1. A European approach to MEDIA LITERACY A Commission’s Communication Matteo ZACCHETTI – EUROPEAN COMMISSION DG Information Society and Media Unit A2 MEDIA programme and media literacy

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

3. Why Media Literacy? Without image, thinking is impossible – Aristotle A democratic civilisation will save itself only if it makes the language of image into a stimulus for critical reflection, not an invitation to hypnosis - Umberto Eco

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

5. Media Literacy may be defined as… The ability to: Access Understand and critically evaluate Create and communicate

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

7. Communication focuses on three areas Commercial Communication Audiovisual works Online environment

8. Policy objectives Awareness and promotion of good practices AV authorities to promote media literacy levels Promote research into assessment criteria

9. ML Communication – Inter-institutional life -Council Conclusions -Opinion of Committee of Regions – -EP – “Prets” Report on media literacy

10. And in 2009 ? -Study on assessment criteria for media literacy levels -Recommendation ?

11. Media Literacy Old George Orwell was wrong. Big brother isn't watching. He's singing and dancing. He's pulling rabbits out of a hat. Big brother is busy holding your attention every moment you are awake. Chuck Palahniuk

12. Contacts Matteo ZACCHETTI European Commission - DG Information Society and Media MEDIA programme and Media Literacy unit matteo.zacchetti@ec.europa.eu http://ec.europa.eu/comm/avpolicy/media_literacy/index_en. htm