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Media Literacy

Leo Van Audenhove. Media Literacy. Empowerment or the freedom to be disempowered ?. What is media literacy?. Aufderheide 1993 Media literacy is the ability to access, analyse , evaluate and communicate messages in a variety of forms to society as a whole Livingstone 2004

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Media Literacy

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  1. Leo Van Audenhove Media Literacy Empowerment or the freedom to be disempowered ?

  2. What is media literacy? • Aufderheide 1993 • Media literacy is the ability to access, analyse, evaluate and communicate messages in a variety of forms to society as a whole • Livingstone 2004 • Media literacy is the ability to access, analyze, evaluate and create messages across a variety of contexts • EU Communication 2007 • (…) the ability of people to access, understand, create and critically evaluate different types of media • ACCESS, CRITICALLY EVALUATE, CREATE Pag. 2 12/25/10

  3. Emancipation Disengagement Engagement Protection

  4. Current media literacy thinking • From Protectionist to Empowerment Approach • Protectionist • Media has negative effects • Interventionist regulation to protect • Empowerment • Media and internet integral part of mediated society • Active users have capabilities to handle media and internet • Focus on autonomous use in engagement with media • Individual expected to self-regulate use (and that of minors) Pag. 4 12/25/10

  5. Competence Model Mediawijs.be

  6. Competence Model Mediawijs.be

  7. Self-regulation by the individual user • Wallis and Buckingham 2013 • ‘(…) individuals (and their families) are seen to go about their own business in the marketplace, protecting themselves (and their children) from harmful influences or offence, mitigating risk to themselves, and exploiting the new opportunities afforded by new technologies’ • 3 Fundamental preconditions • individual has knowledge and capabilities to criticallyengage with digital media • individual has the choiceto act on the acquired knowledge • individuals can trust the system in which they operate Part of media literacy mandate Pag. 7 12/25/10

  8. Internet Governance and media literacy • Appropriate balance • Enabling environment – choice - trust • Strong focus on media literacy • Part of general education • Part of public service broadcasting • Lifelong learning Pag. 8 12/25/10

  9. media literacy in the developing world • Europe • Universal access gradually met • Shift access > skills and competences • South Africa • Access rising – also to internet and social media • Focus mainly on functional skills • Less on critical skills and media literacy • Media literacy in non-democratic countries? Pag. 9 12/25/10

  10. Leo Van Audenhove Leo.Van.Audenhove@vub.be

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