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MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices Thus, it is often referred as journalistic products, those that only meet some conditions of it newsworthy, be something new, flashy, but they omitted other basic requirements such as veracity, public interest, context, contrast. It should therefore consider how to recognize quality journalism. It is proposed to refer the method VAP (Value Added Journalism), focused on two stages: the selection process and creating the news, through the application of an analysis record to the journalism job. This will reveal which texts can be considered of quality and which not, and diagnose the ills of the actual journalistic production, and modify media routines and form the critical conscience of society. 3. Research Process. First stage. Our research group “Media Studio for quality journalism” has set as an objective search for an analysis methodology that allows designing indicators that measure the quality not only of the traditional media and its messages, but of the new journalistic formats started on the Internet. Given the magnitude of the research, today we advance the first phase of the comprehensive study which objective is that media professionals know the applicable requirements for a quality product and quality levels of the product that they offer and the difference with other programs. Why? Firstly because it is a task of social responsibility to be incumbent on. Secondly, because it is a requirement of citizens that increases more and more; and finally because it is a prestigious stamp program, the chain operator and what is more important, the audience. Objective 1: − Show to the media which are the variables that provide a quality product and define it as a reference mark, through data verified scientifically. Development: This objective is one of the fundamental aims of the study. When we speak about Media Education in general, the focus directed to the citizenship is, as a generality that requires from a formation to try to "digest" the amount of content that each day several homes flooded. But do the media professional, journalists know what quality media is, how to detect and what basic criteria must achieve a program's trademark quality? Do they know that the quality is not incompatible with an interested audience for programs of that type of profile? Do they know how they can collaborate for information, for an entertainment which triggers the active vision, critical, participative of the public? The regulatory organisms of the Audiovisual transfer to the media complaints from the viewers, the decisions they make, the recommendations ... but there is some unfinished business that is not installed on useless advice or penalties that ultimately do not solve a selection of content aimed at ensure the quality 163
MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices but not the audience. Therefore, it is designed a model sheet analysis of journalistic texts with items that measure in an objective way an abstraction like the journalistic quality. To verify and compare the results obtained also arises: − Compare operators and quality programming in keeping with the recommendations and the criteria established against other brands and formats which presents brands that have no quality. Showing real examples on which to apply the quality criteria, comparing transmission schedules, issues, drivers of the program, invited or consulted sources, speech, use of formal resources, advertising time, type of languages, treating the event ... with the aim of showing quantified results that demonstrate that it is possible to offer quality, a demand each time more clear of the Citizenship. Objective 2: − To know what kind of programming consume the audiences and provide the appropriate metrics to reflect on the quality of the product and its consequences. Development: it would be designed some models about surveys and personal interviews aimed at children and teenagers, directed from the schools in which they are asked about particular television program, not to be only observers but also learn to interpret and be critical with the message. Objective 3: − Create a report with the conclusions of the results obtained to serve as practical application for the different subjects and organisms involved in the task of Media Education. It will be a guide document that is based primarily on a research practice, taking a real sample (operators and current programming) which permit to demonstrate how it is possible to measure the quality of information with quantitative parameters but also by inferences or qualitative parameters and also to make aware media and society, in general, that media education is possible. 3.1. Methodology. From the Content analysis to the survey How to structure a program, why are selected some news and others are obviated, which is the focus (conflict, human interest, sensationalism ...), if news are generated from news agencies or from institutional government agencies…Who are the protagonists and their origin, what number and type of sources are involved, what images, graphics or infographics are served or what 164
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