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From Literacy to Skills Discussing Media Education and Its Goals

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Oggolder C., Krakovsky C.
Media Literacy and Academic Research
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2023
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vol. 6
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issue 2
55-63
EN
Digital media and accompanying forms of communication also affect risks and opportunities regarding media-related competencies. Since a broad basis of knowledge is required to understand the increasingly complex contexts in both mediatized and interpersonal communication, media literacy and media education must be considered crucial to meet these current challenges. However, media education is noticeably limited to digital skills aimed at preparing citizens primarily for the world of work. Understanding media literacy in this way means degrading the acquirement of competencies for democratic participation and debate to a mere nice-to-have. This paper aims to critically discuss the ongoing move of media literacy education and programs toward acquiring digital skills primarily. Therefore, we assessed Austrian governmental decrees and curricula in terms of their focus on both the promotion of citizens’ employability and media education concerning democratic participation and deliberative communication. In addition, we conducted interviews with two leading Austrian experts in media education to gain insights from different perspectives.
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Media Literacy Policy for Unknown Media Audiences

51%
Rožukalne A., Skulte I., Avădani I., Lupu C., Oggolder C., Stakle A., Gálik S., Vrabec N., Metanova L., Velinova N.
Media Literacy and Academic Research
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2023
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vol. 6
|
issue 2
101-125
EN
Media literacy target audiences are an important part of media policy. Other national media policy objectives, such as quality and responsibility of the mass media, safety, and sustainability of the media environment, are also related to society’s media literacy. Aligning policy measures with the changing challenges of modern media use is not an easy task. Without systematic research, policy makers lack an in-depth understanding of the needs of media users and cannot be accurate in providing support mechanisms. By adopting a mediatization framework, this study seeks to dissect the symbiotic relationship between media and society within a mediatized context, paying particular attention to how media logic intertwines with various social subsystems and influences the trajectory of media policy development, specifically in the realm of media literacy. Drawing upon bibliographic data from the Mediadelcom project and conducting a meticulous content analysis of national media policy documents, we critically evaluate the media literacy policies in Austria, Bulgaria, Latvia, Romania, and Slovakia. The study aims to underscore how an overreliance on media logic and negligence of audience needs thwarts the efficacy of media literacy policies, ultimately hindering their capacity to fulfil their intended objectives. This research endeavours to illuminate these dynamics, providing valuable insights and recommendations for policymakers striving to enhance media literacy and foster a more informed, responsible, and resilient media landscape.
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