The audiovisual communication has acquired a special significance in the context of digital society (network society). However, few people have had formative experiences of media competence.

From previous work done by the researchers of this coordinated project, the aim is to identify the needs and gaps to ensure that citizens are competent in Spanish audiovisual communication in a digital environment.

According to the principle of shared responsibility, these needs and wants are searched in three social domains: communication professionals, practitioners of compulsory education, and the University in both the area of communication (Audiovisual Communication, Journalism and Advertising) and in education (Teaching, Pedagogy, Psychology and Social education).

The needs and wants may be personal or institutional. People relate to the lack of sensitivity to the problem and to the lack of a specific and comprehensive training. The sensitivity and the formation of the corresponding samples of each subproject people will be assessed: Communication professionals, teachers of compulsory education, and university trainers for both educators and communicators. 

Will be evaluated each of the six dimensions that shape competition in audiovisual communication: language, technology, ideology and values, production and programming, and audience reception and the aesthetic dimension. For detecting the needs for these dimensions we will use, as appropriate, questionnaires, in-depth interviews, focus groups and observational methodology.

The research will also be a breakthrough in the field of methodological complementarity, as it combines different analysis techniques, quantitative (questionnaires, content analysis) and qualitative (interviews and focus groups). With the results obtained, strategies for the Administration may be planned. And also establish training programs for the different sectors involved: communication professionals, college, teachers, and parents.