Publication: Aplicación de herramientas analíticas musicales y audiovisuales en el medio publicitario como metodología innovadora para el aprendizaje musical en educación primaria, educación secundaria y enseñanzas profesionales de música
Authors
Pérez Bueno, María José
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Escuela Internacional de Doctorado
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Encabo, Enrique
Publisher
Universidad de Murcia
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DOI
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info:eu-repo/semantics/doctoralThesis
Description
Abstract
En esta tesis doctoral se analiza y pone en valor la relación música e imagen en los spots publicitarios, al tiempo que se promueve su uso como herramienta motivadora y útil en el aula de música de Educación Primaria, Educación Secundaria y Enseñanzas Profesionales de Música. Los objetivos planteados son los siguientes: contextualizar la música en la publicidad audiovisual y su posible aprovechamiento en las enseñanzas musicales; comprobar la relevancia psicológica de la música en el medio audiovisual publicitario; diseñar un método propio para analizar spots publicitarios, y aplicarlo con los anuncios Catch, Coca-Cola para todos y La carta, todos ellos de la empresa Coca-Cola; comparar los spots analizados y establecer diferencias y semejanzas, para su posterior empleo en el aula de música; confeccionar herramientas de recogida de información, tanto para docentes como para discentes; contrastar los datos cuantitativos y cualitativos para analizar la información obtenida, y así extraer las conclusiones que reviertan en una mejora de la calidad educativa. De manera paralela, las hipótesis planteadas (y probadas) han sido las siguientes: la música en la publicidad audiovisual influye consciente e inconscientemente en el comportamiento de los consumidores y, por tanto, en la conducta del alumnado; el conocimiento de las herramientas audiovisuales y de los recursos musicales en la publicidad supone un atractivo añadido para los discentes, por lo que la motivación en el aula aumentará al ser incluidos estos productos audiovisuales; la visión del profesorado con respecto a la música en el medio audiovisual es positiva, pudiendo, por tanto, ser un elemento utilizado para incrementar el interés del alumnado de música sobre esta materia. Desde el punto de vista metodológico, atendiendo al objeto de estudio se ha adoptado una perspectiva interdisciplinar, pasando por fases de búsqueda documental y metodología multimodal dado que las secciones del método para analizar spots publicitarios están concretadas en seis partes: contextualización, texto, imagen, música, relación entre texto, imagen y música, y simbología y códigos. Además, también se ha aplicado el método comparativo para entender las semejanzas y diferencias identificadas en los tres spots analizados, así como para comparar los datos finales derivados de las respuestas obtenidas en cada nivel educativo. Por otra parte, para poder recoger la información por medio de los cuestionarios, se ha optado por una metodología investigadora de trabajo de campo, obteniendo datos de naturaleza cuantitativa y cualitativa. Las conclusiones alcanzadas, tras haber analizado y clasificado todos los datos obtenidos, han sido la demostración de la veracidad de las hipótesis de partida, pues los resultados numéricos obtenidos a través de las respuestas a los cuestionarios han desprendido unos datos que, al analizarlos de forma contrastada, han respaldado la visión inicial sobre esta investigación. La valoración es muy positiva con respecto a la consecución de los objetivos, por lo que se ha de concluir que el análisis de los spots publicitarios, en tanto productos culturales, debe ser llevado a cabo y, a su vez, puede y debe revertir en la mejora de los procesos de enseñanza-aprendizaje en el aula de música, contribuyendo (al aproximarnos a fenómenos próximos a la realidad inmediata de los discentes) al aprendizaje significativo y al aumento de la motivación y la implicación del alumnado.
This doctoral thesis explores and highlights the relationship between music and image in television commercials, while at the same time it promotes their use as a motivating and valuable tool within the music classroom in Primary Education, Secondary Education, and Professional Music Education. The main objectives of this research were: to contextualise the role of music in audiovisual advertising and its potential application in music education; to examine the psychological significance of music within the audiovisual advertising medium; to design a specific method for analysing commercials and apply it to three Coca-Cola advertisements – Catch, Coca-Cola for Everyone and The Letter; to compare these commercials and establish similarities and differences for subsequent use in the music classroom; to develop information-gathering tools for both teachers and students; and to contrast quantitative and qualitative data in order to draw conclusions that contribute to the improvement of educational quality. Parallel to this, the hypotheses formulated (and subsequently tested) were the following: music in audiovisual advertising influences consumers’ behaviour both consciously and unconsciously, and therefore also affects students’ behaviour; knowledge of audiovisual tools and musical resources in advertising represents an added attraction for learners, thereby increasing motivation in the classroom when such audiovisual products are included; and teachers’ perspectives on the use of music in audiovisual media are generally positive, making it a suitable element to enhance students’ interest in music. Methodologically, due to the nature of the object of study, an interdisciplinary perspective was adopted, including documentary research and a multimodal methodology. The method for analysing commercials was structured into six sections: contextualisation, text, image, music, the relationship between text, image and music, and symbolism and codes. Furthermore, a comparative method was applied to identify similarities and differences between the three analysed commercials, as well as to contrast the results derived from responses at different educational levels. Fieldwork was also conducted using questionnaires, which generated both quantitative and qualitative data. The conclusions drawn, after analysing and classifying all the data, confirmed the validity of the initial hypotheses. The numerical results obtained from the questionnaires, when contrasted and interpreted, supported the original vision of the research. Overall, the evaluation is highly positive regarding the achievement of the proposed objectives. It can therefore be concluded that the analysis of television commercials, as cultural products, should be undertaken and can indeed contribute to the improvement of teaching and learning processes in the music classroom. By addressing phenomena closely related to students’ immediate reality, this approach fosters meaningful learning, as well as increased motivation and engagement among learners.
This doctoral thesis explores and highlights the relationship between music and image in television commercials, while at the same time it promotes their use as a motivating and valuable tool within the music classroom in Primary Education, Secondary Education, and Professional Music Education. The main objectives of this research were: to contextualise the role of music in audiovisual advertising and its potential application in music education; to examine the psychological significance of music within the audiovisual advertising medium; to design a specific method for analysing commercials and apply it to three Coca-Cola advertisements – Catch, Coca-Cola for Everyone and The Letter; to compare these commercials and establish similarities and differences for subsequent use in the music classroom; to develop information-gathering tools for both teachers and students; and to contrast quantitative and qualitative data in order to draw conclusions that contribute to the improvement of educational quality. Parallel to this, the hypotheses formulated (and subsequently tested) were the following: music in audiovisual advertising influences consumers’ behaviour both consciously and unconsciously, and therefore also affects students’ behaviour; knowledge of audiovisual tools and musical resources in advertising represents an added attraction for learners, thereby increasing motivation in the classroom when such audiovisual products are included; and teachers’ perspectives on the use of music in audiovisual media are generally positive, making it a suitable element to enhance students’ interest in music. Methodologically, due to the nature of the object of study, an interdisciplinary perspective was adopted, including documentary research and a multimodal methodology. The method for analysing commercials was structured into six sections: contextualisation, text, image, music, the relationship between text, image and music, and symbolism and codes. Furthermore, a comparative method was applied to identify similarities and differences between the three analysed commercials, as well as to contrast the results derived from responses at different educational levels. Fieldwork was also conducted using questionnaires, which generated both quantitative and qualitative data. The conclusions drawn, after analysing and classifying all the data, confirmed the validity of the initial hypotheses. The numerical results obtained from the questionnaires, when contrasted and interpreted, supported the original vision of the research. Overall, the evaluation is highly positive regarding the achievement of the proposed objectives. It can therefore be concluded that the analysis of television commercials, as cultural products, should be undertaken and can indeed contribute to the improvement of teaching and learning processes in the music classroom. By addressing phenomena closely related to students’ immediate reality, this approach fosters meaningful learning, as well as increased motivation and engagement among learners.
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