LASICS .::. Open Conference Systems, IAMCR 2010: Communication and Citizenship

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A NEW MODEL FOR MEASURING THE MEDIA LITERACY SKILLS, THE EUROPEAN PERSPECTIVE

José Manuel Pérez-Tornero, María Oralia Paredes-Sánchez, Santiago Giraldo-Luque, Nùria Simelio

Last modified: 2010-06-01

Abstract


 

For over a decade, the European Commission has recognized the importance of media literacy as a central component in national agendas and the European agenda itself. Therefore, and in order to have a tool to establish the status of ML in Europe (according to the Audiovisual Media Service Directive, in 2011 each Member State shall submit a report that includes our own levels of ML) EC requested the establishment of a model to assess the levels of media literacy of Europeans. This paper deal with the new analysis model built to assess the levels of media literacy and media in Europe and presents the preliminary results of its implementation in the 27 EU Member States. Based on a conceptual framework that provides the dynamism and complexity of the phenomenon of media literacy (which includes and complements digital and computer literacy), the assessment tool includes a series of indicators (which measure the use, the critical competencies and creative and communicative abilities, such as citizen participation skills) deemed necessary to determine the levels of media literacy in each country. The proposed assessment model considers two fundamental dimensions: The first one includes individual skills, from technical abilities of individuals to access and use resource to those cognitive skills necessary to process and question the information, or to generate and communicate those messages through ICT. The second dimension refers to the contextual factors that facilitate or inhibit the development of individual skills (availability of resources and technology, as well as the legal, social, educational affecting how individuals use the media). The work breaks each of these broad dimensions into its various components and indicators assigned to each specific value on an algorithm that, by integrating all data will provide information that give an overview of the levels of media literacy. The final part of the research described the first results of the sample obtained from statistical data from those existing indicators. The proposed analysis allows establish a correlation between the variables studied, and propose a qualitative assessment with the participation of international experts, evaluating the state of media literacy in their country.


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