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Comunicar Journal 25: Quality Television (Vol. 13 - 2005)

Television as a messenger of attitudes, values and ideological referents


Romualdo Benítez-Serrano


This synopsis highlights the vast significance of audiovisual communication in today’s society and moreover in the world of education. It also reveals the influence such means of communication wields. The author largely focuses on the importance of television, and considers it to be an essential visual aid for educating at all levels. The author then proceeds to analyse the concept of manipulation, while rejecting the theories of the Shannon-Weaver model. He also points out the philosophical and ideological rules on which messages coming from television are based; that is to say, postmodernism. Finally, given the range of coverage that the media uphold, the author looks at three major problems concerning society in the 21st century and reinforces the importance of covering these issues in the classroom. These are: violence, primarily concerning terrorist acts of violence, poverty, immigration, and genetic manipulation through science and technology. To conclude the author puts forward some ideas for consideration, suggesting how the television and other means of communication can be used on an everyday basis.


Television, values, ideological referents, violence.

PDF file in Spanish


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