Media literacy from the perspective of broadcasters and user generated content producers around the world
Prepared for UNESCO, Sector of Communication and Information
Research by Lisa Stribbling
Report Lisa Stribbling and Martin Scott
Executive summary
This report looks at various aspects of media literacy from the perspective of broadcasters and user-generated content (UGC) producers around the world. The results of a survey of the practices and policies of 32 broadcasters were used to examine three aspects of media literacy. Firstly, to examine the extent to which broadcasters are providing media literacy training to viewers, listeners and content producers and how they might be further encouraged to do so. Secondly, to investigate the nature of media literacy in different societies through an investigation of the volume and quantity of UGC received and used by broadcasters. Thirdly, to examine the use and treatment of UGC by broadcasters and how further use of UGC might be encouraged.
The results of this survey showed that all but one of the broadcasters surveyed requested assistance in providing media education initiatives and that 88% of broadcasters expressed a desire for further assistance in dealing with UGC. The results also showed that older forms of UGC, such as phone-ins, emails, letters and faxes are used most widely and frequently by broadcasters and are also judged to be of highest quality.
Based on the results of the survey, the following recommendations are made:
1. Broadcasters should be given a range of forms of assistance in providing media literacy initiatives to their audiences. These initiatives should look beyond educating young people in formal educational settings.
2. Future media literacy initiatives should focus on promoting the capacity of citizens to create ‘newer’ forms of UGC such as podcasts, footage and blogs. These initiatives should be carefully tailored to take account of the specific contexts of different countries.
3. A range of different forms of assistance regarding how to handle different forms of UGC should be made available to broadcasters around the world to fuel greater use of UGC.
