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MEDIA AND INFORMATION LITERACY

CONCEPTS, MODELS, EXPERIENCES
NBTC SEMINAR BANGKOK NOV 15
O. UNIV. PROF. DR. THOMAS A. BAUER
UNIVERSITY OF VIENNA

EUROPEAN UNION VISION
• The rapid development of digital technologies has thus
made more urgent an issue that has been pressing for
some time:

the need for European citizens to fully understand the
means by which information, ideas and opinions are
now created, circulated and shared in modern societies:
in other words, for a media literate population. "Today,
media literacy is as central to active and full citizenship
as literacy was at the beginning of 19th century,
(DG INFSO Commissioner Viviane Reding (Press release IP/
2006)

thomas.bauer@univie.ac.at

06/1326, Brussels, 6 October

MEDIA LITERACY STUDIES
General Curricula Concepts
• Protection and Critical Distance: Deny Media
Reality
• Moral Awareness: Protect yourself of dirt and
trash
• Selective Source of Knowledge: take advantage of
professional information
• Role Simulation Approach: Experience the media
code of faction and fiction by change of role
• Political Education Approach: Train active use of
media : participation, visibility, public
speech/communication
• Cultural Studies Approach: Learn selective use of
media – Media asthomas.bauer@univie.ac.at
a tool of shaping out the way of

Media and Information Literacy
Socio-Political Programs
Overcome Accessibility Barriers for EQUAL RIGHTS
• Technical Barriers: restricted and elaborated code
(media genuine grammar, technical/ hard skills)
• Socio-Economic Barriers: media gap of inclusion (those
who have, know to get more - resources)
• Cognitive Barriers: media gap of knowledge (those who
have access to information, know how to increase
knowledge – media generative grammar)
• Socio-Cultural Barriers: use the space of public
communication for social perspectives of personal life
(authenticity, autonomy, sovereignty, participation –
soft skills / social skills)
thomas.bauer@univie.ac.at

COGNITIVE HABITS

thomas.bauer@univie.ac.at

SOCIAL COMMUNICATION HABITS

thomas.bauer@univie.ac.at

SOCIETAL / POLITICAL HABITS

thomas.bauer@univie.ac.at

TECHNICAL HABITS

thomas.bauer@univie.ac.at

SKILLS DEVELOPMENT

thomas.bauer@univie.ac.at

MEDIA LITERACY PROGRAM ACTIVITIES

thomas.bauer@univie.ac.at

MEDIA LITERACY PROGRAM ACTIVITIES

thomas.bauer@univie.ac.at

ML / MEDIA EDUCATION SCHOOL CURRICULA
• Classical Media: Newspaper, Radio ,Television:
Special Teaching Programs:
intra-/inter-disciplinary curricula: art,

theatre, literature, language, political education

Integrated Curricula: Media-related topics in history, geography, social

education

Transdisciplinary Activities: school-internal /- external cooperation
Comment: rather media-oriented (affirmative)

• Internet Media:
Special programs, mostly initiated by personal engagement of teachers, activities by
administrative
institutions in cooperation with public service media: health, growing up
with media, violence (bullying) sexuality (sexting)
comment: rather reactive and defensive, almost no offensive activities: e.g. how to
manage social networking, pro-active intercultural interaction etc.

thomas.bauer@univie.ac.at

ML / CAPACITY BUILDING COMMUNITY
MEDIA
• Open Channel TV / Radio : AT (OKTO) DE, (TILDE) NL (SALTO),
UK, NO...
Structural Community Building Program: Support in building inclusive
communities of interests
Semiprofessional Journalism: Support / training in basics of journalism
Self-administration: Programm-development: common program quality
analysis
Organization: home-staff (techniques, administration), volonteers (program),
association structure (board of publisher, editorial board, CEO Project, CEO
Program, producer as members), public finance support, no advertisment
Challange: Shifting from semi-classical media structure to integrated social
meda model.

thomas.bauer@univie.ac.at