New Zealand

About this Country

Media Literacy in New Zealand

Provided by the Broadcasting Standards Authority

Introduction

The Broadcasting Act 1989 is the enabling legislation of the Broadcasting Standards Authority, BSA. It has been largely unchanged since its enactment and makes no mention of ‘media literacy’. However, the Act does direct the BSA to:

  • Conduct research and publish findings on matters relating to broadcasting
  • Publicise procedures in relation to complaints

Research and information are two key planks to delivering media literacy and so while the term ‘media literacy’ is not legislatively defined, the BSA is clearly empowered and even expected to do it.

In 2008, the BSA has adopted a media literacy strategy.

Definition of ‘media literacy’

The BSA recognises that there is no single, agreed definition for ‘media literacy’. Its 2007 research Media Literacy Information in New Zealand: A Comparative Assessment of Current Data in Relation to Adults sets out a variety of definitions from around the world. That research notes that Ofcom’s definition provides a good starting place. Ofcom defines media literacy as:

"the ability to access, understand and create communications in a variety of contexts".

The BSA adopted this definition for the purposes of its strategy. However, it is also aware that the term ‘media literacy’ is not widely known in New Zealand and, therefore, can cause confusion. It seeks to limit the use of the term in its information and communications – focussing on the message rather than the concept.

The European Commission’s (2006) statement on media literacy provides a further context to this definition, tying in another concept that underlies New Zealand’s broadcasting standards system - freedom of expression:

Media literacy also supports freedom of expression and the right to information, helping to build and sustain democracy. There is also a link between media literacy and better regulation, because a media-literate society is one that is empowered to make its own judgements and choices, and hence is in less need of detailed protective rules.

As a broadcast regulator the BSA’s primary area of interest is in media literacy involving television and radio (‘broadcasting’ in our Act is defined as including those areas). However, it includes an interest in broadcast-like content carried via the internet and mobile devices as all this similar content must be viewed in context.

The BSA’s Media Literacy Objectives

The BSA’s objective in its media literacy strategy is that New Zealanders are able to engage effectively and wisely with the electronic media content of their choice.

It intends to accomplish this objective in three ways:

  1. conduct research designed to inform the BSA about media literacy needs, and
  2. provide information that advances media literacy, and
  3. partner with organisations and/or support initiatives that promote media literacy.

1. Research

Research ensures that the BSA has a broad understanding of the media literacy environment and specific research can target media literacy capabilities and media behaviour of various parts of society.

Media literacy related research in the past four years has consisted of the following:

  • Watching the Watchers: An Observational Study of Children’s Television Viewing and Response to Programme Content (BSA, 2010) – available early 2010
  • Some Content May Offend: Public Attitudes to Content Classifications and Warnings on Free –to-air and Pay TV (BSA, 2010) – available early 2010
  • Viewing Violence: Audience Perceptions of Violent Content in Audio-Visual Entertainment (BSA and Office of Film and Literature Classification, 2008)
  • Seen and Heard: Children’s Media Use, Exposure and Response (BSA, 2008)
  • Children’s Media Use and Responses: A Review of the Literature (Jackson et al, 2007)
  • Media Literacy Information in New Zealand: A comparative assessment of current data (Comrie et al, 2007)
  • Issues facing broadcast content regulation (Millwood-Hargrave et al, 2006)
  • The Future of Media Regulation in NZ: Is There One? (Price and Brown, 2006)

2. Information

The BSA provides information, advice and support related to broadcasting standards complaints system and the work of the BSA. This includes, but is not limited to:

  • BSA Codes of Broadcasting Practice
  • BSA decisions
  • Classifications and warnings
  • The ‘watershed’ (AO 8:30pm time on free-to-air television)
  • BSA research
  • Advertisements run by broadcasters to publicise procedures for making complaints

3. Partnering, Support and Co-ordination

There is no agency in government charged to co-ordinate media literacy in New Zealand. The BSA has placed itself to act as a central point, to help to raise the profile of existing initiatives and create links between organisations working in the area. Equally, it can partner and/or support various media literacy initiatives. Support need not be financial, it may involve boosting the profile of an event, providing expertise or putting like-minded groups in touch with each other.