Media Educational Values

Media educational values

Introduction.

People along a single day receive an immense amount of messages of all kinds through the media. These communicative means, more specifically advertising, have a strong educational influence in society. Advertising is an agent of institutional organization and permanent education that creates a specific type of people, consumerist people with specific values and attitudes. Taking this into account, it has been considered that the media exert a role similar to that exerted by the Church in a past. Therefore, it is important to know and analyze the type of values that are transmitted through advertising.

Developing.

Advertising advertisements build certain values and models of life that try to impose, and to achieve this, they take advantage of the vulnerability and unconsciousness of people using what moves and defines the current capitalist society the most, the search for happiness, of enjoyment of enjoymentAnd the ideal of squeezing life until the last second. That is, they know how to manipulate people’s emotions when achieving their goal, selling the product and therefore, obtaining profits. 

It should be noted that one of the most important and most important sources of culture and transmission of culture in the entire planet is television. This has a great dissemination capacity, and therefore, it has a strong influence on the social world. It is also the place where more advertisements are broadcast, since all television programs are separated by spaces dedicated to advertising.

In addition to creating these ideals impossible for beauty, joy and happiness, they also cause false material needs. That is, it seems that people who do not have an ideal house, or a new car will not be able to achieve happiness.

In summary, advertising adds a set of social communication techniques that are used to announce and publicize a product or service, so that it is consumed and used. Try to persuade the public, whether spectators, readers or listeners. That is, advertising in addition to informing, persuades. The objective of commercial advertisers is none other than generating greater consumption of products. To do this, they create some brands and then proceed to repeat these brands again and again to cause consumer minds to automatically associate brands with the need to get them. 

This occurs for example with children’s toys, objects that, in addition to being influenced by fashion, are ephemeral. That is, as they succeed and make themselves known more and more, they turn approximately five years, and must be renewed (Matthew). A whole marketing strategy that introduces people into the spiral of consumerism. The more they consume the more they need, and so on. Regarding the impact of advertising on children, it is worth mentioning that studies about this reflect different results compared to that of adults. Children due to their psychology during childhood, accept and create all the messages they receive, regardless of their origin, content or intentionality, thus standing before a natural helplessness. 

This is one of the main reasons for the appeal of the child image that advertisers have. Another of these reasons is the influence that children exert on family consumption, which affects not only food but other services such as appliances, image and sound equipment, trips, restaurants or cars, and in thirdplace is the interest of companies to incorporate children as soon as possible to the current consumer society, creating habits based on consumerism that are maintained in the future.

Conclusions.

Therefore, the media play a very important role in today’s society, and this is an aspect that education cannot ignore. Since, as previously mentioned, advertising discourse enters children in consumerism and educates them in values. Values that besides being based on false ideals of happiness, vehicles sexist ideas based on a patriarchal system that reifies and denigrates women. 

In the ads aimed at a child audience in which the child is the protagonist, an image of active, rebellious and violent nurse that demonstrates courage, skill, ingenuity and imagination while the girl, which usually appears as secondary, shows a secondaryPassive, obedient and delicate attitude, related to the most traditional stereotypes of women.

 In addition, in the advertising of toys you can see the division of papers depending on sex. Most toys are presented solely and exclusively for boys or girls without giving rise to exchange. Those of boys are usually fighting games, competition or vehicles, while girls are fundamentally to play moms or dolls and their accessories. These messages are inappropriate, harmful and dangerous for minors. On the other hand, this same problem also occurs and even aggravates adult ads, ads that children can see without problem are already completely normalized.