<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1676-2592</journal-id>
<journal-title><![CDATA[ETD Educação Temática Digital]]></journal-title>
<abbrev-journal-title><![CDATA[Etd]]></abbrev-journal-title>
<issn>1676-2592</issn>
<publisher>
<publisher-name><![CDATA[Universidade Estadual de Campinas - UNICAMP]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1676-25922015000200377</article-id>
<article-id pub-id-type="doi">10.2592/EDT17N2A20150010</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Educomunicação, ou contra a concorrência desleal entre educação e a mídia do espetáculo]]></article-title>
<article-title xml:lang="en"><![CDATA[Educommunication, or facing the unfair competition between education and the media spectacle]]></article-title>
<article-title xml:lang="es"><![CDATA[Educomunicación, o contra la competencia desleal entre educación y una demostración de medios]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fortunato]]></surname>
<given-names><![CDATA[Ivan]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Penteado]]></surname>
<given-names><![CDATA[Claudio Luis de Camargo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Federal de São Paulo  ]]></institution>
<addr-line><![CDATA[São Paulo SP]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Federal do ABC Programa de Pós-Graduação em Ciências Humanas e Sociais ]]></institution>
<addr-line><![CDATA[São Paulo SP]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>05</month>
<year>2015</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>05</month>
<year>2015</year>
</pub-date>
<volume>17</volume>
<numero>2</numero>
<fpage>377</fpage>
<lpage>393</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S1676-25922015000200377&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S1676-25922015000200377&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S1676-25922015000200377&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Frente &#224; centralidade midi&#225;tica contempor&#226;nea, apresentamos este artigo de revis&#227;o de literatura e reflex&#227;o cr&#237;tica, concebido &#224; luz dos estudos sociol&#243;gicos e dos prop&#243;sitos de uma nova &#225;rea, denominada de Educomunica&#231;&#227;o. Ao cotejar a literatura com nossa pr&#243;pria experi&#234;ncia como docentes no Ensino Superior, temos como objetivo principal o de apresentar algumas cr&#237;ticas, ao conte&#250;do midi&#225;tico, que atua como uma esp&#233;cie de concorr&#234;ncia desleal ao trabalho educativo realizado nas escolas e universidades. Primeiro, considera-se que, em sua evolu&#231;&#227;o hist&#243;rica, os canais da m&#237;dia assumiram papel central na organiza&#231;&#227;o da vida social, em amplo sentido, abra&#231;ando as dimens&#245;es pol&#237;tica, cultural, e at&#233; mesmo axiol&#243;gica, da sociedade contempor&#226;nea. Segundo, discute-se o que nomeamos como concorr&#234;ncia desleal entre m&#237;dia e educa&#231;&#227;o escolar, baseando-nos na enorme quantidade de produtos midi&#225;ticos desenvolvidos sob a &#243;tica do espet&#225;culo, seja informa&#231;&#227;o ou entretenimento. Por fim, ressaltamos a educomunica&#231;&#227;o como uma potencialidade de coopera&#231;&#227;o ao trabalho educativo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Facing the contemporary media centrality, we present this literature review and critical reflection paper, based in sociological studies and the purposes of a new area called Educommunication. By collating the literature with our own experience as university professors, our main goal is to present some critics to the media content, which acts as a kind of unfair competition to the educational work conducted in schools and universities. First, it is considered that in its historical development, media outlets took the central role in the organization of social life, in a broad sense, embracing the political, cultural, and even axiological dimensions of contemporary society. Second, we discuss what we name as unfair competition between media and education, based on the huge amount of media products developed from the perspective of the spectacle. Finally, we emphasize the educational communication as a potential cooperation to educational work.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Frente a los medios de comunicaci&#243;n contempor&#225;neos de centralidad, presentamos este art&#237;culo revisi&#243;n de la literatura y de refleccion cr&#237;tica, dise&#241;ado a la luz de los estudios sociol&#243;gicos y prop&#243;sitos de una nueva &#225;rea, denominada Educomunicaci&#243;n. Para recopilar la literatura con nuestra propia experiencia como profesores en la educaci&#243;n superior, nuestro principal objetivo presentar algunas cr&#237;ticas el contenido de los medios, que act&#250;a como una especie de competencia desleal a la labor educativa realizada en las escuelas y universidades. En primer lugar, se considera que en su desarrollo hist&#243;rico, los medios de comunicaci&#243;n tuvieron un papel central en la organizaci&#243;n de la vida social, en el sentido amplio, que abarca la sociedad pol&#237;tica, cultural, e incluso axiol&#243;gico, del contempor&#225;neo. En segundo lugar, se discute lo que denominamos como competencia desleal entre los medios de comunicaci&#243;n y la educaci&#243;n, basado en la enorme cantidad de productos de medios desarrollado desde la perspectiva de la serie, ya sea informaci&#243;n o entretenimiento. Por &#250;ltimo, hacemos hincapi&#233; en la comunicaci&#243;n educativa como un potencial de cooperaci&#243;n a la labor educativa.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Mídia]]></kwd>
<kwd lng="pt"><![CDATA[Deseducação]]></kwd>
<kwd lng="pt"><![CDATA[Educomunicação]]></kwd>
<kwd lng="en"><![CDATA[Media]]></kwd>
<kwd lng="en"><![CDATA[Miseducation]]></kwd>
<kwd lng="en"><![CDATA[Educommunication]]></kwd>
<kwd lng="es"><![CDATA[Medios]]></kwd>
<kwd lng="es"><![CDATA[Deseducación]]></kwd>
<kwd lng="es"><![CDATA[Educomunicación]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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