Resumo

MEGIAS-DELGADO, Mario; DE-CASAS-MORENO, Patricia  e  PARAMIO-PEREZ, Gema. Advertising and media competence for environmental education in primary school students. Alteridad [online]. 2019, vol.14, n.2, pp.220-230. ISSN 1390-8642.  https://doi.org/10.17163/alt.v14n2.2019.06.

The media and, above all, advertising play a very important role in the formation of society, especially in the youth sector. In this sense, we must reinforce the pedagogical models in the classroom to get critical citizens. On the other hand, the environment, in recent years, has become one of the most popular topics of study. Therefore, this research aims to shed light on the use of advertising for the teaching of environmental education in the context of Primary Education. For this, qualitative research has been carried out through participant observation and focus groups. The sample consists of five advertising spots related to environmental issues and 75 students of the Huerto-Alegre school farm in Granada, trying to clarify the level of knowledge that these students have about the object of study. The main results and conclusions show that in spite of linking environmental problems with the spots viewed there is a discontinuity in the family and school contexts, even with the help of the mediator, emphasizing the need to reinforce the competencies in the formation and knowledge of students.

Palavras-chave : Environmental education; advertising; educommunication; persuasion; minors; qualitative analysis.

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