Reflexiones teórico-metodológicas sobre la relación entre comunicación y educación aplicadas al análisis de la publicidad

The analysis of advertising represents a challenge when researchers attempt to obtain relevant knowledge of current educational activities. Advertising has contributed to the assimilation of certain values by most children and young people in mediatized societies. This article employs a cross-methodological strategy to present the contexts, configurations and behaviours that advertising on the Brazilian TV channel Red Brand produces with regard to cultural diversity. Oliverio Toscani, Eliseo Veron and Octavio lanni take part in drawing up the theoretical text, and the Brazilian Institute of Geography and Statistics (IBGE) and the Economic Commission for Latin America and the Caribbean (ECLAC) participate in the dialogue and debate, with arguments built by the authors of this text based on their empirical research conducted in 2015. The results show generalized exclusion of the subject of diversity in most productions, despite the large quantity of commercials and advertising in their programming.