Edukacja medialna a reklama : studia teoretyczne i analizy empiryczne w kontekście środowiska szkolnego

Abstract

The subject‑matter discussed in this publication refers to important up‑to‑date issues and phenomena taking place in the school reality surrounding us. The author’s own studies, the results of which were presented, can be inscribed into one of the thematic trends of developing media pedagogy. Research explorations under investigation were related to establishing the relationship between the media education workshops and reception as well as knowledge on persuasive techniques used in commercials. Workshops for students, conducted in accordance with the author’s idea, concentrated on a broadly‑understood phenomenon of the media, including commercials, too. A definition of the commercial reception was taken after J. Chrapek, basing on three parameters: frequency, preferences and acceptation. The first chapter presents notions, functions and types of commercials. A reference was made to selected models and conceptions of the influence of commercials on human beings. In summary, the specificity of a TV commercial, both in the theoretical dimension, and on the basis of findings from the empirical studies, were specified. The next chapter touches upon the problem of the role of the media in human’s life according to selected theories. Television that has currently become the educational space for children and teenagers, with its advantages and disadvantages was characterized accordingly. The third chapter concentrates on the media education perceived as a challenge of the information society. Further subchapters present selected notions, such as media education – educating for the media, media alphabetization with reference to the school and outside‑school environment, its subject, aims and tasks. Next, the analysis of the curriculum concerning the educational path was made. The main changes related to the media education the curriculum reform brought were presented, as well as theoretical bases one should use when planning a didactic process were briefly elaborated on. Chapter four is a description of solutions and concrete project concerning the media alphabetization in the countries of the European Union and worldwide. The most important didactic aspects in the context of the media education, from the perspective of the issues dealt with, were shown in chapter five. Presentation and analysis of the results gained in the course of the research conducted were presented in three chapters. The results obtained during a pre‑test and post‑test within the pedagogical experiment according to the Solomon’s group plan within the commercial reception in general constitute the main part of chapter six. Also, the attempt was made to categorize the commercial audience. The experimental factor in the studies in question was the media education workshop, conducted in two Silesian grammar schools for the period of one semester. Chapter seven presents the experimental commercial block and the results received during the initial and final research, concerning the reception of particular commercial TV spots, also within the awareness of persuasive techniques used in them. Chapter eight constitutes presentation of opinions of headmasters and students from schools in the Silesian voivodeship, as well as students preparing for the teacher or pedagogue profession on the school media education; needs, possibilities, limitations and significance. Explicating the results obtained, the tools of the statistic analysis were used, which allowed for finding certain correlations in the phenomena researched. The very studies showed the need of the media education in schools. Conclusions are combined with a critical evaluation of educational influences directed at modification of the reception of commercial messages among the grammar school youth. Despite certain limitations, the studies can be inscribed into the attempts at working out theoretical bases within the scope of the analysis of the influence of the media content, and can become an inspiration for further academic explorations. They can also serve as the introduction into an innovative practical pedagogical activity. Also, conclusions coming from the studies in question among headmasters of the Silesian schools and future pedagogues, can constitute a reference to designed practical solutions concerning educational institutions.