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- Title
THE SOCIAL ROLE OF TELEVISION AGAINST THE BULLYING. ANALYSIS OF MEDIASET'S CAMPAIGN "SE BUSCAN VALIENTES".
- Authors
Navarro, Gema Martínez; Bouzas, Diana Gavilán; Fernández-Lores, Susana
- Abstract
The social role of television in the transmission of values in childhood and adolescence has been praised and criticized alike. Some studies indicate that child violence is highly motivated by the violent content that youngsters watch and learn from it. This fact is especially worrying when we hear of the increase in bullying in recent years. In this context, the present study aims at highlighting the huge social value of television as a tool that allows reporting, raising awareness, supporting, defending and transmitting values of non-violence among children. Specifically, the role played by television in the response to bullying is analyzed. For this purpose, the case study of the Mediaset Group advertising campaign "Searching for Braves" is analyzed together with the keys to its success and its media coverage. Through this case study it becomes evident that television is also an excellent social instrument of awareness and transmission of values in the fight against bullying.
- Subjects
BULLYING in mass media; TELEVISION &; society; VIOLENCE
- Publication
Revista de Comunicación de la SEECI, 2017, Vol 21, Issue 44, p53
- ISSN
2695-5156
- Publication type
Article
- DOI
10.15198/seeci.2017.44.53-72