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espanolLa irrupcion de las nuevas tecnologias en la vida cotidiana ha supuesto una enorme revolucion a la hora de determinar tanto las relaciones entre los sujetos como de comprender e interpretar la realidad. Por ello, la alfabetizacion mediatica se plantea hoy como una disciplina indispensable en los sistemas educativos de todo el mundo. Este articulo recoge los resultados obtenidos en un experimento con estudiantes de educacion secundaria. El objetivo es observar hasta que punto la alfabetizacion mediatica puede resultar de utilidad a la hora de potenciar las competencias interpretativas de los estudiantes. La muestra esta formada por alumnos de 14-15 anos, pertenecientes al curso Decimo de tres centros escolares de Guayaquil. La variable independiente es conformada por cinco spots. Los resultados subrayan que, al margen del contexto socioeconomico, los alumnos instruidos mediaticamente muestran una capacidad interpretativa y decodificadora superior a aquellos otros que no lo fueron. EnglishThe advent of new technologies in everyday life has brought about a major shift in determining both the relationships between subjects, and the ways in which reality is interpreted and understood. Therefore, media literacy is posed today as an indispensable discipline in educational systems worldwide. This article presents the results of an experiment with high-school students. The aim of the experiment is to see to what extent media literacy can be useful to enhance the interpretative competence of students. The sample consists of students of 14-15 years of age, studying the Tenth course in three schools of Guayaquil. The independent variable comprised five advertisements. The results highlight the fact that, regardless of the socioeconomic context, students who were media literate showed a higher decoding and interpretative capability than those who were not

Alfabetización mediática y discurso publicitario en tres centros escolares de Guayaquil