Evaluation and measuring of values in audiovisual contents rom an interdisciplinary approach

Ángel Rodríguez Bravo, Norminanda Montoya Vilar, Lluís Mas Manchón, Fernando Morales Morante, Elaine Lopes Da Silva, Gerson Martins, Mike Peixoto, Karina Müller

Research output: Contribution to journalArticleResearchpeer-review

3 Citations (Scopus)

Abstract

This interdisciplinary research, carried out by LAICOM reviews the concept quality communication and designs a 26 values glossary within the ibero-American context. Values are selected by applying a content analysis to 3 documents of feat social consensus: the "Human Rights Act" (1948), the "Federal Brazilian Constitution" (1988), and the "Spanish Constitution (1978); and are defined in three dimensions: human, social and education. Finally, a protocol is proposed and validated by a test of reception, which serves to measure and compare the load of values transmitted by any process of communication. This protocol is tested and corrected through two focus groups of communication experts (10 each), who first had to evaluate 4 TV ads and second discuss about results collected.
Original languageEnglish
Pages (from-to)158-204
JournalPrisma Social
Volume11
Publication statusPublished - 1 Jan 2013

Keywords

  • Communication
  • Interdisciplinary
  • Measuring
  • Quality
  • Values

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