Abstract
Using a sample of 464 adolescents from Vizcaya, Spain, the aim of this study is to identify and analyse the values they perceived from their favourite TV character. The data were collected in person by means of two instruments: the Val-TV 0.2 questionnaire, based on the Schwartz model, and a personal essay, out of which 50 were randomly selected, to identify values perceived through the analysis of the essays, based on the Hall-Tonna model. The quantitative results show that adolescents perceive values related to hedonism, benevolence and self-direction in their favourite TV character. These values could be associated with qualitative values related to fun, belonging and the search for one’s own autonomy. The values perceived to a lesser extent from both perspectives are related to security, conformity and tradition. The conclusions support the relevance of the Hall-Tonna model for improving the understanding of values perceived by adolescents through the medium of television.
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