Libro

MEDIA LITERACY AND INTERCULTURAL DIALOGUE
Strategies, Debates and Good Practices
Parliament between 2006 and 2007 (Maruja Rodriguez, Matteo Zachetti and
Aviva Silver, among others), which ends precisely with the enactment of the
European Directive Audiovisual Services.
The last section of the legal implementation of media literacy in Spain runs the
thread of the discussion and the drafting of the successive projects of the
General Law of the Audiovisual. In it,-and the indirect effect of the III
Conference EAVI Citizens' participation to public life through Media done at the
Spanish Senate in November 2009 —the government and various political
groups raise awareness of the need to give legal status to the obligation of
promote the media literacy and on the last stretch of drafting the Law
amendments which are adopted to provide.
2.1. Latest advances
Nowadays, the EU puts great emphasis on skills, both creative and critical, of
the citizens in the media. So far the issue was not mentioned in the legislation
and the creative aspect was secondary in the whole theoretical tradition.
Secondly, there is an idea that these critical and creative capacities are
essential for the vitality and the smooth operation of media services. From the
development of these capabilities will be derived, according to the Commission,
a fundamental improvement in the media in issues such as transparency,
pluralism and communication security. We moved away from the traditional idea
develop in large parts of the media industry to consider media criticism as a
limitation on freedom of communication. Lastly, it is also a new idea that media
literacy is a task for everyone and not just the purpose of formal education.
The Audiovisual Councils as independent bodies and regulators have promoted
initiatives related to media literacy environment. Specifically, the Audiovisual
Council of Andalusia, almost since its creation affects in "the need for a proper
education of citizens, especially the youngest, to promote freedom and ability to
defend their rights as users of the visual system ". In this line there have been
numerous performances and they focus on the protection of children rights,
studies to determine the habits, opinions, evaluations and expectations of the
Andalusian population with the audiovisual media (audiovisual Barometer of
Andalusia), instructions about matters such as advertising service and personal
contact sexual services or treatment recommendations on media cases, toy
advertisements on television, the appearance of minor emission of dramatic
events, violence in sports, informative treatment of politics during elections or
the media treatment of immigration. The last action of the CAA has focused on
the organization of a conference on Media Literacy and Children, in
collaboration with the School Board of Andalusia, celebrated in Granada in
October 2011.
We should note here that the job of the Catalan Audiovisual Council, national
and other European bodies such as OFCOM and CSA and American as CNTV
of Chile. In particular, the last one has a long history in Media Education. The
CNTV search for the formation of a critical citizenship, informed and
responsible to contribute to a quality television, respectful with the protection for
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