Review article
What is Media Literacy?
Maja Žitinski
; Sveučilište u Dubrovniku, Dubrovnik, Hrvatska
Abstract
Most journalists look upon the world as merely a place in which to uncover a news story. Though they may be aware of the daily demands of their job, they must realize that a message concerning the truth of the matter from the opposite angle will not be successfully conveyed if a “win - lose” communication style is allowed to surface. The battle with the “win - lose” style does not mean that we must suppress our differences. On the contrary, to hold the reader in esteem is to wish to offer him something of value, to inform and protect him, to accept responsibility for all that the reader will assimilate through what he has read. The specific manner in which the media shape our attitudes affects our behaviour. However, media literacy is not to be expected only of the consumer of the media message: the level of media literacy of journalists and reporters depends upon the extent to which they foster responsible citizenship (consistent with government authority). This article examines the manner in which any further judgements in this regard point precisely to the media since it is the most important factor in the definition of media literacy. It is clear that media literacy does not refer exclusively to defence mechanism terminology, the purpose of which is to shield the public from indoctrination and manipulation. Acknowledgement of the importance of media literacy reveals the extent of the public’s personal and collective power to implement its right to be informed in circumstances in which not all media have equal impact. Since megamedia control of the media has an overwhelming impact on the public, this fact implies that the quality of news coverage has declined. For this reason, the ability to organize and express ideas behind the news becomes the most important of all skills that one can possess. Hence, good journalists and commentators shall make the effort primarily not to relinquish their concern for their readers after the news story or report has been completed.
Keywords
media literacy; media reality; communicational competency; interactivity; defensive purpose; proactive purpose
Hrčak ID:
37272
URI
Publication date:
9.6.2009.
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