Project aim

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:

  • Cyprus
  • Greece
  • Portugal
  • Romania
  • Bulgaria

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
More about the project

Media Literacy

The following definition of media literacy has been agreed between the European Commission media literacy experts and was approved by the Council.

Media literacy is the ability to access the media, to understand and to critically evaluate different aspects of the media and media contents and to create communications in a variety of contexts. It includes all media.

The aim of media literacy is to increase people’s awareness of the many forms of media messages encountered in their everyday lives. Media messages are the programmes, films, images, texts, sounds and websites that are carried by different forms of communication.

Media literacy is a matter of inclusion and citizenship in today’s information society. It is a fundamental skill not only for young people but also for adults and elderly people, parents, teachers and media professionals.

In short, Media literacy is the ability to access, use, evaluate, create and participate in the media. These competencies are considered to be key 21st century skills and a pre-requisite for an active and full citizenship.

Critical understanding is the ultimate focus (and ambition) of media literacy. It should be identified as the key factor in the development of education and policy. This includes increasing competences for the understanding of media content and function; increasing knowledge about media context; and enabling sound judgment when adopting appropriate user behaviour.

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.


4 steps of Media Empowerment based on the long-term scientific research and insights of Dr. Esther Rozendaal of the Radboud University Nijmegen

An essential 21st Century Skill

The Partners of the project

Working together from Belgium, Cyprus, Bulgaria, Greece, Nederland, Portugal, Romania.


The European Media Coach Initiative

Scaling up an existing successful experience

Media Literacy Training and Education

In this media environment,
it is no longer simply an advantage to be media literate,
but a manifest disadvantage not to be.