Ofcom publishes Media Literacy audit

Ofcom yesterday published the results of detailed research to assess the extent of adult media literacy in the UK.

Ofcom defines media literacy as the ability to access, understand and create communications in a variety of contexts.

Under Section 11 of the Communications Act 2003, Ofcom is required to bring about, or to encourage others to bring about, a better public understanding of the nature and characteristics of material published by the electronic media and its various delivery systems.

A total of 3,244 respondents were interviewed for the research across the UK. The audit focuses on the four main digital platforms, with analogue TV and radio included where relevant.

Key themes include:

• Age is a significant indicator of the extent and types of media literacy, with mobile phones a pervasive media technology for the 16-24 age group. Those aged 65 and over have significantly lower levels of media literacy than other age-groups.

• Media platforms are seen mainly in 'traditional' terms; there are few signs yet of a widespread recognition of their wider digital functions.

• Knowledge of industry funding and regulation across platforms varies. A significant majority of respondents (over 75%) know how the television industry is funded and that it is regulated. Over half of UK adults know how radio is funded and that it is regulated. Two in five internet users know how search engine websites are funded, although this drops to one quarter of UK adults as a whole.

• Levels of concern about content vary across platforms, with little concern over mobile phone content. Most people are not yet aware of content controls on mobiles. One in three of internet users are not confident about blocking viruses or email scams.

• Many people, especially the elderly, say they prefer to learn media skills from family and friends, or by themselves rather than in formal groups. The highest area of interest for many people is in learning how to use the internet. One third of people say they are interested in learning more about digital platforms and services.

Ofcom will shortly be publishing further reports on media literacy amongst children, minority ethnic groups, older people, those with a disability, and those in the devolved Nations and the English regions.

The full report can be found on the Ofcom website at:

http://www.ofcom.org.uk/advice/media_literacy/
medlitpub/medlitpubrss/medialit_audit/

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