Working with advertising texts in schools to promote the development of critical reading skills
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Universidad Santo Tomás seccional Bucaramanga
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El presente artículo de reflexión es producto de una investigación elaborada en el 2021 para la Facultad de Ciencias Sociales, Humanidades y Artes de la Universidad Autónoma de Bucaramanga, cuyo objetivo fue diseñar una propuesta pedagógica para promover el mejoramiento de los procesos de comprensión de lectura y de lectura crítica a través del análisis del discurso publicitario en los estudiantes de quinto de primaria del colegio San Luis del municipio de Aratoca. La propuesta partió de un diagnóstico sobre las problemáticas que limitan la comprensión de lectura, y de un proceso de revisión de literatura para orientar estrategias concretas de solución a la problemática.
En este artículo se plantea como objetivo esencial profundizar el conocimiento de las cualidades, usos y funciones de los textos publicitarios, como herramientas que pueden no solo ayudar a mejorar los procesos de comprensión de lectura, sino también a formar ciudadanos más críticos y reflexivos, que tengan la capacidad de diferenciar la realidad de las representaciones que se presentan en la publicidad.
Se parte de reconocer que, a nivel general, existe una marcada polarización entre la escuela y los medios de comunicación, pues obedecen a finalidades distintas: la primera dirigida a la formación de ciudadanos, y la segunda a la creación de hábitos de consumo. Sin embargo, es preciso superar dicha polarización a través de prácticas reflexivas que les permitan a los estudiantes entender mejor la intención de los textos publicitarios y potenciar además capacidades asociadas a la lectura y el pensamiento crítico.
This reflection article is the product of a research work carried out in 2021 for the Faculty of Social Sciences, Humanities and Arts of UNAB University of Bucaramanga, whose objective was to design a pedagogical proposal to promote the improvement of the processes of reading comprehension and critical reading through the analysis of advertising discourse in fifth-grade students at San Luis school in the municipality of Aratoca. The proposal was based on a diagnosis of the problems that limit reading comprehension, and a literature review process to set concrete strategies to solve the problem. The essential objective of this article is to further study the qualities, uses and functions of advertising texts, as tools that can not only help to improve the processes of reading comprehension, but also to form more critical and reflective citizens, who have the ability to differentiate reality from the representations presented in advertising. The starting point is to recognize that, at a general level, there is a marked polarization between the school and the media, since they obey different purposes: the former aimed at the training of citizens, and the latter at the creation of consumer habits. However, it is necessary to overcome this polarization through reflective practices that allow students to better understand the intention of advertising texts and also enhance skills associated with reading and critical thinking.
This reflection article is the product of a research work carried out in 2021 for the Faculty of Social Sciences, Humanities and Arts of UNAB University of Bucaramanga, whose objective was to design a pedagogical proposal to promote the improvement of the processes of reading comprehension and critical reading through the analysis of advertising discourse in fifth-grade students at San Luis school in the municipality of Aratoca. The proposal was based on a diagnosis of the problems that limit reading comprehension, and a literature review process to set concrete strategies to solve the problem. The essential objective of this article is to further study the qualities, uses and functions of advertising texts, as tools that can not only help to improve the processes of reading comprehension, but also to form more critical and reflective citizens, who have the ability to differentiate reality from the representations presented in advertising. The starting point is to recognize that, at a general level, there is a marked polarization between the school and the media, since they obey different purposes: the former aimed at the training of citizens, and the latter at the creation of consumer habits. However, it is necessary to overcome this polarization through reflective practices that allow students to better understand the intention of advertising texts and also enhance skills associated with reading and critical thinking.
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Critical reading, Advertising texts, Critical thinking, Advertising, Learning strategies, Lectura crítica, Textos publicitarios, Pensamiento crítico, Publicidad, Estrategias de aprendizaje
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Derechos de autor 2021 Espiral, Revista de Docencia e Investigación