ecdc.europa.eu A European approach to media literacy November 2013 Matteo Zacchetti, DG Education and Culture, European Commission

1 A democratic civilisation will save itself only if it makes the language of image into a stimulus for critical reflection, not an invitation to hypnosis - Umberto Eco Movies invented the American dream. They can do the same for Europe - Wim Wenders

2 EU Media literacy policy – context and background The media change - digitalisation Media consumption and use change The challenges change media literacy as an answer Calls from EP, ICT industries and the media for structured media literacy policy

3 Media literacy – A European definition The ability to: Access Understand and critically evaluate Create and communicate

4 Media literacy relates to All media Citizenship, freedom, rights and democracy Audiovisual heritage and cultural identity Empowerment of citizens Film literacy is a subset of Media literacy

Main policy initiatives Communication 2007: A European approach to media literacy in the digital environment Recommendation 2009: Media literacy in the digital environment for a more competitive audiovisual and content industry and an inclusive knowledge society AVMS directive: Media literacy assessment 5

6 Media literacy - The Commission’s Communication First ever policy document on media literacy at EU level Adopted in December 2007 Focuses on three areas (commercial communication, audiovisual works, online environment)

7 The Commission’s Communication – Policy objectives Awareness and promotion of good practices Audiovisual authorities to promote media literacy levels Promote research into assessment criteria

8 Media literacy - The Commission’s Recommendation Adopted on 20 August Addressing Member States and industry Calls on MS to raise awareness, promote research AND start a debate on the inclusion of media literacy in school curriculum Calls on industry to provide information about their services and to support media literacy education

9 Future policy steps Assessment of media literacy levels Media literacy in compulsory education (subsidiarity) Funding within Creative Europe (and Erasmus +)

10 Studies Studies on media literacy levels Studies mapping initiatives and recommending funding and policy actions –Creative Europe funding of audience building and film literacy –Films in school

11 Earlier studies Current trends and approaches to media literacy in Europe (University of Barcelona, 2007) Study on assessment criteria for media literacy levels (EAVE Consortium 2009) Testing and refining criteria to assess media literacy levels in Europe (Danish Technological Institute 2010)

New studies Film literacy in Europe (British Film Institute 2012) –film literacy initiatives in the EU27/EEA countries –Why, what, where, who –recommendations to the Commission –Follow-up in Creative Europe EMEDEUS – European Media Literacy Education Study (University of Barcelona, ongoing) –media education in national curricula across EU27 –recommendations –Lifelong learning programme – follow-up? 14

15 Creative Europe A programme for the cultural and creative sectors for Bringing together 3 existing programmes (Culture – MEDIA – MEDIA Mundus) Proposed budget of € 1.8 billion for 7 years 37% increase compared to current levels

16 Creative Europe Creative Europe framework 1,8 billion Culture 30 % MEDIA 55 % (Film literacy) Cross-sectoral (incl. Financial Facility ) 15 % (Media literacy)

17 MEDIA strand - Film literacy Film literacy as part of audience development Dissemination of good practices Support for "translation" of successful film literacy initiatives Support for transnational cooperation between film literacy initiatives

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19 Cross-sectoral strand – Media literacy Support for European co-operation Support for networks, studies, conferences Not a lot of money…

Old George Orwell was wrong. Big brother isn't watching. He's singing and dancing. He's pulling rabbits out of a hat. Big brother is busy holding your attention every moment you are awake. (Chuck Palahniuk) 20

21 We need to equip our children with the skills to decode images so they’ll still have the taste for their own ones. Only in this way we can continue in Europe to produce and project our own image and identity in the future. Entering film and media literacy in our school curricula will pay back in many ways to Europe. The audiovisual industry, after all, is one of the fastest growing trades in the world. Wim Wenders (Public Hearing, EP, Brussels, 27 October 2010)

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26 Contact Matteo Zacchetti – Deputy Head of Unit European Commission - DG Education and Culture – MEDIA programme and media literacy unit