Projects 2017-03-10T18:38:27+00:00
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Projects and Initiatives


As part of its objective to promote media literacy, EAVI is constantly developing and implementing projects and initiatives.

EAVI projects focus on areas including full and active citizenship, democracy, social responsibility, media literacy and education.

To this end, EAVI has:

  • Created the cartoon series, “A Journey to Media Literacy
  • Organised EAVI BarCamp looking at media use for young people
  • Produced Cinelmotion TV programmes in Latin America
  • Launched a signature campaign to introduce media literacy in schools
  • Met with MEPs to advance media literacy in the EU agenda

EAVI regularly contributes to Public Consultations relating to the many areas relating to media literacy.

Most recently, it has responded to the call for consultations on the Audiovisual Media Services Directive 2010/13/EU (AVMSD). Organised by the DG Communication Networks, Content & Technology, the Consultation aims to establish which parts of the AVMSD should form part of the Regulatory Fitness and Performance Programme (REFIT). It will collate valuable insights and recommendations for future policies on media services.

EAVI’s Europe for Citizens funded project aims to create a counter-narrative to the mainstream media’s often negative representation of migrants and refugees in Europe. The website for the project is here.

EAVI’s video series “A Journey to Media Literacy” is a short cartoon, designed to explain what media literacy is in a fun and simple way.

Check out the cartoons here.

The EMEDUS Project was the first of its kind in Europe.

EMEDUS is an innovative approach to establish correlations between media education through lifelong learning and media literacy levels. EAVI delivered findings at a comparative level on lifelong media literacy education across Europe.

EAVI’s contribution to the Consultation was to express our concern about the absence of media literacy and related concepts within the framework of the consultation. Although media literacy is a complex and multifaceted concept that is difficult to measure in precise terms, that does not mean it should be discarded or ignored completely.

The media industry and the European Commission have promoted only access and technical skills, while the misconception that media literacy is simply a matter of education has endured. This notion that media literacy, specifically the (digital) protection of minors, is a matter of national policy by individual member states, or should be addressed only at an individual level (by parents and children themselves).

EAVI advised that it is inappropriate to dismiss or ignore media literacy skills and their underlying properties. In fact, good EC-level media policy would help the Commission regain the trust of the European population in general, and youth in particular, as well as serving to combat the rise of populism and extremism in older generations.

2017 will see EAVI bring together a Consortium of European and Asian interest groups and individuals to build on the aptitudes of young people, by way of the provision of various training programmes.

The programmes will be amalgamated into a single interactive platform, designed to attract students and professionals in the fields of youth and media, digital literacy and socially innovative entrepreneurial activities.

Consortium members will not only gain prestige and visibility within the project, they will also have the opportunity to directly interact with users. The partners will develop new and innovative informal educational resources which will increase their capacity to reach out to new target audiences in the future; for instance, engaging entrepreneurial role models to coach and mentor participants via podcasts and blogs.

With EAVI’s experience of working with Lifelong Learning and ERASMUS+ projects, EAVI will coordinate the project, ensuring the timely delivery of outcome which meet high EC standards. EAVI will monitor project output, budget allocation, compile project status reports, ensure proper visibility, carry out dissemination and project evaluations and, of course, organise the teams.

EAVI’s Media Citizenship Booklet: A Practical Guide, aims to provide practical advice on selected forms of media and their applications. The Guide also offers tools for reflection. It is aimed at parents and children, focusing on critical thinking, participation and the technical skills required to benefit fully from the safe use of media.

The Guide was produced with the support of the European Commission initiative, “Europe for Citizens”.

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