“This initiative arose between the senior pupils from the Permanent University when observing the stereotyped form and negative whereupon the means spread their image, and when stating the little participation that they have in them. This way, the impellers of the Observatory (students and professors of the program Senior Diploma of the UA) decided to investigate of way activate the present reality of the relation between the majors and mass media�, affirm to the coordinator of the sample and director of the UPUA, Bru Conception. The objective: “To be a mirror where to watch all to us, the majors and the young people, to initiate a intergenerational dialog�.
 
The exhibition, framed within the academic activities of the UPUA on the occasion of anniversary his 10º, began to analyze how the others see the majors by means of a series of strips and humorous emblems, of the artists Joan Subirana Queralt and Enrique the Perez Penedo, who offered a humoristic, funny glance, and almost histriónica, of this group. Rejoiced in action. Humorous visions of the daily life, work of Subirana, picked up through 12 pictures of great format scenes and situations of the day to day of the majors. On the other hand, Enrique compiled some of his better drawings and jokes appeared in these years in the press.
 
Another part of the sample, under the title How we see ourselves, concentrated in the image that the majors have of themselves. In her, the Association of Writers of Luces (ELUA) presented/displayed the other facet of this group of age in its daily life and, especially, in the Permanent University. Of this form, the members of the ELUA took their cameras to catch moments, sensations, acts and watched of the majors in their habitual surroundings, participating in active form in the society and, sometimes, unexpected and unusual activities.
 
The last section, that gave name to the exhibition, Breaking stereotypes “majors�, builds of the creative ones of the Factory of Image of the General Foundation of the UA, Fernando Embid Fernandez and Mariló Berenguer Ros, and of the own protagonists and investigators of the Observatory Majors and Mass media, it was one more a contribution, presented/displayed in audio-visual format, to the rupture of that stereotyped image that reflect the society and mass media. “An invitation to know the majors that comprise of the project Permanent University and, generally, to consolidate a dialog between generations that eradicates the social exclusion by age�, indicates the director of the UPUA.
 
Conclusions
The results of the analysis of the Observatory on the majors in the publicity have been positive, since although the young people continue being the unquestionable protagonists of the televising publicity (around the 80 percent of the announcements they go to this group), the investigations indicate that, in the last years, the majors are developing like an emergent group, with an increasing and consisting of presence mass media and in the publicity. However, its presence continues being very below its demographic and economic weight. On the other hand, the advertizing announcements directed specifically to the group of majors (around the 2 percent), show to them like active, sociable and healthful people.
 
With respect to the series of television, the majors assure that as the productions do not go directed “, we they do not like. We are only public objective in products acclimated in the past. Also, these do not reflect the present heterogeneity of the group. The types of personages majors that take part in the series show a stereotyped image and the few protagonists that there are represent papers of bad�.