Elaboración y validación de la escala de dominios de valores televisivos (EDVT)

Abstract

This paper presents the developmente and validation of a scale based on the Schwartz dominions. Assuming it is valid, this scale will enable us to coherently interpret empirical data in relation to the proposed theoretical framework. To this end, the paper presents the results obtained on the Television Value Dominion Scale (TVDS), and adaptation of the Schwartz Value Scale (SVS) developed with the aim of applying the said scale to the framework of a research project focusing on television habits and values. The validity results were reached through a multidimensional analysis and enable us to conclude that the TVDS is, structurally speaking, an almost exact replica of the original model. These results enable us to proceed with confidence with our research into personal and television values, since we now have a tool based on a consolidated model, whose validity has been statistically proven.