Purpose Of Media Literacy

Media is a great part of our daily lives. The span of its influence is enormous and continuously growing. It is of great concern that most of the information acquired nowadays are acquired from the media, television, radio, internet, newspaper, magazines which are bombarded by numerous influences in the form of ads, concept, story flow, trends, fashion which may greatly affect young developing minds that is why the clamor for media literacy should be heard. Media literacy does not negate nor condemn media but instead it wants to develop skills that would be able to critically understand media, its nature, and its purpose. To be able to come up with different perspectives not just that of the media presented and generate their own idea and think

UNESCO also came up with the Grünwald Declaration of 1982, a declaration which recognizes the need for educational systems to promote critical understanding of this phenomenon, the media. The Grünwald Declaration of 1982 recognized the need for political and educational systems to promote citizens’ critical understanding of “the phenomena of communication” and their participation in media.(Grunwald Declaration on Media Education, 1982) Retrieved from

initiate and support comprehensive media education programs - from pre-school to university level, and in adult education - the purpose of which is to develop the knowledge, skills and attitudes which will encourage the growth of critical awareness and, consequently, of greater competence among the users of electronic and print media. Ideally, such programs should include the analysis of media products, the use of media as means of creative expression, and effective use of and participation in available media channels;

2. develop training courses for teachers and intermediaries both to increase their knowledge and understanding of the media and train them in appropriate teaching methods, which would take into account the already considerable but fragmented acquaintance with media already possessed by many students;

3. stimulate research and development activities for the benefit of media education, from such domains as psychology, sociology, and communication science;

4. support and strengthen the actions undertaken or envisaged by UNESCO and which aim at encouraging international co-operation in media