New Literacies and
Media Competencies
for the 21st Century
Harald Gapski
ecmc European Centre for Media Competence
EENet European Experts‘ Network for Education and Technology
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
A Quote by Marshall McLuhan
"The electronic environment makes an information
level outside the schoolroom that is far higher than the
information level inside the schoolroom.
In the nineteenth century the knowledge inside
the schoolroom was higher than knowledge outside
the schoolroom.
…
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
A Quote by Marshall McLuhan
…
Today it is reversed.
The child knows that in going to school
he is in a sense interrupting his education."
NBC Experiment in Television
March 19, 1967
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
End of
Gutenberg
Galaxis?
media society
network society
information society
Industrial Society
knowledge society
risk society
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Minutes/Day
Total Time spent with media
(1996 – 2004
Germany)
Zeitbudget
fürin AV-Medien
500500
450450
400400
in Minuten pro Tag
350
300
250
200
150
100
50
0
1996
1996
1999
1999
2000
2000
2001
2001
Jahr
YEAR
2002
2002
2003
2003
2004
2004
Data Source: Media-Analyse, SWR Medienforschung/Programmstrategie, Media Perspektiven
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Education Delphi in 1998 (Germany):
Importance of Competencies in 2020
COMPETENCY
SCHOOL
VOCATIONAL
TERTIARY EDU.
Learning Technique
#1
(2,38)
#2
(2,26)
#2
(2,17)
Specific professional
competence
# 6
(1,47)
#1
(2,58)
#1
psycho.-social (human-)
competence
# 2
(2,36)
#3
(2,16)
#4
Foreign languages
# 3
(2,30)
#4
(1,84)
#3
# 4
(1,61)
#5
(1,57)
#6
# 5
(1,48)
# 7
(0,39)
#6
(1,23)
#7
(0,38)
#5
Media Competence
Intercultural competence
other competencies
Full Report: http://www.bildungsserver.de/db/mlesen.html?Id=14019
(2,80)
(1,89)
(1,91)
(1,38)
(1,46)
#7
(0,39)
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Definition and Selection of Competencies (DeSeCo – by OECD)
Key Competencies for a successful life and well-functioning society
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Literacies, Competencies and Skills
for a media enriched world
Alfabetización medial / visual
Educación de la perceptión
Competencia medial
Enseñanza visual
…
Medienkompetenz
Werbekompetenz
Informationskompetenz
visuelle Kompetenz
Bildkompetenz
Digitalkompetenz
Medienbildung
…
Media Literacy
Digital Literacy
Visual Literacy
Information Literacy
21st Century literacies
Media Competence
e-Skills
eCompetence
…
Éducation aux médias
Les arts visuels
Éducation à l'image
…
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Dimensions of media/ICT-related literacies
digital / media
literacy / competence
instrumental
critical
reflexive
media
knowledge
creative
ethical
Dimensions
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
emotional
Articles containing „Medienkompetenz“
in German Print Media
(1991 – 2003)
© Harald Gapski
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Discourses of media competencies
Economy
Politics
Legislation
media competence
Education
Technology
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Discourses of media competencies
Economy
Politics
Legislation
media competence
Education
Technology
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
(a) Educational Discourse
media competencies are
… age related
… ethically normatively grounded
… linked to ideas of the Enlightment
… „anti-technocratic“
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Discourses of media competencies
Economy
Legislation
media competence
Politics
Education
Technology
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
(b) Economic Discourse
media competencies
… are a dimension of human capital
… are productive factors
… fight the „skills gap“
… are part of organisational
development
… refer to self-adaptation and
self-organisation
„Media illiterates are bad consumers”
… market development
… consumer acceptance
and awareness
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Discourses of media competencies
Economy
Politics
Legislation
media literacies
Education
Technology
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
(c) Legislative / legal Discourse
media competencies are
… factor of media regulation
… option of regulatory problem shifting
… preventive consumer protection
… preventive youth protection
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Example: www.klicksafe.de
Internet Safety through „Medienkompetenz“
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Discourses of media competencies
Economy
Legislation
media competence
Politics
Education
Technology
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
(d) Political Discourse
New literacies are a …
… factor of „Digital Divide“
… factor of equal opportunities
… dimension of democracy competence
… factor of critical public
Grafik: www.pakissan.com
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Discourses of media competencies
Economy
Politics
Legislation
media competence
Education
Technology
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Example: „Cognitive Systems“
„Focus is on research into ways of endowing artificial systems with highlevel cognitive capabilities, typically perception, understanding, learning,
knowledge representation and deliberation, […]
It aims at systems that develop their reasoning, planning and
communication faculties through grounding in interactive and
collaborative environments, which are part of, or connected to the real
world.
These systems are expected to exhibit appropriate degrees of autonomy
and also to learn through “social” interaction among themselves and/or
through human-agent cooperation; […]”
IST 2005-06 Work programme, p. 24
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
(e) Technological Discourse
New literacies …
… are bound to technical innovations
… link human and technical information processing
… are a challenge for system design
… deal with paradoxes of technologisation
and „disappearing technologies“
Technology as TOOL
Technology as MEDIUM
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
„Media Competence Cube“
Approach
transforming
Media technology
integrating
applying
emerging
TV
Radio
Internet
Individuum
Social System
Society
Bearer
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Approaches
transforming
Learning organisation, „Leitbild“, mission, new learning culture, organisational
networks including external partners
integrating
Learner-centered usages of ICT, strategically planned usage, specific partner
applying
subject-oriented usage of ICT, co-ordinated activities, external supporting
partner
emerging
technology-centered, isolated usage, single activists, no external partners
Adapted from IFIP (Nov. 2000): ICT in Higher Education
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
„Media Competence Cube“
Approach
transforming
Media technology
integrating
applying
emerging
TV
Radio
Internet
Individuum
Social System
Society
Bearer
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Holistic Approach
Approach
transforming
Creativity
Learning
Organisation
integrating
applying
emerging
Know-how
Indicators?
Quality?
ITStrategy
TV
Radio
Internet
Individuum
Knowledge
Society –
new
framing
conditions
Industrial
Society
Social System
Society
Bearer
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Shifts for promoting media competencies
1. „pedagogizable“ individuals
Individuals and Social Systems
2. pedagogical theory and values
Interdisciplinary approaches
3. external mediation
self-organising principles
4. single dominating medium
diversity of media forms
5. “the reality and mirrors”
second order observations
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH
Thank you!
gapski@ecmc.de
ecmc
European Centre for Media Competence
Bergstraße 8, D-45770 Marl
Telefon ++49(0)23 65 / 94 04 0
eMail info@ecmc.de
Telefax ++49(0)23 65 / 94 04 29
Internet www.ecmc.de
© 2005 - ecmc Europäisches Zentrum für Medienkompetenz GmbH