The definition of media literacy
According to the Media Literacy Concept Note, ‘media literacy’ means the following:
What is media literacy?
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Media Literacy
On 4 May 2012, the Flemish Government approved the Media Literacy Concept Note: a joint proposal by then-Minister of Media Ingrid Lieten and Minister of Education Pascal Smet that placed media literacy high on the agenda for the first time. It was also the first time the term was given a clear definition. What does the definition entail, and what exactly does it mean?
“Media literacy encapsulates the totality of knowledge, skills and attitudes necessary for citizens to consciously and critically participate in a complex, changing and mediatised world. It is the competency to actively and creatively use media, aimed at social participation.”
Media literacy: a competency?
The Flemish Government defines media literacy as a competency, which means that as an individual you have the necessary knowledge, skills and attitudes to adequately respond to a given situation.
When we define media literacy as a competency, we have to make sure not to overlook certain aspects:
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The wider framework. Media literacy is more than just a competency. It also has a context, a ‘why’, and a greater purpose.
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Motivation and talent. We shouldn’t focus too much on what people cannot do (yet). Media literacy is not just about ability, but also about willingness.
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The multiple facets. The term ‘competency’ implies that we can reduce media literacy to specific skills or knowledge, when in reality it is multifaceted.
To make the definition from the Media Literacy Concept Note more tangible, Mediawijs developed the Media Literacy Competence Model. This is not just an elaboration on the definition, it also enables us to make media literacy measurable. This makes it a convenient starting point for anyone who wants to create a media literacy tool, a course, policy or research.
3 myths about media literacy
Not true. Media literacy isn’t like language or maths: there’s no exam for it which proves that you are media literate once and for all if you pass. The digital world evolves constantly, and the same goes for media literacy. In other words: media literacy is not a competency you can acquire once and be done with it. It’s a part of lifelong learning.
Not true. Avoiding danger and risk is often the first reason mentioned when people ask why media literacy is important. Media literacy policy tends to revolve around ‘safer internet’ and ‘parental advisory’. But this unilateral view lacks nuance and reality. The opportunities inherent in media use strongly outweigh the risks. That’s why media literacy requires a balanced approach: besides learning to deal with the risks, there needs to be sufficient emphasis on the opportunities.
Not entirely true. It’s true that basic skills such as writing an email or creating an account online are an important aspect of media literacy. But as you can see from the Media Literacy Competence Model, using and understanding media are of equivalent weight. Being able to post photos on social media and send messages to your friends does not automatically mean that you understand why it’s important to adjust your privacy settings.
