Communication and technology means as channeling and knowledge management axes

Abstract

The way young people learn is changing due to the way they use hi-tech media outside the classroom. This article focuses on the need to use comprehensive educational systems that tackle the different dimensions of the development of the info-communication industry and, particularly, the narrative competences that derive from advertising, so that students leave school ready to full participate in the Information Society. Our starting point is that in the current context, education from communication is an education for contemporary life. The fact that both primary and secondary students assimilate the contents assisted by representations of media competences implies they assume the processes of accessing and searching for information as well as the approach to the different languages that form the messages of contemporary society. Since communication and technological media make a unique impression on the young due to its seductive nature, this influence must be reflected in the educational ambit, which cannot progress and meet the needs of the 21st century unless it takes them into account.