A Panacea for all ills: What can media literacy achieve? A half-day conference from Ofcom and the ippr 17 March 2005

Robin Blake Manager Media Literacy, Ofcom

What is media literacy? The Act gives Ofcom a duty to promote media literacy Section 11 requires Ofcom to promote a better understanding of the nature, selection, regulation and control of electronic communications.

What is media literacy? The Definition Media literacy enables people to access, understand and create communications in a variety of contexts

What is media literacy? The Skills, Knowledge and Understanding to: Access Navigate Control Regulate Understand Read Deconstruct Evaluate Create Produce Distribute Publish

Our approach In a converged, digital world people will need to take more responsibility for what they listen to and watch. Media literacy will help make this possible. Ofcom will promote media literacy through partnerships, encouraging stakeholders to fulfil the need of their customers. Our role will be to provide leadership and leverage.

The Priorities To research media literacy issues To ensure people have access to adequate and timely information about the nature of audio visual content To act as a signpost to advice and guidance on matters of safety and best practice; to connect media literacy projects and to work in partnership with other stakeholders to promote media literacy

Research The aim of our research is to give practical, operational guidance to Ofcom and stakeholders. Media Literacy Literature Reviews Setting the scene – Observing media literacy Media Literacy Audit Media Literacy Panel

Connecting, Partnering & Signposting Adult Learners Week (England and Wales) Make the Right Connection (N Ireland) EU presidency event – Liverpool in September British Standard for internet filtering software Workshops for older people Seed corn funding Website eBulletin

Content information To ensure people have access to adequate and timely information about the nature of audio visual content to allow them to make informed choices about viewing in the digital age. To understand how people make informed choices about audio visual content, particularly in homes with multichannel television, PVR and broadband internet or video on demand services

The future? emerging online technologies (IM, P2P etc) 3G, interactive TV, digital switchover young people, elderly, disadvantaged consumer confidence in e-commerce