Sažetak As part of the wider phenomenon of mass-media culture, (video)media literacy is placed within the context of the various skills of »reading« which people, surrounded by (video)media and exposed to constant, dynamic and accelerative changes, should master. The necessity and imperative to make people (video)media literate follows, first and foremost, from the numerous unfavourable consequences of the manipulative powers of the (video)media in the life of the people of today: (video)media addiction, informational pollution and disorientation in the flood of information, the partialisation of consciousness and disorientation, the diminishing of our ability to focus our attention, the weakening of our empathy and our getting used to the pain and suffering of others, the eradication of authentic cultures, languages and skills, excessive consumption and the increasing global destruction of the environment, etc.
The author demonstrates some of the strategies of (video)media manipulation, and reflects upon the attempts, possibilities, difficulties and barriers of the systematic development of (video)media literacy and the skill of »reading« the (video)media. Who, how and with what chances of success will manage this extensive task remains
an open question.