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The Spanish educative system is currently going through difficult times. Violence in schools, combined with a high failure rate, outlines the necessity of an education in values. On the one hand, mass media, together with the new information and communication technologies, play a crucial part in the development of civic ethics. On the other hand, the role of television, cinema and the Internet is decisive for the shaping of schoolchildren’s cultural identity. It is therefore primordial to conform the pedagogy of both the images and messages emitted on these media in order to enhance the pupils’ critical abilities, their social conscience building, as well as their cultural training.