Abstract:

With this paper we try to justify the need for an education that stimulates the reflection of the adolescents before the changes of construction of the knowledge unleashed by the access to the technological means, principal promoters of the excessive consumption of our current society. Firstly, we realize an approach to the ways in which the TIC are influencing the construction of the knowledge, and later we center on the role that the family, the school and the administration play in an education for the consumption in which they are emphasized and respect the rights of the children like consumers.
There is not doubt that last decades have been characterized by a vertiginous change at political, economic, social and cultural level that has made possible the development of new skills and unknown forms of construction of the knowledge until now. The more and more generalized use of technologies like the computer, Internet, the mobile phone and other digital devices, and the massive channels increase in television, have given place to the appearance of the so called information society.
Although the tendency to use the TIC happens in all the ages, they are the adolescents those who show a much narrower relation with the new technologies, on having incorporated them into his everyday lives as hardware of interaction, of socialization, of work, and of diversion (Berríos, 2005). Also there is clear, on the other hand, the mistrust and the suspicion that have caused the use of the TIC in the society, who judges morally the young people for what they do, on having thought that the presence of the new technologies in his lives is provoking the appearance of new requirements and social values.
The new forms of social reorganization are demonstrated that the use of the information technologies and the communication are provoking in all the social sectors, but in a way much more out-standing and accelerated in the young people, on having considered the social relations to be one of the most important aspects in his lives. This it stems, principally, from the fact that in the social relations the boys and teenagers find the help that they need to cover successfully the way of search of its own identity, in which there are located the new rolls that the young people must redeem in the society.
Obviously, the consumer's roll affects all the persons who live in the current society and who aspire to obtain goods and services that, in turn, satisfy his needs, independently of the age, the sex, or the economic level. We have happened of an epoch in which the persons were producing the necessary thing for the survival to the massive and industrialized production of the current epoch, protected by an aggressive, impersonal market, and guided for economic motives that rest on the publicity.
In this frame, it is absolutely necessary to inculcate a few attitudes and behaviors of responsible consumption into all the social sectors, but much especially in the adolescents, who allow them to face to the problems that appear in this century and be unrolled inside this society like autonomous, responsible and critical persons.

Keywords:

Youth, Consumption, Media rights, Education.