European MediaCoach Project
The main focus of the European Media Coach project is the improvement of media literacy levels among young people through the development of a large pool of media literate professionals working with young people in schools, youth centers and in non-formal contexts like libraries and museums.
Instead of attempting the development of a pilot experimentation project, the European Media Coach project proposes the scaling up of a recognised and proven innovation in the field of media literacy. More specifically, the European Media Coach project aims at the replication of a practice in the field of media literacy that has demonstrable results with qualitative and quantitative evidence of impact; that of the Dutch national media coach program. For a number of years, the Dutch media coach training initiative has successfully achieved the goal of improving media literacy among children, young people and parents by training youth professionals, notably, teachers, librarians, youth workers, government officials and other societal professionals by giving them the opportunity to study the possibilities and challenges of these new media and new literacies.
The Dutch MediaCoach Training Initiative will be replicated in the following five (5) other European Union national contexts that of:
The European Media Coach project brings together key stakeholders in the area of media literacy and can act as a catalyst to foster scaling-up across regions and countries using one of one of the most successful European practices in the field of youth media literacy. The project addresses:
- The dissemination and/or scaling up of a good practice in inclusive learning, initiated in particular at local level
- The enhancement of critical thinking and media literacy among learners, parents and educational staff
Why is media literacy important?
It is predicted that media in all its forms will increase between ten and one hundred times its current volume in the next decade. Therefore, in the current environment and in view of future innovation, it is no longer an advantage to be media literate; rather, it is a debilitating disadvantage not to be.
With the rapid rise of digital technology and its increasing use in business, education and culture, it is important to ensure everyone can understand and engage with digital media.
Media literacy education is essential to safeguard European democracy.
A media literate population is informed, engaged and responsible in their media use, both as consumers and producers.
In the information age, it is necessary to be media literate in order to participate fully in public life, including in commerce, society and politics.