1. Media Literacy in Serbia: ex-challenges and/or contemporary “lessons”

2. (1984-1990) Institute for Development of Education (1990-1994) Ministry of Education (1994-2005) Faculty for Education (1998- ) Media Focus (2002- ) Fund for Media Arts - SMArts (2009- ) Clio (2005- ) Academy of Arts (2007- ) Faculty for Visual Arts

3. Media Education (ME) Contemporary world has introduced media education more than quarter of a century ago UNESCO’S Declaration on Media Education (1982) Learning about media is natural part of each educational level including non-formal experiences and knowledge, their articulation and classification, all the way to developing system of their elaboration and implementation through the official educational network

4. Media Literacy (ML) ML is the very result of ME process ML includes identification of essential cognitive structures within each individual for himself establish the concrete model of behavior, as well as his own attitude towards values ML is the integral part of culture

5. Media Literacy IS NOT professional education in and/or for media production the curricula, neither whatever syllabus of teaching/learning media technologies use (i.e. application) in educational processes

6. Media Literacy Goals: Introduction to understanding and accepting mass communication as the integral part of general culture Familiarization with media informative, educational and distractive functions Acquiring elementary knowledge on phenomena, development, languages and aesthetics of media Training for selective and critical reception, evaluation and adoption of media messages, through analytical approach and creative expression in media Acquisition of competences relevant for placing media contents into one’s own system of values

7. Media Literacy Outcomes: Selective and critical consumption of media products Mass audience (tastes) refined Art communication within mass culture

8. Media Literacy Areas of knowledge and understanding: WHO is communicating and why? – Media Agencies WHAT TYPE of text is it? – Media Categories HOW is it produced? – Media Technologies HOW do we know what it means? – Media Languages WHO receives it, and what sense do they make of it? – Media Audiences How does it PRESENT its subject? – Media Aesthetics British Film Institute (1989)

9. Serbian Experience: first and last  steps Pre-school education only as part of a few research projects (experimentally introduced) Primary school (1985-1990) Film and TV culture (6-8 per year, language and literature) (1990-2001) expelled (2002- ) Media culture – Language and Communication (outcomes) Secondary schools (1978-1988) only as professional education

10. Serbian Experience: first and last  steps Universities FACULTIES FOR EDUCATION – 1993: Mass Communication (art of media), 1994: Film and TV Culture (aesthetics of visual arts), 2005: Media Literacy (methodical and pedagogical discourse); 2005- : mainly from the sociological point of view  FACULTY OF PHILOSOPHY (UBG) – Media and Education FACULTY OF PHILOSOPHY (UNS) – Communication, Sociology of Communication, Sports and Media FACULTY OF PHYLOLOGY AND ARTS (UKG) – Film and Literature, Culture Anthropology (Arts, Mythology, Technologies and Communication)

11. Serbian Experience: first and last  steps “Out of school” Media Focus – supported by UNESCO (2000), Ministry for Culture RS (2000), Ministry for Education RS (2002), FOS (2003) – on-line courses on Media Literacy (primary & secondary schools’ teachers) Faculty for Education (UBG) – supported by Ministry for Science RS (2002-2005) – Creating Centre for Media Research and Distance Learning Development – e-network authors’ campaign for sophisticated attitude towards moving pictures media SMArts – supported by FOS (2006/7) – on-line courses on Arts of Moving Pictures (primary schools’ teachers) (Professional) In-training – authorized by Ministry for Education RS (2008) – workshops in Journalism (secondary schools’ teachers) CLIO – Internest (2009/10) – media education for Multimedia Design of Various Teaching/Learning Issues (secondary schools’ pupils)

12. THANX