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Comunicar Journal 37: The University Network and on the Net (Vol. 19 - 2011)
Values perceived in television by adolescents in different cross-cultural contexts
Concepción Medrano-Samaniego
Ana Aierbe-Barandiaran
Juan-Ignacio Martínez-de-Morentín
This study was carried out on a sample group of 1,238 adolescents from eight different cultural contexts, and aimed to determine the values perceived by subjects in their favorite television characters. It also aimed to identify any possible differences between cultural contexts. The basic hypothesis for the study was that television conveys values and constitutes one of the forces for socialization at play during adolescence. The total sample group was made up by: three Spanish sub-groups, four Latin American sub-groups and one Irish sub-group. The instrument used for exploring perceived values was the Val.Tv 0.2, which is an adaptation of Schwartz’s scale. The data were collected both by means of an on-line platform and in person. In relation to the results, in general, the values most commonly perceived by adolescents are self-management and benevolence. As regards contextual differences, although significant differences were observed in all values, in no case were they particularly notable. The only exceptions were hedonism and achievement, for which no significant differences were found at all between the different contexts. The most relevant differences were found in the values of conformity, tradition, benevolence and universalism. From an educational perspective, we can conclude that the measurement instrument used may constitute an adequate tool for decoding the values perceived by adolescents in their favorite television characters.
Keywords
Adolescence, cross-cultural study, favorite character, television, perceived values, socialization, measurement