THE IMPORTANCE OF MEDIA LITERACY IN THE GLOBAL SOCIETY

Vesna  M. Milenković

Authors

Vesna M. Milenković Висока школа за комуникације Београд

Keywords:

media literacy, media manipulation, globalization, social media, education

Abstract

The paper deals with critical media literacy as a skill to resist media manipulations in a global society. The acquisition of media literacy contributes to a better attitude towards the dominant media, enhancing the influence of the individual in its environment and improving literacy in terms of developing abilities, analyzing, evaluating and sending messages through the media. The paper focuses on the relationship between media and media literacy, points to the importance of media education in unraveling media manipulations, and examines the reasons for the significant influence of media on the audience from information-communicative, psychological-pedagogical to critical ones, which are related to ideological aspects of media interpretation of events.

It is concluded that the importance of media literacy can be seen through its contribution to enhancing interaction within multimedia perception of media reality, by recognizing the difference between real and media-mediated reality, by acquiring skills that will serve as a protection against manipulation, by reflecting on the interests promoted through media messages, by strengthening the ability to form values beyond the media context, as well as through the independent use of the media for their own education.

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