An ethical perspective on the relationship between Media Communication – Education: Case study

By, Phd (c). Dritan IDRIZI, Prof. Assoc. Dr. Tomi TRESKA

Abstract
Purpose: Since advertising to children and adolescents has become ubiquitous, scholars who study the significance and influence of adverts on children raise questions about the communication approach towards this category of the audience. This study focuses on two national TV stations which have the highest number of viewers and consequently the highest number of advertisements and time dedicated to it. Some of the adverts repeatedly broadcast on these television channels do not comply with the ethical standards of MES or the legal framework for Audiovisual Media in the Republic of Albania. Design/Methodology/Approach: The method used in this case study is the observational method – the monitoring of the national TV media stations during particular time slots. Findings: The findings and recommendations will be relevant to all the stakeholders. Originality/value: Advertisements in time slots, in which children are actively watching television, are not in accordance with the ethics that are trumpeted by the law on pre-university education and the law on audio-visual broadcasts. We can identify the violation of some articles of the law on which the Audiovisual Media Authority operates.
Keywords: TV adverts, communication, education, children, legal framework.