A European approach to MEDIA LITERACY A Commission’s Communication Niels B. BEKKHUS Unit MEDIA and Media Literacy Directorate Audiovisual, Media, Internet.

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Presentation transcript:

A European approach to MEDIA LITERACY A Commission’s Communication Niels B. BEKKHUS Unit MEDIA and Media Literacy Directorate Audiovisual, Media, Internet DG Information Society and Media – European Commission Paris, 30 June 2008

Context and background Adopted on 20/12/07 Work started in 2006 Respect of the subsidiarity principle Completing EU AV policy under i2010

Why Media Literacy? The media change The media consumption and use change The challenges change

Media Literacy: the ability to… Access Understand and critically evaluate Create and communicate

Media Literacy relates to… All media Citizenship, freedom, rights and democracy Audiovisual heritage and cultural identity Empowerment of citizens

The Communication focuses on three areas Commercial Communication Audiovisual works Online environment

Media Literacy for advertisement Young people: tools for critical approach Raise awareness and knowledge about measures and codes of conduct Encourage public/private financing

Media Literacy for audiovisual works European film heritage Increase interest in European films Audiovisual production and creativity skills The importance of copyright

Media Literacy for online Digital creativity and production skills Awareness of copyright issues Awareness about search engines Information society: everyone’s benefit!

Policy objectives Exchange of good practices Promotion of media literacy Promote research into assessment criteria

Next steps Council Conclusions Parliament will probably push the issue Opinion from Committee of the Regions

The Communication on Media Literacy The Communication: Media literacy on the Commission website:

Niels B. BEKKHUS European Commission DG Information Society and Media Directorate A - Audiovisual, Media, Internet