Abstract

This present work analyses the western democracies’ dependence on the mass media that isconcentrated in a few wealthy hands and therefore the development of media mechanisms of social persuasion and control. This analysis proposes that, with television occupying the central role, there is an imposition of a repetitive and omnipresent mass culture that foments automatic reactions and behaviour patterns, turning the message into a reality show full of emotional and dramatic meaning that depends on a single thought that is guided by economic market criteria. Faced with such a panorama the possibility arises of the development of a truly democratic and participatory society that could serve as a means of education and knowledge within the global village.

Abstract

This article analyses the different meanings of the citizenship concept (political, legal, social, economic, ecological and intercultural) in order to justify the current media citizenship concept, which is particularly useful and valid for media education. The ultimate goal is to rebuild the social, ethical and political dimension of educommunication on a practical and philosophical foundation. With this in mind, we have analysed two very powerful and current ap proaches, the ethics of dialogue and ability, mainly because of their links to communication and their contribution to the human development concept, which is on the media education agendas of international organizations such as UNESCO or the European Commission. From the philosophical foundation proposed, the criteria for evaluating and reconstructing the practical dimension of educommunication are: civic participation, freedom as development and critical autonomy, which are also considered goals of the educational systems in pluralistic and democratic societies, especially from a model of deliberate and participatory democracy. The paper concludes with a positive evaluation of interdisciplinary approach in the study of media education, an educational project that is crucial for the revival of civil society and the empowerment of citizens in the current communicative context.