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

2. Robin Blake
Manager Media Literacy, Ofcom

3. 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.

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

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

6. 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.

7. 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

8. 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

9. 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

10. 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

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