The UIC Barcelona Rector, Alfonso Méndiz, shared his ideas about how television series influence the values and attitudes of contemporary society. During his talk, Méndiz, professor of Audiovisual Communication and Advertising, used recent examples from the entertainment industry to illustrate his analysis.

Méndiz highlighted the impact of series such as Squid Game, which caused a stir in schools in countries such as Belgium, the United Kingdom and Spain, and 13 Reasons Why, which was watched by many young people and linked to an increase in suicide in American teenagers. Other examples that stood out were the series The Time in Between, which caused an exorbitant increase in sewing machine sales, and The Queen's Gambit, which sparked worldwide interest in chess, with more than 20 million new members registered worldwide.

According to Méndiz, studies on image psychology and audiovisual communication theory have revealed that television series have three main effects on audience values. First he highlighted the socialisation effect: series introduce us to a world of shared values, as they are currently the most powerful means of informal education for young people. Second, he pointed to the legitimising effect, "through which series normalise controversial behaviour or situations by presenting them as something natural, socially acceptable and legitimate, without the need for justification.”

Méndiz also mentioned a third effect: “transfer of personality, caused by the viewer's need to enter the media narrative; to get into the story, the viewer transfers his or her personality to the protagonist or narrator of the story, leading the viewer to take on those ideals, and even to empathize with them. All this is exacerbated if there is a prior connection with the main actor.”

Méndiz offered advice on developing critical thinking skills in relation to media content, emphasising the importance of questioning how television series represent family, friendship or happiness, and taking the time to analyse their impact on ourselves.

The conference, which was attended by professors of Audiovisual Communication from the Universidad Panamericana, was brought to a close with a lively debate on the role of television series in forming values, and the need to encourage viewers to have a critical perspective.