1. ©Ofcom1 Opportunities and challenges ahead? Paul Moore – Content Board member for Northern Ireland

2. ©Ofcom2 How did we get here? Concerns about ‘the media’ are not new New technologies present further opportunities but also risks The Communications Act 2003 (Section 11) What is Media Literacy?

3. ©Ofcom3 What is Media Literacy? It is an umbrella term covering a set of skills, knowledge and understanding of the media and communications technology - i.e. media savvy. It is an expert term. While there are several definitions of Media Literacy, the purposes and competences of Media Literacy, and our priorities, are more useful to refer to than the definition itself. Skills Knowledge Understanding Media Literacy

4. ©Ofcom4 What is media literacy? (Our definition) ‘The ability to access, understand and create communications in a variety of contexts’ Access Use Navigate Manage Understand Read Deconstruct Evaluate Create Produce Distribute Publish What is Media Literacy?

5. ©Ofcom5 What does this mean in practice? DefinitionExample Competences Access Use Navigate Manage Evaluate and use technology Use an EPG and web browser Access, store, retrieve content and services Search effectively and safely Customise applications Use firewalls and filters Understand Read Deconstruct Evaluate Recognise editorial, advertising & sponsorship Understand media contexts and motivations Critique – i.e. have a view on quality and provenance of material Make informed choices CreateProduce Distribute Publish Use technology to communicate ideas, information and opinions Contribute to the democratic process using electronic media Post and transact online Use media responsibly

6. ©Ofcom6 What is the purpose of media literacy? Informed consumers Active citizens To help produce... What is Media Literacy?

7. ©Ofcom7 The media literacy spectrum: why ensure people can access, understand and create communications? Protection Empowerment Culture Why is media literacy important?

8. ©Ofcom8 1.Who created this message? 2.What creative techniques are used to attract my attention? 3.How might different people understand this message differently than me? 4.What values, lifestyles and points of view are represented in, or omitted from, this message? 5.Why is this message being sent? From Centre for Media Literacy Five key questions An example…

9. ©Ofcom9 1.Who created this message? 2.What creative techniques are used to attract my attention? 3.How might different people understand this message differently than me? 4.What values, lifestyles and points of view are represented in, or omitted from, this message? 5.Why is this message being sent? From Centre for Media Literacy Who are they, who has editorial/financial control, what is their political or cultural background? Images, voice over, music, lighting, camera angle, narrative Cultural context, political inclination, language, education, ethnicity Western, commercial, religious, political Motivation, What do they want? Money, influence, support, actions Five key questions

10. ©Ofcom10 (1) It shall be the duty of OFCOM to take such steps, and to enter into such arrangements, as appear to them calculated- (a) to bring about, or to encourage others to bring about, a better public understanding of the nature and characteristics of material published by means of the electronic media; (b) to bring about, or to encourage others to bring about, a better public awareness and understanding of the processes by which such material is selected, or made available, for publication by such means; (c) to bring about, or to encourage others to bring about, the development of a better public awareness of the available systems by which access to material published by means of the electronic media is or can be regulated; (d) to bring about, or to encourage others to bring about, the development of a better public awareness of the available systems by which persons to whom such material is made available may control what is received and of the uses to which such systems may be put; and (e) to encourage the development and use of technologies and systems for regulating access to such material, and for facilitating control over what material is received, that are both effective and easy to use. (2) In this section, references to the publication of anything by means of the electronic media are references to its being- (a) broadcast so as to be available for reception by members of the public or of a section of the public; or (b) distributed by means of an electronic communications network to members of the public or of a section of the public. The Communications Act 2003

11. ©Ofcom11 How we ‘do’ media literacy Our role is to provide leadership and leverage Achieve our objectives through partnerships

12. ©Ofcom12 Our strategy: consulted on and set out in our autumn 2004 statement Three key strands Research Connecting, partnering and signposting Labelling (content information) The Content Board subsequently approved a fourth strand - ‘embedding media literacy across Ofcom’

13. ©Ofcom13 Media Literacy Audit Research

14. ©Ofcom14 Connecting, Partnering & Signposting

15. ©Ofcom15 Connecting, Partnering & Signposting

16. ©Ofcom16 Media Smart

17. ©Ofcom17 Media Smart Launched in UK in 2002 Media literacy programme, focused on advertising Classroom materials for 6 – 11 year olds Broadcast advertising Website

18. ©Ofcom18 Media Smart UK supporters Media Smart

19. ©Ofcom19 Connecting, Partnering & Signposting

20. ©Ofcom20 Content information

21. ©Ofcom21 Content management Kite marked Internet Access Control software: includes verified means to prohibit access to internet-based content that is not suitable or desirable for youngsters has the means through which parents can prohibit communications via internet-based services that parents deem are not suitable or desirable - for example instant messaging or file-sharing sites can prevent unauthorised users from changing or disabling the access control system. It must also show it can remain up to date (within the terms of any licensing or subscription requirements). will be easy to install, configure and be easy to use and update. Is accompanied by an easy way for users to get support

22. ©Ofcom22 The promotion of: Content management eg Kitemark and PINs Content information eg labelling Critical awareness – understanding media messages Research Partnerships Education and information Paying particular attention to the following gaps: older people – access and understanding younger people – understanding (critical awareness) parents – access (content management tools e.g. filters) Priorities for the future

23. ©Ofcom23 496 1816 495 437 Including Minority ethnic groups Groups with a disability Older people Nations and regions A total of over 3,200 interviews Who did we speak to? Media Literacy Audit - Adults

24. ©Ofcom24 355 523 322 336 Over 1500 children Over 1500 parents Who did we speak to? Media Literacy Audit - Children

25. ©Ofcom25 Usage levels and types of usage Preferences for types of media Extent and types of concern Competence in using content controls Knowledge of how TV is funded Trust in types of TV programme Trust in and checks made of internet sites Attitudes to media Attitudes to learning about media Amount of and interest in content creation Levels and types of interaction 4 main platforms – 3 types of literacy – AccessCreateUnderstand TVRadio MobileInternet Scope of the Audit Games plus

26. ©Ofcom26 Across all platforms Confidence Digital TV users in Scotland are more likely to say they are confident about using it Those in Wales are more confident about the internet, and those in Northern Ireland more confident about mobile phone tasks Knowledge of funding and regulation Across all four platforms, people in England have the highest levels of knowledge of funding and regulation, and those in the South West, Wales and Northern Ireland among the lowest Trust Respondents in Northern Ireland are less likely to trust TV news outlets, and more likely to trust newspapers, as are those in the West Midlands

27. ©Ofcom27 Low income (aged under 65) Rural Any disability (aged under 65) Breadth of usage Minority ethnic group Aged 65 plus Aged 16 to 24 TrustFunding/ regulation ConcernCompetenceVolume of usage Aware of features of interest Interest in features Media literacy is particularly related to age