La cultura escolar inscrita en los anuncios televisivos

Abstract

In this research paper we are analysing, by using a qualitative process suported by the computing programme Aquad Six, the school institution picture that the audience has got from twenty Spanish TV advertisements. without question, the visual culture is affecting extremely the shaping of knowledge process of individuals and societies. It is essential that the school community knows critically the images offered by massive media about school education, specially at this current moment characterized by the «pictorial turn». we provide evidences suggesting that TV advertisements launch messages that convey the most out-of-date conceptions, which not even appear in the elemental education of public institutions.