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Media Literacy – The Challenge And Need For The Xxi Century

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  • Gruchola, Malgorzata

Abstract

This article aims to analyze the assumptions and trends of media literacy in the information society, as proposed by the European Commission. The method of analysis and interpretation has been used. After a preliminary discussion of terminology, the media literacy has been defined as media and reputation authority and a critical attitude towards the media. There are quoted legal basis recommending the ability to use mass media (including the Directive on Audiovisual Media Services – 11/12/2007 and the Commission Recommendations of 2007 and 2009: A European approach to media literacy in the digital environment). There are presented "good practices". The article focuses mainly on three areas. Media literacy in the following areas: commercial communications, audiovisual works, and online content. There are compared the implementation of these recommendations in the EU Member States. The article ends with summary conclusions. If we want to have the educated, conscious society, we must invest in the development of media literacy, understood not only as a capacity for critical use of media, but also the ability to create, search, use and value different information. This knowledge and skills are the best safeguard against digital crime. "Media literacy is now so essential for full civic participation as reading and writing literacy was in the early nineteenth century" (Viviane Reding).

Suggested Citation

  • Gruchola, Malgorzata, 2010. "Media Literacy – The Challenge And Need For The Xxi Century," Economic and Regional Studies (Studia Ekonomiczne i Regionalne), John Paul II University of Applied Sciences in Biala Podlaska, vol. 4(2).
    • Handle: RePEc:ags:plecrs:264766
    DOI: 10.22004/ag.econ.264766
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