[ecrea] Media Literacy Promotion in Ireland

> REPORT HIGHLIGHTS CHALLENGES FOR MEDIA LITERACY PROMOTION
> IN IRELAND
>
> A research report issued this week by the Dublin Institute of 
> Technology's Centre for Social and Educational Research (CSER) has 
> made a series of recommendations regarding the development of public 
> policy for media literacy in Ireland. Commissioned by the 
> Broadcasting Commission of Ireland (BCI) through its Media Research 
> Bursary Scheme, and undertaken by Dr. Brian O'Neill and Dr. Cliona 
> Barnes, the report's recommendations have been issued taking into 
> account the provisions that have been made for public media literacy 
> promotion in the Broadcasting Bill, 2008.  The Bill is currently at 
> report stage in the Oireachtas.  The proposed legislation requires 
> that the new broadcasting regulator, the Broadcasting Authority of 
> Ireland (BAI) will undertake activities to promote media literacy, 
> including co-operation with broadcasters, educationalists and other 
> relevant people or groups.
>
> A key part of the research undertaken by the CSER was to seek public 
> attitudes towards media literacy in Ireland.  In a series of focus 
> groups the researchers found that the level of skills and experience 
> with different types of media varied greatly.
>
> Levels of experience with new interactive media (i.e. interactive 
> television, Internet, participation in virtual communities) also 
> varied considerably dependent on age, interest, and access to 
> technology and infrastructure.
>
> On the issue of critical media awareness; that is the degree to 
> which members of the public display a critical attitude to media as 
> regards both quality and accuracy of content; the research 
> demonstrated informal awareness.  Similarly the research underscored 
> a limited understanding of issues of media ownership and control and 
> its implications for citizens and consumers.
>
> Commenting on the research findings Dr. Brian O'Neill said: 'It is 
> clear that media literacy is something that affects everyone.  We 
> all need to be more media literate to make sense of the major 
> changes happening in today's information-rich world.  Teachers and 
> educators have a major role to play, but media industries must also 
> play their part in ensuring there is a better public understanding 
> of the issues and challenges'.
>
> The report makes a series of recommendations, including the 
> establishment of an Irish media literacy expert group to advise on 
> definitions, strategies and new developments in relation to media literacy.
>
> The report also stresses the importance of a partnership approach 
> and the involvement of a diverse range of interests as key to the 
> successful implementation of media literacy promotion. It argues 
> that media literacy education needs to encompass both formal 
> education settings as well as a host of adult learning environments.
>
> Commenting on the research recommendations, Michael O'Keeffe Chief 
> Executive of the BCI said "The research undertaken by the CSER and 
> funded by the BCI clearly outlines the importance of having a clear 
> definition and understanding of what media literacy is from a policy 
> development perspective.  One of the major challenges facing the BAI 
> will be in determining degrees of media literacy, in order to 
> develop an integrated approach to its promotion in Ireland.  It will 
> be important for BAI to ensure that as new services and platforms 
> develop, so too will the requirement for measures to be put in place 
> to ensure that consumers and users are informed and better enabled 
> to cope in an increasingly complex and dynamic environment."
>
> A full copy of the research report is available to download from the 
> Commission's web-site 
> <http://www.bci.ie/research_reports/MRFS.html>www.bci.ie/research_reports/MRFS.html 
>
>
>
> Brian O'Neill
>
> Dublin Institute of Technology

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Nico Carpentier (Phd)
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Vrije Universiteit Brussel - Free University of Brussels
Centre for Studies on Media and Culture (CeMeSO)
Pleinlaan 2 - B-1050 Brussels - Belgium
T: ++ 32 (0)2-629.18.56
F: ++ 32 (0)2-629.36.84
Office: 5B.401a
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European Communication Research and Education Association
Web: http://www.ecrea.eu
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E-mail: (Nico.Carpentier /at/ vub.ac.be)
Web: http://homepages.vub.ac.be/~ncarpent/
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