Abstract

Elderly people are major consumers of the media, especially of television, which combines conventional commercials with advertising formats included in the programme that do not break its continuity, unconventional advertising (UA). The aim of this study is to analyse how elderly adults, compared with young people, attend and process the information that appears on screen simultaneously (program and advertising). The study involved 30 elderly adults and 30 young adults. Attention to the TV screen (in terms of attention capture, heat maps and eye fixations) was analysed using the eye tracker technology. Content recognition, the level of psychological reactance to UA and channel-hopping behaviour were also analysed. The results show that the level of attention among the elderly does not differ from that of young people and depends on the integrated content. Recognition by the elderly is lower than among young people when the UA is of a high or medium level of intrusiveness. The psychological reactance of elderly adults is lower than that of young adults but both groups show the same behaviour in terms of loyalty to the television programme. The general conclusion is that cognitive ageing does not affect the capacity for attention to integrated content as much as it affects information processing skills.

Abstract

In a context where television programs are becoming more and more defined by concepts such as Marketing and Consumption due to the fact that the audiovisual business is in the hands of a few companies, many of which are made up of international capital funds, the need for a state acting as regulator of activities leading to quality TV programming is evident. This presentation aims to explain the main characteristics of Argentine TV programming as a consequence of the privatization process which has brought about the appearance of Multimedia to explain the role the State should play in order to protect the citizens.

Abstract

Young people spend more time watching television than attending classes at school. However, violent, aggressive or just clearly harmful programmes are broadcast for the minors more and more often every day. Faced with the lack of real self-regulation on the part of operators, it is necessary that the administration takes definitely measures in this respect. A possible solution can be found by implementing projects of media literacy, which have not been carried out in our country yet, although they are quite frequent in the most developed countries in Europe and America.