Educar la mirada: una experiencia de lectura del deporte televisivo en Brasil.

This paper discusses the educational experience as a privileged social practice for the comprehension of the meaning of sport in television. We base our socio-cultural approach on a pedagogical action carried out with future Physical Education teachers from Brazil. They identified, through the reading of the television broadcast of a women's basketball championship, the play on meanings spread by the Brazilian television, thus influencing the construction of certain ethics and aesthetics of the present-day sports phenomenon. In such a process, the students were able to identify the transformation of sport into a «TV-show» and to comprehend the process of signification of cultural elements by the media. [ABSTRACT FROM AUTHOR]