1. The Role of Media Literacy in the Governance Reform Agenda
by: Johanna Martinsson
MAY 2009
The World Bank
Prepared by: Doaa Mohamed Fathallah Rady

2. Outline Introduction What is Media Literacy?
Why Media Literacy is Important?
Media Literacy and Good Governance
Current Thinking and Practices in Media Literacy
Recommendations

3. Introduction
A fundamental principle of the governance reform agenda is to build more effective and responsive states accountable to their citizens; free, and independent media systems can play a crucial role in this process.
Citizens must obtain the critical abilities and necessary communicative skills to participate actively in a democratic public sphere.

4. Introduction
Media literacy skills can help citizens to be active stakeholders in governance reforms.
Paper purpose:
This paper argues that media literacy, therefore, plays a crucial role in the governance reform agenda.

5. What is Media Literacy?
There is no universal definition.
But there is a common one states that:
Media Literacy is the ability to access, analyze, evaluate, and create media content.
Access is defined as both physical access and the ability to use different forms of media.

6. What is Media Literacy?
Analysis and evaluation mean “the ability to seek, locate, and select information to suit the individual needs,” and “to evaluate the information according to parameters, such as truthfulness, honesty, interests of the broadcaster, etc.”
Creating media is the production and distribution of media content.

7. Media literacy skills involve critical thinking, problem solving, personal autonomy, and social and communicativ e skills.
Source: European Commission. (2007). Current trends and approaches to media literacy in Europe. Retrieved from

8. Why Media Literacy is important?
Research on media literacy in Western societies suggests that “an individual who has knowledge of the media will more easily acquire a well-founded opinion on societal issues/events and, thereby, will be better equipped to express his/her opinion.”
Media literacy is a contributing factor to “participation, active citizenship, competence development and lifelong learning.

9. Why Media Literacy is important?
Today, we witness a fast global progression of popular social networking tools, promoting user-generated content, including uploading videos; blogging about interests and current affairs; and engaging in citizen journalism and online discussions.
Literacies for Active Citizenship
Due to new technologies, there are new challenges such as unfiltered information, misinformation, copyright issues, and users engaging in unhealthy habits.

10. Why Media Literacy is important?
Literacies for Active Citizenship (Cont.)
Consequently, media literacy is important for all citizens:
To become critical consumers of information
To contribute to public discourse effectively.
To protect themselves and others from harmful content.

11. Media Literacy and Good Governance
There are some limitations that prevent citizens from acquiring an adequate understanding of how current affairs affect their lives.
These limitations such as state control of news media, lack of journalistic standards that may contribute to political bias, lack of media literacy…etc.

12. Media Literacy and Good Governance
To overcome these weaknesses in media systems:
Citizens ought to have a good understanding of the news media to challenge faulty media structures, as well as to acquire skills to sort information for reliability and accuracy.
Citizens should understand and appreciate the value of the media, as well as the value of freedom of expression and freedom of information.

13. Media Literacy and Good Governance
Opportunities of New Media
Media literacy can strengthen the public interest to improve socio-political conditions, enable citizens to participate actively in public discussions and deliberations to affect change, and empower citizens to fulfill their rights and obligations.
It also contributes to the governance reform agenda by identifying corruption and demanding transparency and accountability.

14. Media Literacy and Good Governance
Opportunities of New Media (cont.)
Even in state controlled environments citizens are turning away from the state media and starting to follow bloggers for information about political affairs.
In crises, the news media relied on local bloggers to provide information on events happening on the ground. For example, CNN’s iReport is set up to let citizens upload videos and photos of events that could be news stories or could strengthen current stories.

15. Current Thinking and Practices in Media Literacy
In the UNESCO’s International Symposium on Media Education in 1982, 19 nations agreed upon the following statement:
“Rather than condemn or endorse the undoubted power of the media, we need to accept their significant impact and penetration throughout the world as an established fact, and also appreciate their importance as an element of culture in today’s world. The role of communication and media in the process of development should not be underestimated, nor the function of media as instruments for the citizen’s active participation in society. Political and educational systems need to recognize their obligations to promote in their citizens a critical understanding of the phenomena of communication.” (Grunwald Declaration)

16. Current Thinking and Practices in Media Literacy
Challenges face Media education & media literacy:
Overcrowded curriculums and lack of resources to train teachers
Lack of coordination and priorities from governing bodies
Lack of a general conceptual framework and theoretical models
Attitudes of teachers themselves who may have a limited understanding of the importance of media education.

17. Current Thinking and Practices in Media Literacy
Examples of organizations that are doing researches and conferences about Media education & media literacy:
UNESCO
The European Union
The Center for International Media Assistance (CIMA)
The Center for Media Literacy (CML)

18. Current Thinking and Practices in Media Literacy
In sum, Media literacy deserves priority and acceptance as a critical component for a healthy democratic public sphere. Hence, creating a strong mandate through a multi- stakeholder approach is necessary to affect policy change and to extend research programs, demonstrating clearly the linkages among media literacy, citizen action, and good governance.

19. Recommendations
The goal of the following recommendations is to strengthen the public sphere by developing critical media literacy skills of citizens.
The paper recommended 5 main recommendations and mentioned the possible action steps for each one.

20. Monitoring accuracy and balance in news stories.
Recommendations
Support Media Watchdog Groups/Media Observatories
Promote the Role of News Ombudsmen
Monitoring accuracy and balance in news stories.
Build Media Literacy Skills through Mobilization, Public Forums, and Debate
Promote Media Literacy as an Essential Element in Media Development Programs
Support Research on Linkages among Media Literacy, Citizen Action, and Good Governance

21. Recommendations 1) Support Media Watchdog Groups/Media Observatories
Possible Action Steps
• Promote media monitoring projects and networks to the larger development community.
• Encourage monitoring and steer the focus toward issues on the governance reform agenda.
• Publish and promote media monitoring results to increase awareness and educate citizens about current media processes and practices.

22. Monitoring accuracy and balance in news stories.
Recommendations
2) Promote the Role of News Ombudsmen
Monitoring accuracy and balance in news stories.
Possible Action Steps
• Build awareness about the role of news ombudsmen and how they can help strengthen accountability.
• Encourage citizens to utilize the news ombudsmen function by actively providing feedback.
• Encourage and support forums for the news ombudsmen to educate citizens about media practices.

23. Recommendations
3) Build Media Literacy Skills through Mobilization, Public Forums, and Debate
Possible Action Steps
• Promote public forums to encourage dialogue among different actors, including regulatory authorities, associations, educators, citizens, and media professionals.
• Encourage other actors in the public sphere, such as regulatory authorities and associations, to heighten public awareness about media literacy, laws, and regulations.

24. Recommendations
3) Build Media Literacy Skills through Mobilization, Public Forums, and Debate (Cont.)
Possible Action Steps
• Involve citizens in discussions about codes of conduct to raise awareness and to ensure that codes are followed.
• Build capacity of civil society organizations on media literacy.
• Encourage joint citizen/media projects, such as investigating reporting.
• Publish forum discussions and make them accessible to the public.

25. Recommendations
4) Promote Media Literacy as an Essential Element in Media Development Programs
Possible Action Steps
• Heighten awareness about the crucial role media literacy plays in development practice through seminars, knowledge products, and other collaborative efforts among development practitioners.
• Support activities to educate citizens about laws and benefits of a free, plural, and independent media system.
• Encourage knowledge sharing and cooperation among development practitioners on media literacy initiatives.

26. Recommendations
5) Support Research on Linkages among Media Literacy, Citizen Action, and Good Governance
Possible Action Steps
• Support research activities, including workshops, to discuss and share good practice and identify knowledge gaps for further research.
• Encourage cooperation between academia and development practitioners to establish linkages among media literacy, good governance, and citizen activism.
• Support activities to measure impact of current media literacy initiatives in media development projects.