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Comunicar Journal 31: To teach the look. Some proposals to teach watching TV (Vol. 16 - 2008)

The deceitful sight: audiovisual dictatorship and democratic counterpower


Esteban Torres-Lana


This paper is based on the necessity for developing audiovisual democracy and for proposing specific practices for the deactivation of media persuasive elements as its consequence. It is known that the study and visibility of the main cognitive and emotive strategies of audiovisual persuasion allow minimization of their effects and a more balanced and independent interpretation. Without a specific training, a critical consciousness against media persuasion may only appear in a long term, may appear partially or even never appear. Literacy must have a space in the very same media with programming time devoted to that aim, incorporating certain proposed contents.


Audiovisual democracy, mass media, counter power, media observatory