1. A European approach to MEDIA LITERACY A Commission’s Communication Niels B. BEKKHUS Unit MEDIA and Media Literacy Directorate Audiovisual, Media, Internet DG Information Society and Media – European Commission Paris, 30 June 2008

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? The media change The media consumption and use change The challenges change

4. Media Literacy: the ability to… Access Understand and critically evaluate Create and communicate

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

6. The Communication focuses on three areas Commercial Communication Audiovisual works Online environment

7. Media Literacy for advertisement Young people: tools for critical approach Raise awareness and knowledge about measures and codes of conduct Encourage public/private financing

8. Media Literacy for audiovisual works European film heritage Increase interest in European films Audiovisual production and creativity skills The importance of copyright

9. Media Literacy for online Digital creativity and production skills Awareness of copyright issues Awareness about search engines Information society: everyone’s benefit!

10. Policy objectives Exchange of good practices Promotion of media literacy Promote research into assessment criteria

11. Next steps Council Conclusions Parliament will probably push the issue Opinion from Committee of the Regions

12. The Communication on Media Literacy The Communication: http://ec.europa.eu/avpolicy/media_literacy/docs/com/en.pdf: Media literacy on the Commission website: http://ec.europa.eu/avpolicy/media_literacy/index_en.htm

13. Niels B. BEKKHUS niels.bekkhus@ec.europa.eu European Commission DG Information Society and Media Directorate A - Audiovisual, Media, Internet