can be related to TV enjoyment expressed by the subjects of our sample. Certain values domains like security, conformity and power are important for those students who enjoy watching TV a lot versus those who do not enjoy it. Similarly, we find some limitations on our work. Firstly, habits of the use of television should be defined more clearly and a suitable measure of this use should be developed more accurately, secondly, the data on the habits of watching TV and preferences might be conditioned by the sample composition. Nevertheless, we think that the measurement by means of the Internet is innovative and it can make the access to wider samples easier. At the same time, this tool may have an effect on the data and it could be incompatible with the requirements for the correct experimental data collection. To sum up, this paper collects the fruits of a didactic experience whose results can be used for making an empirical approach and for taking the first steps in the right direction concerning the research project on TV.
Abstract
On the one hand, this paper is part of a wider reseach work that collects information on some diferent variables: previous knowledge, habits of studing, motivational strategies, [...]
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TV, development and language. A study on teenagers from Ceuta
M. Núñez Delgado, R. Benítez, J. Liébana Checa

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 104

Abstract
Television has an important role in both the individual and social development. We live in a world where everything happens very fast, where TV contributes to spread views of the reality and social values that are adopted as behaviour rules. In this paper, we talk about the importance of TV in the individual development and the language that is used. In order to achieve this objective, we have tried to find out the TV consumption from a group of teenagers through a questionnaire. These teenagers are in social risk situation due to their families’ circumstances, such as drug-addiction, prostitution, etc.
Abstract
Television has an important role in both the individual and social development. We live in a world where everything happens very fast, where TV contributes to spread views [...]
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Empirical study on the teensoap «Al salir de clase»: Soap Opera's power in the transmission of values among teenagers
Y. Montero Rivero

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 103

Abstract
The television's power to socializate teenagers is always reason for worry among educators and social scientists. Soap Opera is one of the highest exponents as transmitter of values, rules, attitudes and opinions. This article presents an empirical study about the spanish teen soap «Al salir de clase», which analyses its contents and adolescent's reception.
Abstract
The television's power to socializate teenagers is always reason for worry among educators and social scientists. Soap Opera is one of the highest exponents as transmitter [...]
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Youngsters in front of the telerubbish: case study
E. Fuentes Romero

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 102

Abstract
Our communication - after stating that not in the information that the mass media emit on trash TV, not in the big agreements that are taking the youth movements are present-, it tries to investigate on the opinions and the attitudes a certain group of pupils of an Institute of Secondary Education. For it, we have realized a questionnaire, have analyzed the results and present a few conclusions that, though we do not claim extrapolar, can have interest for this Congress from Communication and Education and for the social debate on trash TV.
Abstract
Our communication - after stating that not in the information that the mass media emit on trash TV, not in the big agreements that are taking the youth movements are present-, [...]
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Consumption of television among youngsters at University
A. Almansa Martínez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 101

Abstract
Enough he has written himself on the television consumption during the infancy and adolescence. Nevertheless, overcome the threshold of the adult age, The topic loses interest. Evidently, the young men present circumstances different well from the children. The first one and more importantly it is that the young men already possess the sufficient maturity and criterion to be able to interpret the messages that come to him for television, since already they are adult persons who have the sufficient formation how to be able to face without problems the audio-visual contents. In any case, yes that continues being interesting to know which is the consumption of these university young men and which are the tastes most generalized in this public. This article offers the result of an investigation among pupils of the University of Malaga , that is to say, between university young men proceeding from Malaga , from other many Spanish provinces and from different European countries (pupils who are in this university for a scholarship Erasmus). It treats itself of a generation who has been growing with the television and who, from very small, they were enjoying the way in his moments of leisure. That is to say, the study has been done among persons who are doing top studies in Spain and who, besides this formation, count already with years of experience as television hearing. Hereby, we will know the number of daily hours that are in the habit of dedicating to seeing television, in what moment of the day, which they are his chains and favorite programs, as well as his valuation on the principal television contents. In the same line, we will know the principal reasons of election of programs. We can affirm that the university young men select the channel that they are going to see, not so much for the chain in yes and the image that they have of her, but rather for the program that is expressed and his contents. The favorite programs are those of amusement. For it, magazines are at the head of his preferences. In the same line, the programs with content ironic and humorous, included some contents of named «garbage», they are between most seen by the university young men. The informative ones also are favorite.
Abstract
Enough he has written himself on the television consumption during the infancy and adolescence. Nevertheless, overcome the threshold of the adult age, The topic loses interest. [...]
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The television that youngter want: to a media of proximity
F. Sabés Turmo

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 100

Abstract
This work tries to do a revision to the preferences, tastes and ways of consuming television on the part of the young men of Aragon. The contributed results arise from 790 surveys realized (fulfilled) to individuals who form a part of this group. The investigation puts of manifest the notable interest that this group demonstrates for the local televisions, for the information and the entertainment and especially for the contents of proximity. All these preferences place inside a wider context in which it is revised also the models of consumption of other means (press, radio and Internet) as well as the results are analyzed having in bill public laceration of the radio and the television.
Abstract
This work tries to do a revision to the preferences, tastes and ways of consuming television on the part of the young men of Aragon. The contributed results arise from 790 [...]
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TV advertising with acting children (up to 12 years): an analysis of audio-visual contents
M. Barba García

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 99

Abstract
Nobody questions that advertising is one of the elements of the culture of our time and it generates consumption, being the children the most sensitive objectives. Thus, once the consumption habit is created, it is quite easy to correct its direction, directing it towards the satisfaction of new needs (Martínez, 1995: 12). We try throughout this research to understand the presence of the figure of children in any advertising spot and to set some implicit values that can affect them. For it, we have divided this study in four parts. The first part puts forward the reason of selection of this project. The second part, on which our study is based: the present mediatic society. Consumption predominates in our society, and it finds its maximum apogee on TV. advertising, since the television is a mass-media that has high social power. And the children are protagonists in spots because advertising tries to consolidate the habit of consumption in the childhood (Furones, 1980: 30). In the final part, we will continue with the development of proposals of intervention to prepare people to a critical and intelligent consumption. For it, we will concentrate in five scopes: school, family, the own intervention, the media and the community. The third part of our study presents audio-visual documents, base of our research. In it, we will describe the process of research followed by the object of our study, the audio-visual documents, and we will indicate the objectives that we considered. By watching the videos, we will collect the data that will be analyze with the object of valuing its adjustment to the intentions of the research and will present the results derived from the process. And finally we will indicate the conclusions that have come up in our study along with the consequences that will take us to future potential research and all those limitations that have come up throughout the research process.
Abstract
Nobody questions that advertising is one of the elements of the culture of our time and it generates consumption, being the children the most sensitive objectives. Thus, once [...]
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The soundtrack of the programme «Ra-Tim-Bum»
M. Duarte

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 98

Abstract
This study treats the partial results of research directed at the analysis of soundtrack of television program Ra Tim Bum, Educational TV, obtained by applying the methodology of analysis proposed by Amparo Porta (1997). The Spanish researcher arrives at the meanings of musical discourse by way of three levels of approach: (1) the provable point of reference, the nuclear level of analysis, referring to qualities of the sound, as well as to certain characteristics of style; (2) the poetic approach, taking as a text of reference the musical structure of the television program, observing how is constructed and it types of conclusion; (3) the topic approach, the topical dimension of the discourse is that which confers more stability, sharpness and coherence from the ideologic point of view, and so far as a topic is a discourse used by a group, sector or tendency. For this reason, the entire and enable of musical text is necessary. The analysis of one of the most profound aspect of the program, which seeks to transmit the meaning of the concept of equilibrium and disequilibrium, lead us to conclude that, the spite the educational intention advertised at the conception of the program, culturally questionable stereotypes have been transmited: the concept of equilibrium was associated with the musical peaces with characteristics of erudite music of the classical period or the beginning of the romantic period: tonal, measured, resolution of dissonances, while the concept of this disequilibrium was associated with the non-resolution of dissonances, the random relationship of sound in an unmeasured bays. There was stabilished and antithesis, in terms of value between the erudite music of the classical-romantic style and that of contemporary style.
Abstract
This study treats the partial results of research directed at the analysis of soundtrack of television program Ra Tim Bum, Educational TV, obtained by applying the methodology [...]
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Musical language of the programme «Xuxa and the world of imagination»
J. Nunes Fernandes

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 97

Abstract
This study is developed on the theoretical and methodological basis of analysis of discourse apply to music, proposed by Amparo Porta (1997, 2001). The objective is to analyse the sound language of program «Xuxa and the world of imagination», by three levels of approach: provable point of reference (musical qualities), poetic (treatment of phrases and conclusion), and topical (ideology transmited). In this study an analysis of one aspect of program is presented. As a partial result, in may be pointed out that the aspect selected was not present innovative language to resources for producing sound. And the contrary, it is characterized by a lack of musical recourses, which produces repetitive effect and suggests stereotypes, not only in the scope of the ideological message, but also in the musical scope. This is because it expresses musical forms which are based on commercial and industrial just justification – which have as a reference a passive spectator who is subject to the relationship of dominant culture.
Abstract
This study is developed on the theoretical and methodological basis of analysis of discourse apply to music, proposed by Amparo Porta (1997, 2001). The objective is to analyse [...]
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The listening of one viewer. Children in front of television
A. Porta Navarro

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 96

Abstract
Our topic looks for the understanding of the music's function in the communication and, at the same time, to try to explain to it. In our position the basic contents are the elements and structure of the Music in their new spaces: the cinema, the publicity, the cinema of animation and the propaganda for example.
Abstract
Our topic looks for the understanding of the music's function in the communication and, at the same time, to try to explain to it. In our position the basic contents are the [...]
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Favourite children´s TV programmes arroung viewers from 6 to 8 years old
M. Sevillano García

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 95

Abstract
During the last five years, the television consumption of the smallest has increased a lot. According to our investigation, the schedules in those that the children watch more TV is: 7 to 9:30, 13:30 to 15:00, 17:30 to 20:00. The TV stations show publicity of announcements of special content for children. The weekends and the holydays are days in that infantile public's presence is very big, especially among 9 and 12 of the noon. The children prefer infantile programs because they have more action and violence among other things. It fits to point out that the kids' activity in front of television transcends of the moment to be in front of the screen.
Abstract
During the last five years, the television consumption of the smallest has increased a lot. According to our investigation, the schedules in those that the children watch [...]
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What do the Brazilian children think about what they learn on tv?
R. Duarte, R. Migliora

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 94

Abstract
This study analyses and discusses the opinions of children contained in the texts and drawings that were forwarded to us regarding what they think about what they learn by watching television. Starting from this material, we formulated certain hypothesis regarding the relationship these children established with the television, and the way they deal with the issues that are more common in the actual debates about television in the current days: violence, TV news, soap operas, cartoons, adult entertainment, among others.
Abstract
This study analyses and discusses the opinions of children contained in the texts and drawings that were forwarded to us regarding what they think about what they learn by [...]
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What the children of the world demand from television. Comparative International Research between 6 countries
T. Merlo Flores

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 93

Abstract
This field research aims to understand the way in which the children of the world relate to television and what they expect from it, that is how they wish it to be in the future. One of the distinctive characteristics of this research is that there is no adult interference or mediation, the children respond directly to the television, which ensures that the replies are real life stories filled with emotion and imagination. The successive analysis of the material collected (more than 15.000 letters and drawings form all the countries), allow us to distinguish different levels of interpretation: on the one hand, all the elements that are common to all children regardless of cultural, geographical or economic differences of the context and on the other hand, the specific characterization of the demands on television related to region, country and geographical areas within each country. The globalization vs. localization phenomenon clearly appears in the results of this comparative research work, evident in similar expressions in the replies to many of the enquiries that the researchers have been asking for a long time, but from a perspective that integrates different theories traditionally though of as contradictory. The type of themes, values, what they like, what scares children, where we detect violence, what they would like the content to be, how they wish to participate etc, are just a few of the answers that the children provide us with their letters, drawings and emails. An extremely rigorous cuanti-cualitative method allows us to believe that we have respected what is really happening in the children's world in this time of media and images and that the message they transmit is sufficiently clear and strong as to serve us adults as a guide in the search for quality television.
Abstract
This field research aims to understand the way in which the children of the world relate to television and what they expect from it, that is how they wish it to be in the [...]
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Is hanging being 6 hours better than watching TV for 1 hour?
Á. Gómez, M. León, M. Monedero Isorna

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 92

Abstract
This paper analyses the results of a poll about the student's TV habits in the first cycle of CSE (Compulsory Secondary Education) of the IES Averroes in Córdoba. The relation that these habits have to the academic results is stated here, both in a positive sense and in a negative one. Moreover, the importance of analysing both factors (academic results-TV consumption) is highlighted in relation to other habits of use of the spare time that are not normally studied and that affect, in an important way, both to the academic performance, in general, and to the capacity of attention, wich in these ages, is directly involved in the academic success.
Abstract
This paper analyses the results of a poll about the student's TV habits in the first cycle of CSE (Compulsory Secondary Education) of the IES Averroes in Córdoba. The relation [...]
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The pre-school child on a TV viewer
C. Domínguez Aguila, N. Schade Yankovic

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 91

Abstract
Social communication media, and particularly television, constitute a significant part of the daily life of adults, adolescents and children. Access to this media has made watching television the main activity carried out by Chilean children during their free time in Chile. There is a great number of studies about children, youngsters and television, but only a few question why they watch television and what it is they like about it. This study addresses this issue, and, considering that Chilean studies on children indicate that 64.7% of them watch Cartoons, the paper focus on this type of television program for children.
Abstract
Social communication media, and particularly television, constitute a significant part of the daily life of adults, adolescents and children. Access to this media has made [...]
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Parents, main referent for what children watch on TV
C. Marta Lazo

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 90

Abstract
The fact that children share their exposure time of TV media with their parents affects the messages reception quality. The children who usually talk with their parents during the TV watching process present a higher activity level towards thier enviroment, understanding more clearly the values introduced into the images, and being able to distinguish reality from fiction. On the contrary, those who don´t usually talk with thier parents about what they see, and therefore don´t have any pattern to follow, usually misunderstand the interpretation of meanings. Thus, to get the quality television we want, parents should be aware of their important work as guides of the contents their children watch in TV.
Abstract
The fact that children share their exposure time of TV media with their parents affects the messages reception quality. The children who usually talk with their parents during [...]
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Uses and rewards of television according to child receivers
A. Flores Domínguez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 89

Abstract
The Uses and Gratifications Approach is based on claiming that the receiver of communication is an active subject capable of selecting the media and their contents, in his eagerness of finding satisfactors to his needs. This paper is the result of a research carried out in students of Sixth Year of Primary School in Los Mochis, Sinaloa, Mexico; and it explains how and why this audience use television as a satisfactor of some of their personal needs, where the social environment in which they live, their habits of leisure and the contents of their favourite television programs are their determining factors
Abstract
The Uses and Gratifications Approach is based on claiming that the receiver of communication is an active subject capable of selecting the media and their contents, in his [...]
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Emotion and children´s habits regarding television
A. Sedeño Valdellos

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 88

Abstract
Television provides a common base for the first phases in children´s socialization. The language in television rests on three elements: visual tools, the tribute to personality and the spectacularity in the information. The mix of these three topics produces an emotional logic for all television contents. This paper deals with the topic of the emotional audio-visual language in television and its influence for children, especially some programmes like advertising.
Abstract
Television provides a common base for the first phases in children´s socialization. The language in television rests on three elements: visual tools, the tribute to personality [...]
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What do the children´s audiences do with the television?
S. Quiroga Macleimont

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 87

Abstract
The TV is an absorbent media, de powerful penetration and an instrument of culture and social interaction. During the 60 the research about TV and children was realize since the research lines of research in communication: the american research in mass communication, the structural view of french semiotic, the ideological critique with marxist tradition and the dependent theory. Therefore, the idea that the children are poor receptors to understand the violence of TV and the explosion of TV information is old, but relevant. Our contexts are iconic and the TV´s spectator confronts with a dynamic and tension universe. The experience and the culture help to child audience to understand the message of TV. This reflection is about the idea of building models of analysis. The idea of the child public takes a particular form of relations with the TV that other publics were advanced.
Abstract
The TV is an absorbent media, de powerful penetration and an instrument of culture and social interaction. During the 60 the research about TV and children was realize since [...]
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The effects of TV on children and teenagers
A. Rodríguez Escámez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 86

Abstract
TV influences people during all ages, but especially during childhood and adolescence. In this study we analyze the TV habits of 87 individuals (49 female and 38 male) from ages between 11 and 16 years old. They belong to two public schools in Seville, between sixth and ninth grade. The instrument employed is the questionnaire we have prepared for this study, which compiles all the relevant information for the subject of our analysis. The variables include: preferred programs, who picks them, the respondents bed time, if they eat while watching TV, who decides the programs, time watching TV, time exercising, time studying and doing homework, how do the consider themselves intellectually, and what is the basis of their opinion. These variables have been correlated with the academic performance. The results show that the students that spend more than four hours a day to watching TV favor sedentarism, diminish physical exercise and school related activities, and end up with a low academic performance. Their TV habits increase with age. We highlight the importance of TV networks making an adequate control that should compete in broadcasting quality programming and should abandon the strategy they have adopted of broadcasting non-cultural programs to attract audience. Also, parents should get more involved, through viewers associations, and create community TV programming forums (as it is already in place in some Regions of Spain) in order to increase the quality of TV content and to review them because, in most cases, children are choosing the programs.
Abstract
TV influences people during all ages, but especially during childhood and adolescence. In this study we analyze the TV habits of 87 individuals (49 female and 38 male) from [...]
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The teenager viewer as a castaway
L. Deltell Escolar

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 85

Abstract
Internet and the games of computer have displeased the television leisure among the young men.The teenagers dedicate more hours Intternet and the games of arranged. They have changed their impression on the television. Nowadays the Spanish teenager consdera that the television is neither interesting nor enterteining. The young men are more removed from the television that the adults. Few teenagers who see the television are shipwrecked between his environment.
Abstract
Internet and the games of computer have displeased the television leisure among the young men.The teenagers dedicate more hours Intternet and the games of arranged. They have [...]
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Journalists and viewers: challenges and demands for a process of interactive relation
E. Real Rodríguez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 84

Abstract
The information appears today like an individual and social necessity, because a society without information is not free. The public function of information begins admitting that people and society have right to be informed, and that this right involves their active and intelligent participation in the informative process. In this relation neither the professional nor the public must turn one’s back on each other. It has to exist between them both an alliance of fidelity, credibility, confidence, coherence and creativity. Which behaviour will be necessary to contribute to the democratization of this relational process in television?
Abstract
The information appears today like an individual and social necessity, because a society without information is not free. The public function of information begins admitting [...]
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Andalusian people in the TV reality: audience through the anonymus andalusian stereotype on TV
L. Teruel Rodríguez, F. Fernández-Delgado Cabello

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 83

Abstract
This paper arises from the research on the most relevant Spanish reality shows approaching the stereotypes transmision question. The analysis departs from the overrepresentation of Andalusian people on this kind of programs. This article attempts to understand the importance of these representation on these successful programs. From this television format and structure study, the argumentation is based on sociological and managerial reasons.
Abstract
This paper arises from the research on the most relevant Spanish reality shows approaching the stereotypes transmision question. The analysis departs from the overrepresentation [...]
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The viewers’ judgement about television reality narratives
M. Jiménez Morales

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 82

Abstract
This congress communication tries to develop a brief contents study about some of the paradigmatic reality programs with a qualitative analysis of their receipt. Hereby, it wants to study which are the main thematic topics that appear in this kind of programs across the representation of their contesters and which is the public opinion in the moment to pronounce sentence. Because under the decisions of the viewers’ telephone votes there is not only the luck of the competitors, but also the luck of our television and our own society point of view
Abstract
This congress communication tries to develop a brief contents study about some of the paradigmatic reality programs with a qualitative analysis of their receipt. Hereby, it [...]
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The excessive spectator (fan) and the communities online: studies of reception and mediatic education in «Big Brother»
D. Aranda Juárez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 81

Abstract
The goal of the communication is to present the results of a research on a group of excessive spectators (fans) of Big Brother who use a forum of discussion in the network as a tool of socialization and pleasure. y suggest extending the traditional proposals that relate communication and education with the tools of the reception and cultural studies.
Abstract
The goal of the communication is to present the results of a research on a group of excessive spectators (fans) of Big Brother who use a forum of discussion in the network [...]
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Political news on TV: are the citizens apathetic or interested in it?
S. Berrocal Gonzalo

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 80

Abstract
This article analyzes the changes that have taken place in the political communication from the birth of television. A historical review of the functions that have been having the television until becomes the first source of political information for the citizens it is shown in this article. The research analyzes the effects that the new political communication has in the presentation of the political information as well as in the audience. One of the most important conclusion is the affirmation that at the same time that the television popularizes the policy, it allows a fast and easy access to this type of information. The citizens are apathetic and disinterested in it.
Abstract
This article analyzes the changes that have taken place in the political communication from the birth of television. A historical review of the functions that have been having [...]
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The televiewer, a sovereign or a puppet of the political events?
N. Quintana Paz

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 79

Abstract
Since the origins of TV in Spain, the interventionism of Power (in its different forms) has shaped the role of Spanish citizens. Partisan and/or economic interests has lessened the applicability of terms like « general interest » and « public service », terms that were often (and rhetorically) used as a motto for many media policies. These media policies created a certain concept of « TV viewer ». During the dictatorship years, this viewer was considered under the role of a puppet of political events. In the democracy years, the TV viewer is still far away from the autonomy that one should expect for her.
Abstract
Since the origins of TV in Spain, the interventionism of Power (in its different forms) has shaped the role of Spanish citizens. Partisan and/or economic interests has lessened [...]
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Television and politcs: Spain and France
T. Pedroso Herrera

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 78

Abstract
The television has turned into the center of the reflections of the contemporary societies due to its presence and power. The political class from different countries has elaborated a series of documents that offer solutions to the problems raised by the use of the television. The Council of Europe in 1986 suggested in the document «The future of public service broadcasting» that the television had to serve for the democratic and cultural development of the Europeans. The French Senate elaborated another document («L'entrée dans the société of l'information») in 1996 in which it was warned that the television did not have to be ruled only by the market and that it had to be controlled for the state. The Spanish government entrusted a report («Informe para la reforma de los medios de comunicación de titularidad del estado») to several intellectual for the restructuring of the public audio-visual sector. The most important conclusion consists of the fact that the purpose of this sector is the public service that must not be measured up exclusively for the economic profit.
Abstract
The television has turned into the center of the reflections of the contemporary societies due to its presence and power. The political class from different countries has [...]
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Ciziten participation from the view of the law of social responsibility in radio and television of Venezuela
M. Ramírez Alvarado

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 77

Abstract
At the end of 2004, a decree about the Law of Social Responsibility on radio and television was approved by the National Assembly of the Bolivarian Republic of Venezuela. The debate about this controversial Law (known by its initials in Spanish as the «Ley Resorte»), has been hard in every sector of society and has been in the «hurricane center» in the last years. The aim of this article is to analyze one of its most innovating aspects: the creation of legal mechanisms which promote the participation of the citizens in the regulation, control and emission of broadcasting and television contents and the real fulfilment of this Law.
Abstract
At the end of 2004, a decree about the Law of Social Responsibility on radio and television was approved by the National Assembly of the Bolivarian Republic of Venezuela. [...]
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Television and mass media representation: contractual problems with the viewer
M. Martínez García

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 76

Abstract
Nowadays, when our society runs towards the «global village», as it was seen by M. Mc Luhan, every place in the planet is connected to any other like a rhizome (remember the concept by G. Deleuze and f. Guattari) and it´s impossible to think that the human being may get in touch with his environment directly through his senses, knowing the real world at «first-hand». So, the function of the mass media is essential; simply because of a physical reason, the man is not able to be in praesentia in every world event. For instance, television replaces direct sensory perception of events for a «lead» perception, controlled by one or more power groups, those ones that own the media, which turn reality into a homogeneous construction ready to be watched. Television messages gets into a a way of representation, that makes the world open to the viewers.
Abstract
Nowadays, when our society runs towards the «global village», as it was seen by M. Mc Luhan, every place in the planet is connected to any other like a rhizome (remember [...]
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The best TV offer for the free-time consuming TV viewer
L. López Romero

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 75

Abstract
Public television and private TV channels in Spain have educational programs, not as many as it would be necessary, for children and for adults. However, one of the biggest problems for these kind of programs are the time they are on television, that is to say, there are many specific programs that the TV viewer cannot watch because it is working hours for adults or school hours for children or even they are scheduled late at night.
Abstract
Public television and private TV channels in Spain have educational programs, not as many as it would be necessary, for children and for adults. However, one of the biggest [...]
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The hypnosis of screens: reflections on a possible awakening of televiewer
A. del Portillo García

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 74

Abstract
TV viewers suffer very often a psychical surrender in front the screens. This is a way of defencelessness against different levels of reality and veracity of TV contents. The mental attitude of viewer is a learning process usually hidden by appearance of naturalness of quotidian television device presence. But TV language is not natural, but rather a complicate system of message structures built in clearly intentional purpose. Human mind develops his learning process, that configures a life meaning, under very important psychical pressure. In which stage or step of this process the viewer mind configuration begins? Can we modify such configuration improving a critical judgement in front of television messages? All these questions move us to the most basic initial learning in childhood and adolescence periods inspiring searching works about the possible awakening of TV viewer intelligence through active technical training: we need unmasking the trick showing how television makes new realities or visions in which sometimes is difficult discriminate between truth and point of view.
Abstract
TV viewers suffer very often a psychical surrender in front the screens. This is a way of defencelessness against different levels of reality and veracity of TV contents. [...]
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The media is not the message any longer
J. Mateo, A. Garcia, S. Guzmán

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 73

Abstract
Due to its converging relationship to computer science and telecommunications, the audiovisual sector is experiencing a number of fundamental changes that will lead to the final shutdown of analogical techniques by 2012. These changes also have an important influence on the relationship between TV and its audience. This paper will analyze the reception area of the new digital technology where several screens interfere (TV/Internet/mobile phone), and will try to describe the space that it reserves for the incipient audience-user within the present tendencies of television and its different forms.
Abstract
Due to its converging relationship to computer science and telecommunications, the audiovisual sector is experiencing a number of fundamental changes that will lead to the [...]
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Educational aim four our culture: learning to be semioticly strong
J. López Herrerías

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 72

Abstract
The human species is a communicative life. The persons are realized in the communication, necessary generator of the concrete reality of myself. To be exposed today to an invasor communication world (the culture of the image, of the television) appeals to the new educative challenges, that decide the realization of the valuable communication culture. The images communicates otherwise that the dialogue and the reading. The television communication, a message of the images, appeals with: a) low perceptive attention; b) limited conscious control; c) cognitive attitude of the passive character; d) a strong impact in the configuration of the personality (interests, motivations, language…). To be educated for being « semiotically strong» is the alternative pedagogic proposal, valid for deciding the autonomus and critical persons in the actual televisive cultural context.
Abstract
The human species is a communicative life. The persons are realized in the communication, necessary generator of the concrete reality of myself. To be exposed today to an [...]
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Television, education and audience's identity construction
J. Belmonte Arocha, S. Guillamón Carrasco

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 71

Abstract
It's essential to explain the relationship between television and education, and by so much, between Television and Audiences, to scan the different perspectives of television investigation, with its assorted methods, theoretical assumptios and subject's constructions, until arriving to the current aproaches of the cultural studies and its analysis of the role that plays the television in the social construction of the audience's identities.
Abstract
It's essential to explain the relationship between television and education, and by so much, between Television and Audiences, to scan the different perspectives of television [...]
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Clavileño, Don Quijote y Sancho en el país de la tele
E. Martínez-Salanova Sánchez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 70
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The search for communication in a multi-screen society: an ecology point of view
M. Pinto

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 69

Abstract
This paper presents new aspects to think about public service broadcasting, emphasizing the role of emotion and entertainment to the understanding of the television experience. Television is discussed in the context of the «multi-screen society» and technological devices, from an ecological point of view. Finally, several aspects dealing with digital literacy are discussed.
Abstract
This paper presents new aspects to think about public service broadcasting, emphasizing the role of emotion and entertainment to the understanding of the television experience. [...]
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The future of the digital society and values in media education
J. Pérez Tornero

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 68

Abstract
As the present world increase its complexity and speed in a society filled with information, it seems necessary to imagine the future. And media education must be included in this reflection because it is important to understand that complexity and that speed at the present as well as in the future, especially if we really want to rule our lives. This is the aim of this paper: to know the two basic pillars of audiovisual communication: digital television and the Internet, trying to deduce the values involved in this process in order to use some of them as a reference to renew the media education.
Abstract
As the present world increase its complexity and speed in a society filled with information, it seems necessary to imagine the future. And media education must be included [...]
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The responsibility of television programme planners
R. Quintana Garzón

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 67

Abstract
The discussion about the quality of television contents, which has so strongly arisen in recent years, provides both elements for optimism and aspects that foster a sceptical position at the same time. The good intentions of improving programmes and of protecting children and youngsters, which were stated in the self-regulation rules signed in Spain in December of 2004, have come to nothing in the first months. The breaches of the code are frequent. Programme planners do not fully assume their responsibility and they blame external factors (such as the audience, the necessity of income from advertising or the lack of creativity) for the low quality of television products. It is appropriate to introduce the falsehood of such arguments on this point of the debate and to recall that television companies are the owners of the television that we consume. The possibilities of change will depend on the pressure that we, the users, are capable of exerting.
Abstract
The discussion about the quality of television contents, which has so strongly arisen in recent years, provides both elements for optimism and aspects that foster a sceptical [...]
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Family in front of television: victim or guilty?
J. Ferrés i Prats

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 66

Abstract
Parents usually think they and their children are victims of TV. This thought usually involves that they think they can not be guilty. Parents are responsible for the quality of TV programmes that their children see as viewers. TV can not be understood without understanding the emotion power in the construction of personality, mainly in value transferring to the reality, through neurological state.
Abstract
Parents usually think they and their children are victims of TV. This thought usually involves that they think they can not be guilty. Parents are responsible for the quality [...]
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TV a curricula resource and knowledge means
J. Tello Díaz, M. Monescillo Palomo

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 65

Abstract
TV stands at a predominant place is the audiovisual world. At present we share our lives and homes with this media. We use it and try to take advantages from it. TV is a powerful mean to transmit cultural values and patterns. It appeals children intensively who accept it in a passive way. Therefore it is necessary to study the operative conditions for the TV integration un the school context.
Abstract
TV stands at a predominant place is the audiovisual world. At present we share our lives and homes with this media. We use it and try to take advantages from it. TV is a powerful [...]
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A quality television and the family
V. Marín Díaz

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 64

Abstract
The appearance of the television supposed a revolution in the form of spending the free time, however nowadays to is far from its original interest and aims. At this time its seduction power determines many of the actions that all we develop in our daily life. Far from to be worried about the quality of the products that they are offering us, we find ourselves pending of what is offered and not of how is offered. These circumstances are reflected, mainly, in the relationships that we establish between the members of our groups of equal. The family is one of them and perhaps it is the most affected by lack of quality in the television. From here we want to make an attention call about the relationship between the television, his quality and the familiar relationships.
Abstract
The appearance of the television supposed a revolution in the form of spending the free time, however nowadays to is far from its original interest and aims. At this time [...]
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Learning from the school and family to choose a quality television
F. Pavón Rabasco

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 63

Abstract
This project presents some ideas about the way the author perceives the television we have in Spain nowadays. During the presentation, it develops some audiovisual and academic activities that teachers could do with students in order to improve their abilities to watch television with a critic attitude.
Abstract
This project presents some ideas about the way the author perceives the television we have in Spain nowadays. During the presentation, it develops some audiovisual and academic [...]
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Audiovisual language and manipulation
E. Martínez Rodrigo

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 62

Abstract
Television has a great influence in the mode of thinking and life-styles of its viewers. This article defines the concept of manipulation and explains the audiovisual and verbal language. Then it suggests some methods for avoiding manipulation and preserving your own freedom: to know the rules of the audiovisual language, develop a critical sense before receiving the information, and to discover diverse methods of influencing the people responsible for television programming.
Abstract
Television has a great influence in the mode of thinking and life-styles of its viewers. This article defines the concept of manipulation and explains the audiovisual and [...]
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Television and televiewers
Á. Vera Aranda

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 61

Abstract
In this presentation the impacts, influence an effects that the television has on the viewers is analyzed. Special attention is put on one of the most questioned aspects of the television: the violence, with many opinions of some authors about the importance of this fact over the viewers and especially over the young ones. Finally, the question of the consumption of television is approached referring to some researches on the overage to viewer.
Abstract
In this presentation the impacts, influence an effects that the television has on the viewers is analyzed. Special attention is put on one of the most questioned aspects of [...]
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The television discourse. The seductive language of a imaginary and virtual world
M. Pérez-Rodríguez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 60

Abstract
At present, TV is a powerful language, and so with a successful future ahead, which the mighty virtual possibilities of the Internet could hardly exceed.Although some people think otherwise, the TV plays a very important role in the curricula development of our educative system as a communication tool. Children and youngsters should learn TV discourse patterns so that they could face successfully their narrative possibilities.
Abstract
At present, TV is a powerful language, and so with a successful future ahead, which the mighty virtual possibilities of the Internet could hardly exceed.Although some people [...]
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TV: the star screen
I. Peralta Ferreyra

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 59

Abstract
At the height of the information society, in a society permeated by communication media, screens take a special relevance thanks to technological advances. Television continues undoubtedly to be the star of all screens, channeling global culture as it is influenced by large information businesses, which in turn are under the command of world economic and political powers. The big challenge for educators –parents, teachers, leaders and communicators– is to acquire enough strength, initially, to use the emotive and iconic power of the television for educational purposes. At the same time, we must put forward to those being educated –students and society in general– enough educational and didactic possibilities to convert the strength of television and its message into an essential vehicle or instrument for information searching, for appreciation of reality and as a door to research.
Abstract
At the height of the information society, in a society permeated by communication media, screens take a special relevance thanks to technological advances. Television continues [...]
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Quality in children’s television
S. Pereira

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 58

Abstract
With this presentation we try to reflect upon the concept of quality with regards to television for children. In addition, we aim to identify a set of criteria which can allow us to recognize and evaluate the quality of programming for younger audiences. This analysis is based both on the contribution of different authors that have studied quality in television and on the opinions of professionals who intervene and pay especial attention to programming for children in Portugal. The opinions of these professionals were collected by interview in the frame of a larger study which focused the offer and programming criteria for children in the Portuguese terrestrial channels. As we shall see, some professionals emphasize the content of television programming and programmes, while others stress the levels of audience, the human and technical resources as well as the goals pursued by each channel.
Abstract
With this presentation we try to reflect upon the concept of quality with regards to television for children. In addition, we aim to identify a set of criteria which can allow [...]
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Educative project, tools for an audiovisual education
L. Boza Osuna

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 57

Abstract
TAC is a civil, non-profit, association created in Barcelona in 1985. Nowadays we have more than 15.000 associates and we are still fighting for an objective and transparent quality TV. We present a special attention to children protection issues; we also create opinion for influencing on the media, reach society and enrich public debate. Since 1999 TAC is working in an educative project that consists basically of offering to the educative institutions tools that contribute to diminish those television’s negative effects in all school’s levels: parents, professors and students.
Abstract
TAC is a civil, non-profit, association created in Barcelona in 1985. Nowadays we have more than 15.000 associates and we are still fighting for an objective and transparent [...]
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Literacy in the media communication: code and decoding of the digital narrative
R. Pérez Pérez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 56

Abstract
The generalization of a technological and digital screen world shows a complex reality. Traditional communication systems and new unknown relation with other novel and strangers converge in this reality. The television already has entered the digital world. The digital technologies define a new universe of languages, of interactions and systems of relation. A new reality that is located between the real thing and the virtual thing. This world of «screens» has numerous edges that are necessary to analyze in all their dimensions and individual influences, social and cultural. All solution happens through a process of alphabetization in the new technologies of the communication.
Abstract
The generalization of a technological and digital screen world shows a complex reality. Traditional communication systems and new unknown relation with other novel and strangers [...]
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Citizens and screens: passivity or responsibility
E. Martínez-Salanova Sánchez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 55

Abstract
One of the main challenges facing the information society is the decline of citizen participation. Despite the ease of communication, citizens close into themselves within their small familiar and social context, turning their backs on world problems and becoming more and more isolated. For decades, information offered through the media, especially from television, is influenced by the large economic powers, who organize world information so that the citizens read it, understand it, assimilate it and use it in a controlled fashion. When it comes to the media, citizens take on a passive, alienated, without implication and with one non participative posture. Faced with the need for citizens to become aware of their responsibilities, television and other media should adopt a commitment to raise the citizen out of his or her apathy, proposing and suggesting active and participatory attitudes. Television channels should become aware of their educational function.
Abstract
One of the main challenges facing the information society is the decline of citizen participation. Despite the ease of communication, citizens close into themselves within [...]
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Education for media, a necessary, urgent and with future question
V. Reia Baptista

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 54

Abstract
One of the problems of the society of the information is the information credibility and its sources that we find available in the media. The amount of on-line information is so gigantic that it is often a problem to select the accurate information. The information we find in Internet, but also in other media, like television, is immeasurable and in the majority of the cases the quantity wins towards the quality. The most important is that the user is alerted, conscious, critical and has the concern of questioning the quality and the credibility of the contents and of the forms; especially when he has difficulties in contextualizing all that information. The mediated memory and the credibility themes are topics of some controversy that may help us to develop an educational approach to the pedagogical dimensions of the media literacy problems.
Abstract
One of the problems of the society of the information is the information credibility and its sources that we find available in the media. The amount of on-line information [...]
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Television and teenagers: a mythical but controversial relationship
J. Romero Carmona

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 53

Abstract
Nowadays there is a debate about the relationship we can find between teenagers and TV. Maybe sometimes we do not take into account many important aspects and we only focus on the TV contents.Teenagers´ behaviour to TV and to other entertainment activities are closely related. This paper points out the importance of TV is teenagers ´lives and its influence on them. That´s why we should reflect from a serious and formal point of view on the curricular perspective of TV in the education system.
Abstract
Nowadays there is a debate about the relationship we can find between teenagers and TV. Maybe sometimes we do not take into account many important aspects and we only focus [...]
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Television and teenagers, a mythic and controversial relationship
J. Gabelas Barroso

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 52

Abstract
Teenagers have a close relationship of complicity with television, tainted by narcissism: only exist for them evident, agreeable and gratifying things. A serious and useful analysis requires outlining the profile of the teenagers today, as well as the environment of relationships, interaction and communication. Spare time defines a new level of consumption in Media which the school is far away to assume. Media literacy develops reading and writing kills. It is not merely a matter of analyze on a critic way the messages, media and television products, but also to create platforms for production. Educators, youngsters, students, social workers and journalists create a network which ensures media literacy. The eyes of the youngsters are glued to the television screen, and the environment of the school has to be the place for dialogue and analysis of this consumption. School and leisure time need to build the necessary bridges so that the youngsters may become critical citizens and participate in a healthy audiovisual consumption.
Abstract
Teenagers have a close relationship of complicity with television, tainted by narcissism: only exist for them evident, agreeable and gratifying things. A serious and useful [...]
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Pitched battle for the audience. «Rubbish TV», «Rubbish Education»
M. Siloé del Pozo Sánchez

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 51

Abstract
Nowadays the pitched battle for the audience degrades viewers with increasingly more violent and pornographic programmes. Viewers stop being individuals and become part of a community.They are reduced to insipid mass condition. Civil society change will come when emigrant population which still preserves their ideals and principles reaches political pasts.
Abstract
Nowadays the pitched battle for the audience degrades viewers with increasingly more violent and pornographic programmes. Viewers stop being individuals and become part of [...]
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TV and viewers: a constant conflict
M. Fidalgo Yebra

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 50

Abstract
This paper analyzes how television often disappoints the viewer, although he or she will anyway continue watching what he or she did not mean to watch. The author asserts that there is a deep lack of knowledge of the medium, whereas television is affected by prepotency, by the tendency to abuse freedom of speech, by the lack of a more profound self-conscience of the great social responsibility it entails to be a source of role models, of cultural trends. This paper reaches the conclusion that it is necessary to open a wider space for the study of mass media in the school curricula, to create Self-regulatory Boards and Audiovisual Councils to make recommendations about contents and about the sector itself, and to insist on the social responsibility of the medium.
Abstract
This paper analyzes how television often disappoints the viewer, although he or she will anyway continue watching what he or she did not mean to watch. The author asserts [...]
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Television and viewers: civil society´s mobilization
N. von Amann de Campos

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 49

Abstract
The aims of this paper are: to awake the public to their responsibility for contributing to a better media services, to give protection from the consequences of an excessive concentration of media organisations in a few economic groups and to monitor the work of the media regulator, to organise educational sessions for children, teenagers, their parents and other educators with the main purpose of promoting a more conscious and critical use of media, to recommend improvement programmes and classes for media students stressing the importance of ethics in communication, to renounce shocking and harmful images, texts or programmes as well as dishonest and excessive publicity, to promote the use of self-regulation codes by the media and the mobilization of civil society through the «International Universities Forum», the project «Education for media», the web site www.acmedia.pt, the «Media Observatories» set up in Europe and Middle East and the platform «I want to intervene».
Abstract
The aims of this paper are: to awake the public to their responsibility for contributing to a better media services, to give protection from the consequences of an excessive [...]
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Viewers associations in quality television construction
J. Boza Osuna

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 48

Abstract
The false and negative image of the audiovisual association movement stems in part from the associations themselves. The difficulties we encounter in our work are related to the complex audiovisual world (complex and kaleidoscopic product, psychologically complex relations between consumer and media, market of enormous dimensions and complex opacity). The cultural character of the product relates it to the delicate world of free expression all the while separating it from other audiovisual products share its enormous potential for socialization. In this context, the associations must learn to offer our service to society.
Abstract
The false and negative image of the audiovisual association movement stems in part from the associations themselves. The difficulties we encounter in our work are related [...]
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Archetype and reality on TV: Quality, formats and representation
J. Pindado Pindado

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 47

Abstract
This article arises from some conclusions of the «Wise´s Report » and examines the difficulties to obtain a quality TV at the moment. Data demonstrate that the audiences consume a lot of popular entertainment This fact proves that the way towards a quality TV is very difficult, after years of television channels modelling the audience´s tastes. It is necessary to start from the TV current reality to obtain a formative and cultural TV that includes the experience of «telephiles» generations. If these generations prefer entertainment formats, these formats must be used for an education in values.
Abstract
This article arises from some conclusions of the «Wise´s Report » and examines the difficulties to obtain a quality TV at the moment. Data demonstrate that the audiences [...]
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Towards another model of television system in the global communication age
C. Mayugo i Majó

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 46

Abstract
Television plays a very important role in our societies but, until now, we have not been capable to stress on its social discussion and to promote a deep change of this media. Mostly channels (even public ones) remain closed to citizenship, too much influenced by advertising business and economic outcomes. Opening a big participation process within all social agents involved, it is possible to generate another television model, more open and connected with people. Three different questions are crucial in this process: a huge interaction between television producers and their multiples audiences, the creation of a third audiovisual sector (which the only owner should be community), and media literacy for everybody and everywhere. A qualified society for quality on televisions.
Abstract
Television plays a very important role in our societies but, until now, we have not been capable to stress on its social discussion and to promote a deep change of this media. [...]
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For a new educational use of radio and television in Latin america
G. Ojeda Castañeda

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 45

Abstract
Due to the development of so many different educational experiments in radio and television with more than 40 years of existence in many Latin American countries, the appearance of new institutional initiatives done by most of the educational institutions of Latin America and, facing the innovating approaches of technological convergence of telecommunications, the audiovisual means and computer science, with the possible complementarity and interrelation of radio, television and Internet in new broadband IP digital networks, it becomes necessary to raise new lines of future and intervention to encourage the Televisión Educativa Iberoamericana (TEIb) (Latin American Educational Television), Program of Cooperation of the Latin American Heads of States and Governments Summit, and its managing association, the ATEI.
Abstract
Due to the development of so many different educational experiments in radio and television with more than 40 years of existence in many Latin American countries, the appearance [...]
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Television, globalization and social change
M. Ortiz Sobrino

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 44

Abstract
XXI Century television is undergoing a process of transformation. New actors, new products and new ways of consuming television are on the lookout. Interactivity will make the traditional concept of television disappear. Television viewers can design their own grids independently of the operator’s schedule. The convergence of television and computer, Internet, telephone and video games bring us a new concept of television. Television faces two big transformations: digital transformation and that of the concept of «general public». The computer, the computer screen, has the calling of turning into a reception screen in which both computer and television functions fuse. Latest generation mobile telephony is integrating itself is this multimedia complex, in connection with television. Future television cannot dissociate from the Internet.
Abstract
XXI Century television is undergoing a process of transformation. New actors, new products and new ways of consuming television are on the lookout. Interactivity will make [...]
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The television we want… if we really want what we say
J. Casado Salinas

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 43

Abstract
The majority of the Spanish society is worried about the crisis of traditional values. They make television responsible of this situation and they claim deep changes to transform it in an active agent of social change. The author considers that television can assume that responsibility if all citizens support television giving his responsible agreement to the modifications that politicians are doing to the audiovisual media law of Spain. The article analyses those changes and the need of a clear conscience of the public-media administrators about their social compromise to develop the cultural and educative role of television.
Abstract
The majority of the Spanish society is worried about the crisis of traditional values. They make television responsible of this situation and they claim deep changes to transform [...]
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High quality television and autoregulations of the messages for children and youth
R. Reig García

Comunicar. Media Education Research Journal (2005). Vol. 13, (2), 42

Abstract
Quality TV is immersed in a cultural context which is yet to be clarified. In this sense, this paper contemplates the concept of culture from an anthropological and journalistic perspective. Then it offers some data that show how a debate about quality television has developed lately. This debate has faced (and kept busy) public administrations, TV networks and audiences. However we are at a decisive moment due to the fact thatnew mindsets have been acting upon the human beings with the subsequent risk. Finally, a discussion is presented in which a reflection is synthesized with the conclusion given along with the facts.
Abstract
Quality TV is immersed in a cultural context which is yet to be clarified. In this sense, this paper contemplates the concept of culture from an anthropological and journalistic [...]
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