Media literacy and the impact of advertising content that reproduces classism, racism, and gender stereotypes

This research aimed to analyze the development of media competence —specifically regarding ideology and values—among secondary school students and their teachers at a co-educational high school in Guadalajara, Jalisco. The goal was to foster the critical appropriation of commercial advertising content on social-digital networks that reproduces phenotypical classism, racism, and gender stereotypes. A qualitative methodology within a hermeneutic paradigm was selected. Data collection techniques included interviews with administrators, teachers, and students. A focus group was employed as the primary technique, involving both participating students and teachers. Additionally, two ad hoc questionnaires were designed to identify consumption patterns of commercial advertising on social-digital networks, alongside an evaluation rubric for the focus groups. The results identified the students' consumption patterns on social-digital networks and assessed the development levels of the "ideology and values" media competence. According to the proposed rubric, students scored at an intermediate level, while teachers reached an advanced intermediate level. Finally, the study established principles for a media literacy workshop proposal aimed at the teaching staff of this educational institution