Decoding Mass Media Techniques and Education for Sustainable Development

Ioannis P. Kotsalas, Anna Antoniou and Michael Scoullos
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Ioannis P. Kotsalas: Ioannis P. Kotsalas is at Laboratory of Environmental Chemistry, Department of Chemistry, National and Kapodistrian University of Athens, Greece. E-mail: ikotsalas@chem.uoa.gr
Anna Antoniou: Anna Antoniou is a biostatistician, previously collaborated with Medicine School, National and Kapodistrian University of Athens, Greece. E-mail: antoniouanna@yahoo.gr
Michael Scoullos: Michael Scoullos is a Professor, Department of Chemistry, National and Kapodistrian University of Athens, Greece; Director, UNESCO Chair & Network on Management and Education for Sustainable Development in the Mediterranean; Coordinator, Mediterranean Education Initiative for Environment and Sustainability. E-mail: scoullos@chem.uoa.gr

Journal of Education for Sustainable Development, 2017, vol. 11, issue 2, 102-122

Abstract: A fundamental objective of environmental education (EE) and education for sustainable development (ESD) is the promotion of critical thinking, through which learners could resist messages (e.g., from TV), leading to unsustainable lifestyles and practices. The analysis of messages from media was used for: identifying influencing techniques; presenting these techniques to secondary school students allowing them to identify the techniques in messages from advertisements and assess their impact. After a very brief educational intervention, 84 per cent of the students were able to identify and decode techniques and make useful reflections. Furthermore, some techniques were tested as potentially useful for enhancing learning and/or environmental-friendly attitudes. The use of advertisement methods in teaching did not facilitate the assimilation of knowledge related to environmental science (chemistry); however, it improved the attitudes towards environmental-friendly and sustainable approaches.

Keywords: Decoding contested and non-contested mass media techniques; ESD teaching; enhancing attitudes towards the environment (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jousus:v:11:y:2017:i:2:p:102-122

DOI: 10.1177/0973408218761229

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