The Media Literacy Competency Model is a useful starting point for policy, tools, research and projects around media literacy. You can use it as a base to formulate a tangible framework for your own medium, target group and context.
What is the Media Literacy Competency Model?
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Media Literacy
The Media Literacy Competency Model translates the Flemish Government’s definition of media literacy into a concrete, usable instrument. The Model clarifies what knowledge, skills and attitudes are needed to work on your media literacy. Discover the ins and outs of how the model is built here.
The Media Literacy Competence Model
It’s important to be aware of the fact that the media literacy competency circle is a continuum: the various goals and competencies cross into each other and are used at the same time. You can compare media literacy to a pizza, where every slice has different quantities of each ingredient. Determine which competencies you or your target group already master (or want to master) in order to effectively and efficiently reach your goals.
2 competency clusters
The Media Literacy Competency Model is made up of two competency clusters: ‘using media’ and ‘understanding media’. This is because media literacy is about more than just knowing which button to press. Being able to use media doesn’t mean that you also understand how media work, and what the opportunities and risks involved are. The same goes for the other way around.
Using media
By ‘using media’ we mean actively, technically and creatively handling media. This can comprise anything from simple tasks like saving a document or changing a password, to complex actions like editing a video or even creating a (basic) website.
This cluster consists of 4 sub-competencies:
Operating media is the skill most people think of when it comes to media literacy. We are talking about the physical part of media usage, ‘pushing the buttons’ if you will, like using a mouse or typing on your smartphone.
Being able to navigate (various) media means that you can find your way within and between media. For example, you can find your way back on the internet, and you can select the right media for a given task or activity.
By creating a structure in the media (content) you peruse, you can keep an overview and work with the content more easily. Think for example of ranking your favourite tunes in a playlist or creating folders in your mailbox.
If you can creatively handle media, you can develop yourself and optimally take part in a mediatised society. This can take many forms: building your own world in Minecraft, creating a video for social media, writing a Wikipedia article, editing a photo, …
Understanding media
By ‘understanding media’ we mean consciously and critically assessing media. This ranges from seeing the (im)possibilities of media and knowing what they are meant or suitable for, to being aware of your own media literacy as well as that of others.
This cluster consists of 4 sub-competencies:
It’s important to be aware of the way media are put together, how they work and how they don’t work. When you are aware of their effects, (im)possibilities, reach and purposes, you can use them accordingly.
Media always carry a message, which means that media content can come with consequences. By looking at everything you encounter with a critical stance, you don’t lose sight of the bigger picture.
If you are able to analyse and evaluate media, you can also judge its value. Which media are (not) trustworthy? Is the given media content objective or subjective? With this skill, you can select which media content is the most suitable for your purposes.
As a media user, you are part of the mediatised society. You deal with media in a certain way. By reflecting on your own approach, you can adjust your media skills and behaviours whenever necessary – and you can help others do the same.
5 media goals
Each (sub-)competency on the Mediawijs Competency Model can be used to obtain a media goal. Each of these goals is of equal importance and they can stand alone, but in practice they often cross over. For example, you can make a video about the history of fries to teach others something (goal: informing). At the same time, you came up with the video, edited it and made it your own (goal: creating).
If you want to work on media literacy, it’s important to keep all 5 goals in mind:
1. Media goal: informing
What does this mean? Keeping yourself and others informed.
There are plenty of articles, videos and photos to be found online: anyone can spread these on the internet. This means that there is more information available than ever, but the search for trustworthy information is not without its hurdles.
Media literacy can help you search for information, evaluate the source and the content, and inform yourself on the basis of this evaluation. On the other hand, you can also provide others with correct information by spreading media content based on solid sources.
2. Media goal: interacting
What does this mean? Exchanging opinions, feelings and messages.
Thanks to media, we can bridge gaps in space and time to keep in touch with others, share opinions and convey messages. On the other hand, in the digital world you can also get into misunderstandings, accidentally insult someone, or get tangled up with the wrong people.
Media literacy helps you to digitally reach the right people and organisations, to react to others appropriately online, to find your way in the huge tangle of technical options, and last but not least, to protect your own privacy.
3. Media goal: creating
What does this mean? Creating media (content) for yourself and others.
If you are able to adequately express ideas, emotions and stories, you can use this skill to make connections with others and to develop yourself. Media offer more possibilities than ever to do so, possibilities we all like to use. But sometimes others can copy and spread your creation without asking, or you can end up doing so with the work of others.
Media literacy can help you develop basic creative skills and improve the quality and reach of your work. It also helps you understand to what extent your own work is protected, and what you can and can’t do with the work of others
4. Media goal: entertaining
What does this mean? Entertaining yourself and others.
Watching videos on YouTube, gaming with friends or looking for interior decoration tips: thanks to the internet, there are infinite ways to keep busy. You can even help others to be entertained, for example by posting fun photos or videos. But because of the huge number of possibilities and the wide offering available, it can be hard to focus on anything else, or to distinguish between what is funny and what is hurtful.
Media literacy can help you, alone or with others, to consciously enjoy media, to explore various forms of entertainment, and to simply relax. At the same time, you are aware of when and for what purposes you should (not) use media, and you are able to put aside media every now and then for other (offline) activities.
5. Media goal: defending
What does this mean? Defending yourself, your opinions, or others.
Media are an important part of the public space. And historically, we need to be able to stand up for ourselves, others, and what we believe in, in that public space. That’s all possible online now: by signing online petitions, sharing messages on social media, or sending a complaints email.
Media literacy can help you to be resilient on the internet and to know which channels to use when you want to stand up for something. It also helps you to respond in the best possible way if anyone attacks you or your loved ones online.
How to use the model in education
The Media Literacy Competency Model was translated into a Media Literacy Learning Curve designed especially for the education system. The learning curve clarifies which skills and knowledge children should ideally have mastered by which age. Discover the Learning Curve.
How to use the model in youth work
During the European collaborative project EMELS, a framework was created for using media literacy in youth work, based on amongst others the Media Literacy Competency Model. The EMELS Standard helps youth workers solidify the digital skills of youngsters through example cases and best practices. Discover the Standard.
How to use the model to measure impact
Do you want to measure the societal impact of your media literacy project? The Media Literacy Competency Model forms the basis of the Betternet Impact Wizard, which helps you measure the effectiveness of your initiative.
