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Original scientific paper

The Role of the Audience within Media Governance: The Neglected Dimension of Media Literacy

Uwe Hasebrink ; Hans-Bredow-Institute, University of Hamburg, Hamburg, Germany

Fulltext: english, pdf (359 KB) pages 58-72 downloads: 2.123* cite
APA 6th Edition
Hasebrink, U. (2012). The Role of the Audience within Media Governance: The Neglected Dimension of Media Literacy. Medijske studije, 3 (6), 58-72. Retrieved from https://hrcak.srce.hr/96365
MLA 8th Edition
Hasebrink, Uwe. "The Role of the Audience within Media Governance: The Neglected Dimension of Media Literacy." Medijske studije, vol. 3, no. 6, 2012, pp. 58-72. https://hrcak.srce.hr/96365. Accessed 28 May 2020.
Chicago 17th Edition
Hasebrink, Uwe. "The Role of the Audience within Media Governance: The Neglected Dimension of Media Literacy." Medijske studije 3, no. 6 (2012): 58-72. https://hrcak.srce.hr/96365
Harvard
Hasebrink, U. (2012). 'The Role of the Audience within Media Governance: The Neglected Dimension of Media Literacy', Medijske studije, 3(6), pp. 58-72. Available at: https://hrcak.srce.hr/96365 (Accessed 28 May 2020)
Vancouver
Hasebrink U. The Role of the Audience within Media Governance: The Neglected Dimension of Media Literacy. Medijske studije [Internet]. 2012 [cited 2020 May 28];3(6):58-72. Available from: https://hrcak.srce.hr/96365
IEEE
U. Hasebrink, "The Role of the Audience within Media Governance: The Neglected Dimension of Media Literacy", Medijske studije, vol.3, no. 6, pp. 58-72, 2012. [Online]. Available: https://hrcak.srce.hr/96365. [Accessed: 28 May 2020]

Abstracts
Conceptualisations of media literacy often include the dimension of the media users’ participation in media regulation or, more general, media governance. In doing so the expectation is stressed, that beyond the ability to participate in media-related communicative practices, literacy would also mean that media users engage in forming the technical, political, and economic conditions for communication processes. However, this aspect seems to be widely neglected when it comes to empirical research on patterns and levels of media literacy. As a consequence, talking about media users as actors of media governance sounds unfamiliar and somehow strange: Media politics and media regulation are rather done for media users and their interests – or sometimes rather against their interests – but almost never by media users. This article proposes a conceptual clarification of the potential roles of the audience and discusses them with regard to concrete instruments that could help to strengthen this aspect of media literacy and thus the role of audiences in media governance.

Keywords
audience participation; media governance; media literacy; citizenship

Hrčak ID: 96365

URI
https://hrcak.srce.hr/96365

[croatian]

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