The promotion of media literacy

Ofcom has set out its approach to the promotion of media literacy as stipulated under Section 11 of the Communications Act 2003.

This requires Ofcom to "bring about a better public understanding of the nature and characteristics of material published by means of electronic media". The statement published today follows a public consultation begun on 1 June 2004.

In its approach to media literacy, which Ofcom defines as "the ability to access, understand and create communications in a variety of contexts", Ofcom will support the following:

* RESEARCH: A wide ranging research programme will be undertaken to assess the extent of media literacy in the UK. The research will also seek to identify the issues and priorities for developing greater media literacy skills amongst both adults and children, as well as identifying the needs of different sections of society.

* THE DEVELOPMENT OF A COMMON LABELLING SYSTEM to support greater consistency in presenting information related to possible harm and offence and to protect young and vulnerable people from inappropriate material.
However, Ofcom also recognises the concerns raised by some stakeholders about the best way to inform viewers about the nature of content.

Ofcom therefore proposes the establishment of a cross-platform working group - including the BBC, ITV, Channel 4, five, BSkyB, British Board of Film Classification (BBFC), major Internet Service Providers, mobile phone operators and others to investigate how viewers prefer to receive
information about challenging content, particularly in homes with digital television.

Ofcom will also seek other opportunities to stimulate debate on media literacy issues, including support for related and relevant work undertaken by other organisations.

Ofcom's strategy and priorities for the promotion of media literacy is available online at www.ofcom.org.uk

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