EAVI Studies on Media Literacy in Europe

It is predicted that media, in all its forms, will grow between ten and one hundred times its current volume over the next decade. Therefore, over time the three basic literacy skills of reading, writing and arithmetic will no longer be sufficient. People are also increasingly required to develop advanced skills in critical thinking, in order to decode the messages delivered by media. This type of new literacy is called media literacy (ML). The article presents a brief description of the results of wide comparative studies covering all 27 European Union Member States, conducted by the author in consortium with other partners for the European Commission. The results served as a basis to draw up future scenarios and perspectives for media literacy in Europe, outline emerging trends, and propose international expert recommendations which indicate priorities to develop new, concrete initiatives. The European Association for Viewers’ Interests (EAVI) studies are some of the most comprehensive across Europe to date in terms of their purpose and scope. They highlight that the ultimate focus of media literacy is the development of individual critical understanding and the acquisition of skills sufficient to participate in social and political life, fostering active citizenship and a full democracy.