Media Literacy Conference

The 2009 Media Literacy Conference, entitled “About the responsibilities of content providers and users,” took place in Prague from March 18-20, 2009, organized in the Council of the European Union within the Czech Presidency. 260 participants attended, representing over 30 countries. The transposition of the Audiovisual Media Services Directive, a large task for the Member States, inspired the event, which included three main components:

1. Desirable techniques in media literacy
2. Understanding of product placement as a type of commercial communication
3. Heightening awareness of copyright

The Czech Minister of Culture, Commission representatives, two European Parliament members, national regulators, and academic society delivered presentations relevant to the topic.

The goal of the conference was to present currently running educational projects regarding media literacy that might inspire others. The event offered potential approaches to media literacy issues to stimulate action nationally. Conference participants reached the conclusion that exchange of experience and cooperation were the most important actions to take. Though not completely transferable among countries, media education and literacy does exist considerably, and that foundation can be built upon and enhanced. The conference confirmed that media literacy must be spread through networking and that within the private sector, the reinforcement of media and media-pedagogic research is a necessity.

The AVMS newly regulated directive of product placement was discussed, as well as methods of acquainting the public with it and explaining it so that it may be understood. Conference participants confirmed that product placement is a great reason for media literacy, and they agreed a media literate society is the best defense against unfavorable effects of product placement.

Copyright awareness was discussed in the last segment. The rapid pace of modern technological development allows for copyright infringement on a larger scale than before. Simultaneously, the digital age gives content providers more chances to make their content widely available via new business models. Educational campaigns that are positively oriented and explain to consumers just how important copyright protection is and how to obtain it are a key educational tool. Also deemed important is providing consumers information on places to find content easily and legally, and often for free. The conference agreed that these public awareness projects are vital in the fight against piracy.

As a result of the discussions held in these 3 parallel sessions, a need has been proven for a mixed and converging approach amongst regulation, education, and content provider’s responsibilities. The conference determined and discussed the need for each of these sectors to maintain their own responsibilities. The conference did not determine that media literacy would be a global solution to all problems involving the media society. Rather, it highlighted the necessity for media professionals to maintain their public responsibility.