About the Project

Media has never been as important as in today’s society. It enables citizens of all ages to navigate the modern news environment and make informed decisions. Only the mastery in the ability to verify the acquired information ensures usable access, i.e. using media in a way that changes the motivation and life chances of users. The actual and proper use of new technologies depends on achieving the competence level in this area because disinformation as false, inaccurate, or misleading can cause public harm. There is a need for specific media literacy initiatives that provide the capacity to think critically and to detect it.

This project is going to develop the tools which will help the target group to interpret the internal content of the program, interpret the internal construction of the frame, recognize the external forces and factors shaping the program, compare media representations with reality and respond to the potential impact of television form and content. Systemic action and support are needed here for both adults and their educators, and in this context, the project is innovative for the entire partnership. The second project result – web-based personalized media literacy training canter will act as an artificial-intelligence driven set of mechanisms and algorithms that through the profiling session will be able to organise the whole training content in a way that is the most efficient for specific users. This will result in the ability to create individual and customised learning paths, thus ensuring a better quality learning process. Instead of long and linear training materials, the learning content will be divided into easy to understand and implement actions.

The main aim of the #McView project is to foster adult education and increase media literacy by promoting critical viewing among the people with fewer opportunities (low qualified persons, unemployed youth, adults at poverty risk, etc.) and adult educators. The aims will be achieved through the development of the MC-VIEW training course materials (PR1), which will explore the three main areas: Media communication literacy, Critical viewing and Digital Awareness; – MC-VIEW web-based personalized media literacy training canter “Individual approach to media literacy in the digital environment” (PR2).

The target groups of the McView project are disadvantaged groups members (low qualified persons, unemployed, adults at poverty risk, etc.) and adult educators. All project activities will be geared to solve problems and improve the situation of this group. Furthermore, the project will create tools for institutions that support and take care of disadvantaged adults, such as adult education centres social welfare institutions, schools for adults, third age universities, associations supporting disadvantaged adults and fighting with social exclusion, local and regional self-government education departments and adult educators. The following thematic areas need to and will be covered: efficient search and organisation of information, as well as assessment of the reliability of sources, principles and forms of communication through the media, image building and action in online communities, the meaning of words, images and sound.