Human values in communication:

from the consciousness of good and evil to brands with values

Abstract

The work by Norminanda Montoya and Ángel Rodríguez examines the relationship between human values and contemporary media systems, highlighting the growing detachment of media from universal ethical principles. The book combines a strong theoretical foundation—based on the Universal Declaration of Human Rights—with an empirical approach embodied in the EVA Protocol (Evaluación de Valores), an innovative methodological tool designed to identify and measure values in media content through audience perception.