AUDIOVISUAL SKILLS AND THE CITIZENSHIP IN ANDALUSIA. STRATEGIES FOR MEDIA LITERACY IN THE LEISURE SOCIETY

Media consumption in today’s society is an undeniable fact. The hours spent in front of a screen by members of all levels of society take up a large part of leisure time worldwide. Audiovisual communication is especially important within the context of the digital society (society-network) we live in, where information and communication technologies pervade all corners of daily life. However, people have few audiovisual media skills to cope with this mass media presence. Neither the education system nor civic associations, or the media itself, have fomented audiovisual skills to make people critically competent when viewing media. This study aims to provide an updated conceptualization of the «audiovisual skill» in the digital environment and transpose it onto a specific interventional environment, in order to detect needs and shortcomings, plan global strategies for government and establish training programmes for the various sectors involved.