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Summary

1. This statement sets out the conclusions of the consultation of Ofcom (the Office of Communications) in relation to the promotion of media literacy. Ofcom is publishing this statement as a result of a consultation into its proposed strategy and priorities for the promotion of media literacy that was launched in June 2004. The consultation arose as a result of the new duty placed on Ofcom arising from Section 11 of the Communications Act (2003). (See Annex B).

2. There is no single agreed definition of media literacy. As a result of the consultation Ofcom will use the definition: ‘Media literacy is the ability to access, understand and create communications in a variety of contexts’.

3. In an increasingly converged communications world, people face greater media choice. Changes in technology mean that parents may have to take more responsibility for what they and their children see and hear on screen and online. Media literacy will provide some of the tools they need to make full use of the opportunities offered, to manage their expectations and to protect themselves and their families from the risks involved. Through confident use of communications technologies people will gain a better understanding of the world around them and be better able to engage with it.

4. We will work with stakeholders to help focus on the present and future media literacy needs of all members of society. There are many stakeholders who have a key role to play in the promotion of media literacy skills, knowledge and understanding in both adults and children. These include content producers, broadcasters, platform and network providers, educators, government departments, parents, children’s charities and other organisations. Our principal role will be to provide leadership and leverage to promote media literacy.

5. Three key strands of work will be the focus of Ofcom’s early work to promote media literacy in the UK. These are:

6. Research. An evidence base of research is key to the success of our early work and in defining future priorities for Ofcom and stakeholders. Research will drive our agenda for action. It will help us identify the issues, direct activity and inform progress towards achieving our goals. We will carry out a wide-ranging research programme to investigate emerging media literacy issues, current levels of media literacy and to establish a tracking study.

7. Connecting, Partnering & Signposting. We intend to put media literacy clearly on the agenda of all stakeholders. We will proactively seek opportunities to stimulate debate at conferences and events. We will originate and contribute to the work of others to raise awareness and stimulate debate of important media literacy issues throughout the UK and in Europe. We also aim to add value to existing media literacy activity, stimulate new work, and promote and direct people to advice and guidance on new communications technologies. Ofcom will offer seed-corn funding to support projects that align with our priorities, where a clear need has been established and the project would not proceed without Ofcom’s support. Ofcom will use part of its website to direct people to relevant information on media literacy issues.

8. Labelling. To make informed choices viewers and listeners need clear, accurate and timely information about the nature of content. Our prime concern in suggesting a common labelling framework is to ensure consistency in the presentation of information related to possible harm and offence, in particular to help protect young and vulnerable people from inappropriate material. Ofcom recognises the concerns raised by some stakeholders about the best way to inform viewers about the nature of content. Ofcom will, therefore, invite key stakeholders to constitute a working group to investigate how viewers prefer to receive information about challenging content, particularly in homes with digital television.

• Ofcom's Strategy and Priorities for the Promotion of Media Literacy - A statement [pdf]
  Full print version
• Media Literacy Plain English Statement [pdf]
• Annex B, Supporting document: - Section 11 Communications Act (2003)
• Section 2, Supporting Document: - Introduction and definition of media literacy
• Section 3, Supporting Documents: - Our approach
• Section 4 Suporting document: - Research
• Section 5, Supporting document: - Connecting, Partnering & Signposting
• Section 6, Supporting Document: - Common labelling of audiovisual materials
• Section 7, Supporting document - Other issues raised in the consultation
• Annex A, Suporting Document: - Respondents to the Consultation

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