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.