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What is this consultation about?

7. This consultation sets out Ofcom’s proposals for a definition of, and outlines our priorities for promoting media literacy. We invite stakeholders and others to comment on our plans.

8. Ofcom assumed its powers under the Communications Act 2003 (the Act) on 29 December 2003. The promotion of media literacy is a new duty for Ofcom arising from Section 11 of the Act. (See Annex 4)

What is media literacy?

9. There is no single, agreed definition of media literacy.

10. There are parallels with traditional literacy; the ability to read and write text. Media literacy is the ability to ‘read’ and ‘write’ audiovisual information rather than text. At its simplest level media literacy is the ability to use a range of media and be able to understand the information received.

11. At a more advanced level it moves from merely recognising and comprehending information to the higher order critical thinking skills such as questioning, analysing and evaluating that information. This aspect of media literacy is sometimes referred to as ‘critical viewing’ or ‘critical analysis’.

12. Someone who is media literate may also be able to produce communications in electronic form, such as write emails, create web pages or video materials.

13. So media literacy is a range of skills including the ability to access, analyse, evaluate and produce communications in a variety of forms. Or put simply, the ability to operate the technology to find what you are looking for, to understand that material, to have an opinion about it and where necessary to respond to it. With these skills people will be able to exercise greater choice and be able better to protect themselves and their families from harmful or offensive materials.

14. A media literate person should be able to, for instance, use an electronic programme guide to find the programme they want to watch. They may agree or not with the views of the programme maker, or just enjoy the programme. They may also recognise that the programme maker is trying to influence them in some way. They may interact with the programme using interactive features or by telephone. And they may respond to the programme by writing to or emailing the broadcaster with their point of view. People may also be able to use communications technology to create their own video and audio content.

15. Media literate people should be able to use the internet to find information and accept that sometimes what they find may represent a particular view rather than a statement of objective fact. They will be able to control what they and their children see to avoid being offended. They may also be confident enough to be able to order and pay for goods and services online and to create their own website and contribute to a chatroom discussion.

16. People’s level of media literacy may change through time as they become more competent and confident in the use of communications technologies and as they ‘consume’ more content. People’s ability to analyse critically the content they consume will depend on a number of factors. There are important roles for educators, broadcasters, internet service providers and others to understand and meet the needs of a wide and diverse range of groups.

The importance of media literacy

17. With increasing complexity of technology and wider media choice people will 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 exploit the opportunities offered, to manage their expectations and to mitigate some of the risks involved.

18. The continued strength of the UK economy is dependent on a skilled workforce and the strength of our society is dependent on active and engaged citizens. In an information-rich society, with goods and services increasingly offered online the skill to exploit the benefits of new communication technologies become ever more important.

19. A media literate person will have the potential to be an efficient worker, an informed consumer and an active citizen. People who are not able to use effectively the new communications technologies will not be able to take full advantage of the benefits they bring and may become marginalised in society.

Electronic media

20. Ofcom’s responsibilities do not encompass all aspects of media literacy. The Act makes it clear that our remit only relates to electronic communications broadcast and distributed over networks. Although an important means of communication and, therefore, of media literacy, we do not have a role to play in the promotion of media literacy with respect to print media. There will however, be opportunities to consider relevant cross media links in our work.

This consultation

21. In this consultation we seek endorsement of our definition and strategy for promoting media literacy. In outlining the work we propose to do, we also seek to stimulate a process which will help us further clarify our priorities. The questions we ask in Annex 3 give you the opportunity to suggest where you believe the level of media literacy skills need to be amongst different groups. Taken together, the responses to this consultation will help us to more clearly define our research into media literacy skills and needs and suggest where our priorities should be.

22. We think it important for everyone interested in media literacy to see the views of others during consultation. We propose to publish all responses we have received on our website. We would prefer respondents to give us views that they would be happy to see in public. But if those who have responded to a consultation tell us that some or all of their views must stay confidential, we will respect this.

Regulatory Impact Assessment (RIA)

23. The Communications Act says that we must carry out and publish an RIA:

• where we are proposing to do anything related to the carrying out of our functions; and

it appears to us that the proposal would be likely to do one or more of the following:

• involve a major change in Ofcom's activities;
• have a significant impact on businesses operating in markets Ofcom regulates; or
• have a significant impact on the general public in the UK or a part of the UK.

24. In relation to the proposals outlined in this consultation, Ofcom will operate with the consent of stakeholders. We do not consider these proposals fulfil the criteria set out above. We do not, therefore, propose to undertake a RIA in respect of the promotion of media literacy.

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