1. Media education and TV Lucca, 23 October 2004 Dr. J.M. Pérez Tornero Universidad Autónoma de Barcelona

2. Convergence Defending viewers’ interests requires a developed critical conscience towards the TV Media Education is aimed at developing a critical conscience towards the media

3. Definition of Media Education 1982: “Grünwald Declaration on Media Education” 1990: Toulouse Colloquium “New Directions in Media Education” 1999: Vienna Conference “Educating for the Media and the Digital Age” 2002: Seville Seminar

4. Objectives of Media Education Media education is related to collective intelligence and models of knowledge and understanding developed by our culture Encourages a critical, participatory attitude toward the media Enables people to comprehend the media and acquire the skills needed to use them Requires a profound commitment to education on the part of media

5. Intermediate objectives Access to media for both receiving and producing Analysis, critical capacities toward the media and the ability to be creative when using them Identification of sources of the media in order to acknowledge its intentions, strategies and interests Interpretation of the messages and values offered by the media Appropriate selection according to the audience’s interests

6. Two poles in media education ProtectiveParticipatory Sociological attitude Defensive toward risks Expansive ObjectivesProtesting abuses, protecting rights Individual autonomy, access, participation MethodsCritical analysis and regulation Individual training, creation and production ResultsConsciousness raising and protest Creation of new media and participation

7. Dimensions of media education Educational system Families Civil society Regulatory bodies Media

8. SchoolsMediaRegulatorsONGsONGsONGs Youth and Children Citizens Parents Professionals

9. Curricular programming Cross-curricular content Specific subject Methodology Focusing on specific items in different subject areas Integration of different perspectives within a single subject area Requirements Co-ordination and systematisation Curricular change Contextual needs Making existing subject areas more flexible Specific time and place

10. The media as an environment Due to their size and the way in which they have become part of our daily and social environments, the media currently create an environment, a milieu, a very absorbing, specific space capable of establishing a kind of specific knowledge - a episteme.