Why Media Literacy?

Media literacy – The missing link between the Institution and Industry

 Media literacy brings real life experiences, problems, solutions, ideas to one’s knowledge and more relevant to work-place,  compared to the academic literacy which is  more literary in nature.

Media education is a quest for meaning. Much of the value of a quest lies in the search itself as well as in the achievement of the goal  Chris Wornsnop


An article penned in ‘The Hind’, dated Jan 6 2018 by the renowned Columnist and Educationist Dr. Rayanal, describes media literary in the following words.

‘According to medialiteracyproject.org, it is’, “the ability to access, analyse, evaluate, and create media” and the media literate are “better able to understand (and interpret) the complex messages”.


It’s worth mentioning that news paper reading is worth reading a dozen books on diverse topics  at a time. We all know very well that  the great personalities of the pre internet era relied heavily on book reading for self development and knowledge. The book reading and (now the media literacy) promotes

Higher order thinking

Analytical skills

Critical thinking

Leadership skills

Events forecast



Business trends

Policies forecast

Negotiating skills etc.


concepts for media literacy, as drawn up by the Ontario Association for Media Literacy (AML), provide a base for all media literacy programmes. 1) All media are constructions. 2) Media construct reality. 3) Audiences negotiate meaning in media. 4) Media have commercial implications. 5) Media contain ideological and value messages. 6) Media have social and political implications. 7) Form and content are closely related in the media. 8) Each medium has a unique aesthetic form.


Students are glued to media as they have access to smart phones and the net, but hardly it’s of any use to them as they fail to absorb the real value of the media, for them only graphics and glamour alone matter. Further Dr. Rayanal  stresses that , “There is an urgent need to improve their media literacy and enable them to become informed citizens who look at things critically, take delight in questioning everything and enjoy seeking answers to questions. Teachers should be first trained to incorporate media literacy into the subjects they teach and lead them to a complex world which throws many challenges”.

” media educators should lead their students with the mission, “to strive, to seek, to find, and not to yield” – Tennyson