| Resumo: | This article aims to find out whether there are significant differences in the dimensions of media competence: aesthetics, language, ideology and values, reception and audience, production and programming, and technology, between Spanish citizens in general and Rioja citizens in particular depending on the gender variable and the stratified level of educational qualifications variable, with different values reflecting the qualifications of the citizens surveyed. In order to carry out this work a questionnaire with proven reliability and validity has been designed. Such a questionnaire has been agreed on by national and international experts on this field of study. The sample consists of more than 6626 questionnaires filled in by Spanish citizens from different regions and 516 questionnaires filled in by citizens of the La Rioja autonomous region of Spain. Both, facetoface and online, methods have been used in this work. The results show that both the Spanish citizens and the citizens of the La Rioja autonomous region exhibit a marked lack of competence in audiovisual communication, understood as the ability to interpret audiovisual messages in a reflective and critical manner, and to express their ideas using the audiovisual language with a minimum degree of correctness and creativity.
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