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Within some research contracts with the National Audiovisual Council and Centre of Media Studies and New Communication Technologies (Faculty of Sociology and Social Work, University of Bucharest) performed between 2004 and 2005, in its quality as unique contractor and associate with the Centre of Urban and Regional Sociology SA, two projects: the first was a major premiere in our country on the theme of methodology and having as case study the evaluation of presentation violence on TV programs. (2004, July and November); the second analysed the behaviour of audiovisual consumers (pupils) (7-10 years, 11-14 years and 15-18 years, between July and November 2005). The two projects differ in theme and methodology but, in essence, are complementary and integrated in a unitary program of research aiming towards the evaluation of the way television restructures the triple agents of socialisation: family, school and mass media. The idealistic link between the two projects – one having as study object the evaluation of violent content in TV programs and, the other, to analyse the audience and the way it receives the audiovisual programs and their impact over cultural role models for pupils. Mass media has a tendency to take over, successively and simultaneously, the role of baby-sitter, parent educator and “national educator”.
Keywords: agents of socialisation, family, school and mass media, audience, cultural role models, mass media
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