Wang, Yinhan; 2011, ‘Media Literacy Dossier: research review 3 (Literat

2011), LSE Media Policy Project, April 12.

Full reference details of reviewed article:

Literat, I. (2011). Measuring new media literacies: Towards the development of a
comprehensive assessment tool.

Research method/scope of empirical work

A convenient sample of 327 adults, with normally distributed income and
education levels, participated in the online survey.

The survey collects 4 kinds of data: demographics, media use habits (access
to computer and Internet, exposure to media, digital memberships, creative
engagement with media), new media literacy skills (personality, modes of
engagement, peer interaction, learning styles, media consumption and
creation), and civic engagement (self-efficacy, civic responsibility,
commitment to civic action).

The section on new media literacies (NML) – the most extensive and
important part – builds upon Jenkins’ (2006) conceptualisation of the 12 NML
skills (play, performance, simulation, appropriation, multitasking, distributed
cognition, collective intelligence, judgment, transmedia navigation,
networking, negotiation, and visualization).

Hypotheses (i) ‘higher levels of new media literacies would correlate with a
higher degree of engagement with media forms – particularly new digital
media – and that there would therefore be a significant difference in NMLs
between people with low versus high levels of media exposure’ (internet and
videogames, TV and print media). (ii) ‘An increased degree of digital
participation in various Web 2.0 platforms should also relate to high NML
levels, with light users scoring lower in media literacy than heavy users of
these digital platforms’. (iii) ‘High NML levels should predict a greater
propensity for multimedia creation, and, respectively, civic engagement’.

Key findings
- The survey randomized the 60 scale items related to all the 12 NML
skills in the NML section, but a factor analysis of the 60 items showed
‘the factors identified in this analysis mapped well onto Jenkins’ 12
NML skills’, except for collective intelligence and simulation.
- H2 is supported: Avid media users do have significantly higher scores
on NML skills than less avid users, especially ‘in the areas of
negotiation, networking, appropriation, play, multitasking, and
transmedia navigation’.

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 - Avid Internet users have much higher scores in ‘networking skills’ than
less avid users. Avid gamers also have much higher scores in ‘play or
experimental problem-solving’ than less avid users.
- ‘[N]ew digital media, due to their interactive and highly socializing
nature, are more adept at breeding the social and cultural
competencies needed for a full participation in today’s digital
environment than traditional media, which are inherently more passive’:
There was significant difference in the NMLs between high and low
users of the Internet and videogames, but no significant difference was
observed between high and low users of TV and print media.
- H2 was supported: Users who have high levels of digital participation
also has significantly higher NML skills than those with low
participation. For instance: avid Facebook users have substantial high
networking skills. Low Twitter users have much lower skills in
networking and transmedia navigation than high Twitter users.
YouTube users also demonstrated higher skills in appropriation,
transmedia navigation, performance and negotiaion. Bloggers and non-
bloggers have significantly different NMLs, especially in the areas of
appropriation and networking skills.
- H3 was also supported: those who have much higher NML skills are
more likely to create multimedia content, and to engage in civic
activities.

Key implications for research and policymaking

- The study could complement the mainly qualitative assessment tools,
and provide useful baseline measure for new media literacies.
- The study demonstrates connections between NML, media use, media
exposure and engagement. Longitudinal studies will be needed to
examine the causal relationships.