The effectiveness of the Media Smart Program on promoting the critical thinking...

• Autor(es): Magalhães, Ana Filipa Veloso de
• Data: 2010
• Identificador Persistente: http://hdl.handle.net/10362/10330
• Origem: Repositório Institucional da UNL
• Assunto(s): Media Smart; Children; Advertising; Celebrity endorsers
• Tipo de Documento: Dissertação de Mestrado
• Idioma: Inglês
• Orientador(es): Agante, Luísa

Descrição

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The aim of this project was to try to prove the effectiveness of the Media Smart Program in Portugal, a program that helps children to understand and be critical towards advertising. Until now, there were no quantitative studies about this subject in Portugal. Therefore, it was used a structured questionnaire, semi-structured interviews and an Observation in Media Smart Classes. The results suggested that this program was not effective in a short period of time since children might not have time to absorb the entire program. So, future studies should have this point into account.