The changes occurring in the media environment over the last decade force us to revise the parameters from which media education is to be implemented today, in a new age of communications. This article seeks to provide some criteria that media education or media literacy should follow, and especially a coordinated proposal of dimensions and indicators to define the new media competence. The proposal has been made by the authors of this article from the contributions made by 50 renowned Spanish and foreign experts in Media Literacy. The proposal focuses on six major dimensions: languages; technology; interaction processes; production and dissemination processes; ideology and values, and the aesthetic dimension. And it is structured around two areas of work in every dimension: the production of their own messages and the interaction with outside messages. We propose to develop this media education in the context of participatory culture, combining critical and aesthetic thinking with the expressive capacity; the development of personal autonomy with social and cultural commitment. Finally, we propose to combine technological revolution with neurobiological revolution, assuming changes produced in the conception of the human mind, especially as regards the importance of emotions and unconscious processes over reasoned and conscious ones.Los cambios que se han producido en el entorno comunicativo durante la última década obligan a revisar los parámetros desde los que se ha de impartir la educación mediática. En este artículo se ofrecen algunos criterios que deberían presidir esta educación y, sobre todo, una propuesta articulada de dimensiones y de indicadores para definir la nueva competencia mediática. La propuesta ha sido realizada por los autores y ajustada a partir de las aportaciones hechas por 50 reconocidos expertos, españoles y extranjeros, y gira en torno a seis grandes dimensiones: lenguajes, tecnología, procesos de interacción, procesos de producción y difusión, ideología y valores, y dimensión estética. Y está estructurada en torno a dos ámbitos de trabajo: el de la producción de mensajes propios y el de la interacción con mensajes ajenos. Se propone desarrollar esta educación en el marco de la cultura participativa, compaginando el espíritu crítico y estético con la capacidad expresiva, el desarrollo de la autonomía personal con el compromiso social y cultural. Se pretende, en fin, compaginar la revolución tecnológica con la neurobiológica, asumiendo los cambios producidos en la concepción de la mente humana, sobre todo en lo referente al peso de las emociones y del inconsciente sobre los procesos razonados y conscientes.

The document «Competences in Audiovisual Communication» can serve as a basis both for the criteria on which the Education in Audiovisual Communication should be based as well as the dimensions that must be taken into account. The main value of this document therefore lies in the fact that it has been agreed by the 14 most renowned experts in Spain, after consulting 50 experts from Latino-America. Mediante el documento «Competencias en comunicación audiovisual» se pretende definir las dimensiones que debería atender una educación en comunicación audiovisual y señalar los indicadores mediante los que se deberían valorar los resultados de esta educación. El documento es el resultado de las aportaciones de unos 50 expertos de entre los más reconocidos del ámbito iberoamericano, y ha sido consensuado por 14 reconocidos expertos del Estado español.

En la investigación que da pie a estas páginas se aborda la problemática de la eficacia de la comunicación educativa mediante una doble estrategia metodológica. Se administraron más de 1.200 cuestionarios a profesionales de cuatro instituciones dedicadas a la comunicación persuasiva, dos tradicionales, la iglesia y la escuela, y dos de creación más reciente, el periodismo y la publicidad. Probablemente son los cuatro colectivos con más fuerza socializadora en los últimos siglos. Para este artículo se analizaron de manera especial las respuestas de los educadores en torno a la concepción de los procesos comunicativos y a los requisitos necesarios para la eficacia comunicativa, y se compararon con las de los demás colectivos, sobre todo con las de los profesionales de la publicidad. Finalmente se confrontaron todas estas respuestas con algunas aportaciones que se han hecho desde la neurociencia durante las últimas décadas en torno al funcionamiento de la mente humana, especialmente en relación con la toma de decisiones, para ver qué propuestas comunicativas ofrecen una mayor garantía de eficacia. Del conjunto de los resultados se desprende para los educadores la necesidad de superar una comunicación polarizada estrictamente en lo cognitivo, centrada en la transmisión, más preocupada por garantizar la oferta que por crear una demanda, y la de abrirse a las potencialidades comunicativas de la emoción, de la interacción y del storytellingThe research supporting this paper addresses the problem of educational communication efficacy using a dual methodology strategy. Over 1.200 questionnaires were given out to professionals in four institutions dedicated to persuasive communication; two traditional –the church and schools– and two more recently created – journalism and advertising. Probably they are the four groups with more socialising force in the last centuries; For this paper the educators’ responses were specifically analysed to determine their conception of the communication process and the requirements for effective communication, and these were compared with those from the other groups, especially from advertising professionals. Lastly, all the responses were compared to contributions from neuroscience that have been made in recent decades about how the human mind functions, particularly with regards to decision-making, to determine which communication proposals provide a greater guarantee of efficacy. The results indicate the need for educators to break away from a strictly cognitive polarized communication that focuses on transmission. They are more related with guaranteeing the supply than creating a demand, and open up to the communicative potential of emotions, interaction and storytellin

The education studies of the Spanish universities are not alien to technological innovations, but their approach to them tends to be basically instrumental. Neuroscience's contributions about the functioning of the minds that interact with these technologies give new perspectives to the academic world; perspectives that are necessary for optimizing teaching-learning processes. This article analyses the recent scientific production on ICT and innovation in Spanish higher education, as well as the Spanish university teaching guides of education degree subjects about technologies. This critical analysis is organized around three paradoxes related to information, rationality and critical sense. Comparing the analysis results with the discoveries of neuroscience during the last decades reveals limits and contradictions in those areas that tend to be considered strongest in the technology-education relationship. We draw conclusions for revising the parameters for the approach to ICT in university education.

Prensky’s concept of the ‘digital native’ received many criticisms, fundamentally as it was considered too optimistic, but also determinist and reductionist: knowing the age of a person does not determine the digital practices they may perform, nor their behaviour. In our previous research young people obtained very low scores in all media literacy dimensions except technology, demonstrating the need for comprehensive media literacy and contradicting the myth of digital native. It was shown that they had technical and production skills but were lacking in others of equal importance such as aesthetics. Young people do not conceive their lives on and offline separately; for them everything is a continuation of personal, social or academic life. Therefore, why not introduce into higher education the technologies with which they spend most time, that is, mobile devices? Tablets and mobile devices are their personal interaction and social connection spaces. Including them in classrooms may therefore be useful in removing the barriers that separate the personal from the collective, the rational and the emotional, learning and entertainment, the classroom and everyday life outside it. As mobile devices are considered cultural tools that are transforming sociocultural practices and structures in all spheres of life university must naturally form part of this consideration. Including mobile devices in higher education could be innovative and efficient if full advantage is taken of the optimum features of new technologies and new communication practices: creativity and participation, teamwork, continuous learning and open and online collaboration, multimedia and multimodal communication, interaction and the search for implication and motivation. The aim of our R&D&I project ‘media competences of citizens in emerging digital media in university environments’ (2016−18), is to compare how mobile devices (tablets, smartphones, etc.) are used by young people outside the academic arena as opposed to how they are used inside university, with a view to detecting innovative teaching/learning practices that may then be advocated and disseminated within higher education.