Project Description

Nationale Academie voor Media & Maatschappij

The National Academy for Media & Society is a brand/project by Stichting Reklame Rakkers, registered in the Chamber of Commerce Amsterdam, nr. 34208449. See the website www.mediaenmaatschappij.nl

Stichting Reklame Rakkers is a non-profit foundation aiming at the improvement of media literacy among citizens in the Dutch society.

The National Academy for Media & Society is a non-profit foundation aiming at improving Media Literacy among citizens in Dutch society, so that all citizens can benefit from new media developments and will be able to develop themselves into aware, critical and active media participa

The National Academy for Media & Society is accredited as certified training institution since September 2011 by CPION, the official audit institution of the Dutch Ministry of Education and is now registered in the CRKBO (Quality Register for short-term Vocational Education).

Since 2004 we provide free school materials, we organize awareness campaigns, offer annual congresses and offer train-the-trainer programs for teachers, librarians, family centres and youth workers. The most effective training program we developed is the National MediaCoach Training program for teachers, librarians, youth workers and municipal family centres. In 2015 we developed the National Media Passport for primary and secondary schools, the first ongoing media literacy curriculum in Europe, based on the new scientific methodology, named Media Empowerment by Dr. Esther Rozendaal of the Radboud University Nijmegen. For more information you can read her English explanation Media Empowerment

In September 2007 we started the National MediaCoach Training for professionals in education, libraries and youth work and since then we trained 2.100 people in the Netherlands and on Curacao and Saint Martin (former Dutch Antilles). They all are now official certified MediaCoaches and participate in 2 annual refreshment sessions of each 4 hours in order to renew their certificate annually.

Because of the train the trainer approach of the National MediaCoach program, the reach of Media Literacy education to Dutch children has gone up immensely since the start of the training program.

The curriculum of the National MediaCoach Training was developed in co-operation with 2 expert groups of professionals in the field of media, education, social work and government. In 2014 the training program was revised according to the ‘Flipping the Classroom’ principle, with written-, online- and interactive dossiers and working methods. In addition the training program consists of 10 classes/meetings of each 4 hours, during which the students work in groups of colleagues with the same background. Each student works on their individual Media Literacy Policy Plan, which is part of the exam.

Since March 2016 the National MediaCoach Training Program is registered in the Dutch Lerarenregister. (Official Register for Dutch Teachers by the Ministry of Education).

In 2008 we were granted a 2-year subsidy by the LifeLong Learning fund (Leonardo da Vinci) for the ‘MediaCoach’ project, co-operating with partners in the Netherlands (Mira Media), Belgium (Media Animation), Germany and Sweden to share our expertise and experience with them in order to create MediaCoach training programs in their countries as well.

In 2012 our National MediaCoach Training Program was selected as one of the 12 European Media Literacy best practices by the Evens Foundation, The Evens Foundation is a public benefit foundation based in Antwerp, Belgium and with offices in Paris and Warsaw. The Evens Foundation initiates and supports sustainable projects, and awards biennial prizes, that contribute to the progress and strengthening of Europe based on cultural and social diversity.

Click here for their publication: “Media Literacy: 12 good practices that will inspire you”

The National Academy for Media & Society has broad experience in developing curricula for MediaCoach Training programs for educators, librarians and youth workers. We will be able to share our knowledge, success factors and experience in developing, testing and organising such training programs in other countries as well.

Role in the project
The National Academy for Media & Society maintains a central role in the project as the holder and carrier of innovation and will undertake all the necessary actions and activities in order to facilitate the replication and the scaling up of the Dutch National MediaCoach initiative into the other participating national contexts, the so-called adoption countries.

More indicatively, the National Academy for Media & Society will perform the following tasks:
The purpose of National Academy for Media & Society is to pass the baton to a number of southern and eastern European countries. This will be achieved mainly through the following actions and activities:
Documentation of information, processes and procedures.
Transfusion of tacit knowledge make formal knowledge work in actual application.
Capacity-building training activities in the adopting organisations.
Superintendence of the implementation phase in the adopting organisations.
The National Academy for Media & Society will contribute both to the operational and financial management of the project with an equal standing to all other partners. The National Academy for Media & Society will participate equally to the rest of the partners in the decision-making processes and has the responsibility to undertake the financial documentation and the reporting procedures for its budget.

0Dutch Media Coaches
trained since 2007

Is the organiser of the National Media Literacy Congress attended by
0Media Coaches
each year
0trained Media Coaches
in the Caribbean
0 free National Media Passport programs
on Dutch school provided
delivery of certificates
Lisabeth Hop
Lisabeth HopFounder
Liesbeth Hop is seen as one of the Dutch authorities on media literacy. She is an incredibly talented and driven media expert with the mission to improve the media literacy of youth, parents, teachers, corporate companies and governments. With a background in media, communication and public affairs, she founded Media Rakkers (www.mediarakkers.nl) in 2004 as the knowledge centre for Media and Youth, based in Amsterdam.
Liesbeth is author of several publications and books on media literacy topics, such as digital bullying, advertising, safe internet, transmedia storytelling and sexualization of media. Her last book ‘The Wifi Generation’ about children on the mobile internet, was published in November 2009. In 2017 she published her book ‘Grant a child its own label’. www.gunkinderenhuneigenlabel.nl
She is a respected speaker at international congresses and debates, is involved in different governmental think tanks, has her own radio show on the Dutch national radio and is columnist in different print media.
In 2006 Liesbeth Hop & Bamber Delver founded the Dutch National Academy for Media & Society (www.mediaenmaatschappij.nl), a highly respected educational institute for media literacy trainings and workshops for professionals. In 2007 Liesbeth Hop & Bamber Delver developed the highly successful post graduate National MediaCoach Training (www.nomc.nl) for teachers, librarians and youth workers.
Liesbeth has a long history in media and advertising and founded the European Internet Advertising Bureau(www.iab.net) in 2000 and was their first president. She supported the opening of 7 branch offices throughout Europe.
In 2000 she also was invited to be a member on the International Brand Council of Coolbrands (www.coolbrands.org)
Contact details:
Email: Hop.Liesbeth@gmail.com
Phone: +31 6 435 879 54
Twitter: Liesbethhop
LinkedIn: Liesbeth Hop
Bamber Delver
Bamber DelverFounder - Coach of young victims of bullying
Bamber Delver is seen as one of the Dutch authorities on media literacy. He is an incredibly talented and driven media expert with the mission to improve the media literacy of youth, parents, teachers, corporate companies and governments. With a background in youthwork, communication and education, he founded De Kinderconsument (www.kinderconsument.nl) in 20004 as the knowledge centre for Media, Youth, Education and Parenthood based in Alkmaar.
Bamber is author of several publications and books on media literacy topics, such as digital bullying, advertising, safe internet, transmedia storytelling and sexualization of media. His book ‘The Wifi Generation’ about children on the mobile internet, was published in November 2009. In 2018 he published the ‘Manual Against Bullying’.
He is a respected speaker at international congresses and debates, is involved in different governmental think tanks, has his own radio show on the Dutch national radio and is columnist in different print media.
In 2006 Bamber Delver & Liesbeth Hop founded the Dutch National Academy for Media & Society (www.mediaenmaatschappij.nl), a highly respected educational institute for media literacy trainings and workshops for professionals. In 2007 Bamber Delver & Liesbeth Hop developed the highly successful post graduate National MediaCoach Training (www.nomc.nl) for teachers, librarians and youth workers.
Bamber is coach of young victims of bullying. www.antipestcoach.nl
Contact details:
Email: Delver.Bamber@gmail.com
Phone: +31 6 25 440 050
Twitter: Bamberdelver
LinkedIn: Bamber Delver