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¿Con slogans reads more?

Experts talk about the effectiveness of campaigns to promote reading

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Saturday January 29, 2011 Yanet Aguilar Sosa "My book is bigger than yours. Books for Men "and" Please Read "are some of the slogans that could be in the public imagination and create the habit of reading in Mexico, where only reads 2.9 books a year, according to the National Reading Survey conducted in 2005 . Browse

walking promotion programs to read is an urgent task, as the national and international data show that rates in the country are so low that barely manages to be the next to last in a list of 108 countries.

And although the dream of every advertising creative is that their campaigns will be remembered and be as strong to turn to history and to be saved forever, as they have been slogans like "Do not put the belt", "The small family lives better, "" Shut it! "and" Put trash in its place ", the slogans of promoting reading words that require more than well done, they need very strong promotional programs.

The phrase that a picture is worth a thousand words in the promotion of reading is not true or at least is the reverse. In Mexico, have undertaken programs to promote reading with high-sounding phrases such as "Towards a nation of readers" but the data have shown little progress.

In 2000, when the government of Vicente Fox launched the program, Mexico obtained 422 points in PISA (Program for International Student Assessment) reading comprehension of the OECD, a figure that fell in 2003 and 2006, when he had 400 and 410, respectively.

For Felipe Garrido, a specialist in the promotion of reading, a slogan by itself can not change anything. "I wish I'd been a reading program that supported the theme" Towards a country of readers', but what happened in the Fox administration is that there was nothing to support the theme, was an empty slogan and nothing happened at all If we lost ground during this presidential term. "

Meanwhile Juan Domingo Argüelles, renowned scholar of reading in Mexico, said that slogans are not useless, while not having an effective and imaginative support. "The trouble is that just as there is imagination to encourage a love of reading, and government programs only resort to mandatory roll always 'read to learn', 'read to grow', 'read to be better' by this way there is no imagination in the slogans. The slogans themselves are simple hesitated. "

He has warned that one day, lay their hands on the famous battle cry Paquita la del Barrio to put on a poster: "You're reading useless?" and pointed out that the health warnings that alcohol is harmful to health have failed to have less alcohol, or pictures and warnings about the damage produced by cigarette smoking has been less.

"A slogan is useless as it is not accompanied by social support, education and culture. Gandhi's campaign is very good, because support is accompanied by a pleasant reading and is obviously aimed at people who have a link to literacy. It is also imaginative. But the campaign of the Council of the Voice of Business Communication is horrible stereotype and made by people who are seen to have little idea of \u200b\u200breading and books. "

The second, from the bottom up

According to a UN report of 2006, Mexico held the position 107 in 108 countries listed in terms of reading habits. According to this index, Japan has developed the habit of reading among 91% of its population, Germany has achieved 67% of its inhabitants and South Korea 65%, but in Mexico only 2% of people have the habit of reading.

The data are revealing. If the National Cultural Survey 2005 states that Mexicans read 2.9 books a year, a UN study of 2006 speaks of only 2 books a year that are read and the INEGI, in its National Survey on Time Use 2002 showed that the average time spent by the population to read any text is only 1.2 hours per week.

Against this background, there are a variety of actions to promote reading. The most recent is the one that started a few days, the Council of Communication with the SEP, called "Read to Learn", "fun read", which has more than 60 speakers, including singers, actors, athletes and invite drivers with phrases like "Reading is my favorite act," in the mouth of Ana Claudia Talancon, "Read us crazy," with members of OV7, or "Read me turn on" with the former leader of Phobia.

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as Salvador Felipe Garrido Villalobos, Executive President of the Council of Communication ensure that this group of personalities, which will be added many others, do have the habit of reading, they are not acting or give false messages.

Garrido says the Council is a good campaign slogans, especially as the backs a program that has started on the SEP City with thousand attending 600 schools, called "read better day by day."

It is true that the quality of education is below international standards. The evaluations show that children have little ability to analyze and understand little of what they read. This is confirmed by the PISA 2000, 2003, 2006 and 2009, who evaluated more than 400 thousand students, in which Mexico ranks near the bottom.

To Argüelles, in promoting reading "everything is in good intentions and false ideas." He says that the school could do much reading, but they do homework. And in general institutional reading programs run from the obsession that there's "low literacy" and not from "the need to form an educated society, critical and informed that if he is obviously understand immediately that the readership of a country can not be better than its educational system and cultural environment. "

More than good intentions

Juan Domingo Argüelles remember which recently the CEO of INEA, Juan de Dios Castro, other officials said what they dare not: it is impossible to eradicate the educational backwardness if not resolved fundamental problems, such as economic and social factors.

"he said, with a good analogy:" It's like drawing water from a boat while beyond is a larger hole where more water enters. " The same I think about reading: the authorities want to raise the 2.9 books per capita per year of Mexicans, but the social, educational, cultural, economic, etc., is changed markedly. A SEP is concerned about the indicators, not the substance of those indicators. "

Salvador Villalobos is enthusiastic about the new campaign because it says it offers well-directed two messages: one to the other to society and families to read is fun and it must be done at least 20 minutes a day.

"With the SEP, we committed to getting from here to Link Test 2012 one of every two children is in excellent and good level, to encourage reading. At the same time we want to encourage the habit, then society would involve an increase in productivity in the country, "says Villalobos.

President of the Council of the Communication states that reading a study that was nationally representative IPSOS found that only 26% of people are those that usually read something a month. ;

In this study would not ask how many books you read per year because many people take textbooks and lectures.

Argüelles is very critical, said the SEP does not understand the difference between reading for pleasure and instrumental.

"Their Reading Skills National Standards revealed that his advisers and specialists do not know what they talk about when they intend to encourage understanding by measuring the speed of reading. It's the most anti-pedagogical to be done, and especially since the parents as meters that speed, "says Arguelles.

Fact. 47% of students 15 years does not reach the minimum reading skills, as evidenced by the PISA 2006. The data led the Council of Communication to undertake a program to promote the campaign commented. The aim, says Villalobos, is that Mexicans are reflected as "messages were chosen for different social and public."

This time I will score? Reading rates are made in the future will answer that question.

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Why Do people in Mexico do not read?

Saturday January 29, 2011 Yanet Aguilar Sosa