MEDICIÓN Y EVALUACIÓN DE VALORES EN CONTENIDOS AUDIOVISUALES DESDE UN ABORDAJE INTERDISCIPLINAR/EVALUATION AND MEASURING OF VALUES IN AUDIOVISUAL CONTENTS ROM AN INTERDISCIPLINARY APPROACH

This interdisciplinary research, carried out by LAICOM reviews the concept quality communication and designs a 26 values glossary within the ibero-American context. Values are selected by applying a content analysis to 3 documents of feat social consensus: the "Human Rights Act" (1948), the "Federal Brazilian Constitution" (1988), and the "Spanish Constitution (1978); and are defined in three dimensions: human, social and education. Finally, a protocol is proposed and validated by a test of reception, which serves to measure and compare the load of values transmitted by any process of communication. This protocol is tested and corrected through two focus groups of communication experts (10 each), who first had to evaluate 4 TV ads and second discuss about results collected. [PUBLICATION ABSTRACT]