This article presents and discusses a methodological proposal for investigating media, especially television products, in the educational field. With theoretical support from authors like Foucault, Deleuze, Beatriz Sarlo and Martín-Barbero, I argue for investigations into audio-visual language that seek to describe discourses circulating as hegemonic truths, in order to produce determined ways of subjectivation. Analysis of discourse, related to media products, works as a "tool" for describing practices of discourse and non-discourse about ways of seeing in contemporary life.
media; reception; analysis of discourse; educational research; subjectivation