El factor emocional en la competencia mediática: estudio en adolescentes de 4º de ESO en la ciudad de Lleida

Serrano Toldrà, Judit

El factor emocional en la competencia mediática: estudio en adolescentes de 4º de ESO en la ciudad de Lleida

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Serrano Toldrà, J. El factor emocional en la competencia mediática: estudio en adolescentes de 4º de ESO en la ciudad de Lleida. 2014. handle: http://hdl.handle.net/10230/23043

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Abstract

This article discusses the relationship between adolescents and advertising literacy from the point of view of the emotional factor. Most of the decisions are taken in our unconscious mind and it moves mostly by emotions. Television advertising is basically focused on these two elements and therefore it is essential to train adolescents in emotional advertising literacy, thus encouraging them an emotional autonomy, critical thinking and analytical in the advertisements. The objectives of this article are, first of all, to discover the degree of advertising emotional competence in teenagers who are studying fourth course in schools of Lleida and, secondly, to find out how they evolve and if these skills are modified with an emotional advertising program./nFor this, we have used a methodology based on a sequential explanatory strategy that consists of four phases: a critical discourse analysis of three television ads about three multinational brands; a projection of these ads and later an inquest and a focus group to determinate the initial degree of emotional advertising literacy; an educational program about emotions in the advertising in two hours; and again, the same projection of ads, the inquest and the focus group to determine whether the critical emotional autonomy of adolescents and vision have changed and how.