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

Creative analysis of publicity in virtual environments




Television and publicity were never two independent screens as the second sustains the first, but since the end of the nineties Internet has become a meta-screen that feeds back, spreads and generates audio-visual and multimedia consumable contents. In spite of many institutional campaigns blessing the ICTs, we maintain that the concretion that publicity and the Internet have in the classroom is really scarce, at the same time that their presence in the street is enormous. This is our proposal: publicity keeps being a first school of models for our students, the Internet can be a channel for the exhibition, distribution, analysis and communication in the classroom in which publicity becomes an object of analysis and creative consumption.


Internet, publicity, critical and creative consumption, education in values

PDF file in Spanish


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Manovich, L. (2005): El lenguaje de los nuevos medios de comunicación. Barcelona, Paidós.