1. - Latvijas Universitāte

60 Pe d a g o ģ i j a un s k o l o t ā j u i z g l ī t ī b a
20. Zelče V. (2010) Atmiņas tekstūra. Otrā pasaules kara pieminekļi Baltijas valstīs. Latvijas
sociālā atmiņa un identitāte. Valsts pētījumu programma „Nacionālā identitāte”, 2010,
1. laidiens. Pieejams: http://www.nacionalaidentitate.lv/wp-content/uploads/2010/12/
Manuskripti-1.pdf , 5., 6. lpp. (sk. 20.02.2011.)
Summary
With the economy of the country developing and such subjects as economics,
social studies, politics, law, and health studies becoming part of curricula in schools,
construction models of the media culture have conquered their place in the study content
and even gained dominant positions over the curricula models because they are flexible,
quickly available, and easy to comprehend. This disposition is influential because it
lets particular cultural fields and school subjects to create the illusion that they are
superior to others. Although the study content is coordinated with the possibilities of
development of student competence, the media with their short-term visual effects and
transitory texts have influenced their social agent. “Metacommunication with such
audience as young people develops very rapidly. Quickly accessible semiotics helps to
form their own codes and conventions, value ideology and consequently its meanings
and messages.” (Kellner, 1995)
The research focuses on the question how the external social and cultural factors,
such as the media, have affected the value choice in young people, making pupils the
objects of consumerist thinking, yet the requirements of educational standards, content,
and subjects are unable to provide the connection between value education and the
values of the consumer society. A gap has formed between the value models accepted
by pupils and the vision of education. The article studies these contradictions.
A common feature of the age is that the young people have a markedly transitory
orientation. Postmodern mass thinking focuses on “mini values” which, similarly to the
process of consumption, have become a means of the expression of the cultural identity
of small social groups.
Keywords: mass media, education content, education policy, values, consumer
society.