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53. We aim to add value to existing media literacy activity, stimulate new work and promote and direct people to advice and guidance concerning new communications technologies. In this strand of work Ofcom can have an immediate impact in raising the profile of media literacy and putting the issues firmly on stakeholders’ agendas.

Connecting

54. Ofcom’s key role in this area will be to bring interested parties together to maximise their efforts to promote media literacy.

55. There are many projects and initiatives in education and elsewhere that add to our understanding of media literacy particularly in relation to critical viewing and content production. Ofcom will promote these initiatives and encourage collaborative working in this area.

56. For example, teachers report difficulty gaining access and rights to use appropriate visual materials to support their media literacy teaching. Ofcom is in a position to explore with a range of stakeholders effective ways of making resources available for education.

Partnering

57. Ofcom will be in a position to join in partnership with other stakeholders on a range of projects that address unmet needs identified by research.

58. In particular, we will seek to support initiatives to encourage the elderly and the socially or physically disadvantaged to gain experience of new communications technologies.

Signposting

59. The media literacy landscape is wide and people do not always know the range of activity going on or where to find it. We will help raise the profile of existing initiatives.

60. Ofcom will also direct people to advice and guidance on a range of issues related to communications technologies.

61. For instance, research^(-2-) suggests that despite the availability of high quality information related to internet safety, parents still remain largely unaware of how to manage their children’s experiences online. Ofcom will encourage stakeholders to provide advice and guidance to their customers on matters of safety and best practice.

62. In the consultation we said that Ofcom will encourage the creation of a portal, or use part of its website to facilitate this strand of work.

Responses to the consultation

63. There was wide support for this strand of work. Several offers of partnership have already been made and more arose during the consultation (ranging from Media Smart to Learndirect).

64. BSkyB suggests that only after research into the current state of media literacy in the UK and a review of activity being undertaken by stakeholders should Ofcom take action in this area.

Ofcom’s response

65. We intend to put media literacy firmly on the agenda of all stakeholders. We will originate initiatives 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 will proactively seek opportunities to generate debate by stakeholders including at conferences and events.

66. In May 2005 we will work closely with the National Institute of Adult Continuing Education (NIACE) and its partners in Adult Learners Week (ALW). Media literacy will be a central theme during the week. In the run up to ALW we will support a number of activities to raise awareness of media literacy including a series of workshops to be run throughout England and Wales.

67. The UK assumes the Presidency of the EU in the second half of 2005. Ofcom is in discussions with DCMS on a joint initiative during the Presidency to highlight the importance of advancing media literacy across Europe in the context of updating the Television without Frontiers Directive.

68. Research suggests that one of the main barriers to people using filtering technologies to manage their family’s online activity is the perception that it is difficult to install and not ‘user-friendly’. Ofcom and the Home Office have begun work with the industry to create a British Standard for domestic filtering software. The Standard will encourage the industry to make their products more effective and easier to use. The kite mark will also help give confidence to the user and increase take-up. The Standard will be published in 2005.

69. One of the sectors of society likely to need particular help in developing greater media literacy is the older audience. Ofcom with Help the Aged is planning a series of workshops for members of the Speaking Up for Our Age forums. Forum members attending the workshops will then cascade their learning and experience throughout the membership of the 350 groups in the UK.

70. We will continue dialogue with key partners and extend the range of potential partners to all sectors of the communications industry and other relevant stakeholders. Our research will inform us about the various stakeholder initiatives in place to promote media literacy. Ofcom will lend support to maximise the impact of these initiatives.

71. Ofcom would offer seed-corn funding to support new projects where a clear need has been established and the project would not go ahead without Ofcom’s support.

72. The consultation suggested the creation of a media literacy ‘portal’, either hosted by Ofcom or partners as a means of directing people to media literacy material. We have decided in the first instance to develop this work as part of our own extensive website (www.ofcom.org.uk).

73. The portal will include the following elements:

• Information for children and parents on issues related to safe use of communications technologies;
• Consumer information, for example, information on digital television and digital radio and guidance on e-commerce;
• Information for teachers and other education professionals on media literacy; and
• Links to relevant websites and research into media literacy related issues.

74. To help further disseminate information and to raise the profile of our work in this area Ofcom might publish a media literacy e-newsletter.

Footnote

2:- Assessing Internet Content Rating and Filtering Tool Effectiveness. I2 media research and Opta, December 2003, ITC

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