Educación en Valores y comunicación de masas: un replanteamiento del problema

Often, the transmission of values in the context of mass culture has been raised in a banal way, like a mere reflex in which transmitters have a direct and almost automatic impact on receivers. We argue that this mechanism does not exist as such, and also the supposition of the new centrality of values in media is only apparent. The axiological substrate of many global successful realities is reduced, in fact, to a mere hyper-emotivism turned in a show which already belongs to the mass culture and its real social influence is restricted, in general, to ephemeral changes in attitudes, but not values. These continue to be transmitted primarily within the family, not in the media. Schools in their equidistance between the two spheres, family and the media, may have an essential role in smoothing out contradictions that increasingly concern postmodern societies.