Office of Communications (Ofcom) (return to blog) Biography

Under section 14 (6) of the Act we have a duty to make arrangements for the carrying out of research into the matters mentioned in Section 11.

As part of the Digital Britain Final Report (2009), the Government has asked Ofcom to lead the Consortium for the promotion of Digital Participation - developing and delivering a Social Marketing Programme and Targeted Outreach which will form part of a National Plan for Digital Participation.

Media Literacy

Ofcom works to the definition of media literacy as ‘the ability to use, understand and create media and communications’. Ofcom recognises that stakeholders will continue to use whatever definition of media literacy emphasises their own priorities and suits their particular aims and objectives.

Ofcom’s work in this area is intended: to provide people with the opportunity and motivation to develop the competence and confidence to participate in the digital economy and society; and to inform and empower people to manage their own media activity (both consumption and creation).

Ofcom uses media literacy to articulate how consumers / citizens make sense of and engage with the media within a dynamic market and social context. It does this in two ways:

• It offers research and insight into how people are actually using the media and the effects the media have on their live.
• It offers an evidence-based framework to inform interventions to increase positive interaction with media (using the key headings, Use, Understand, Create).

Building partnerships and supporting existing partners forms a central part of fulfilling our Media Literacy duties. We have put media literacy clearly on the agenda of stakeholders - including policy makers, education, industry and the voluntary sector - providing leadership and stimulating debate, adding value to existing media literacy activity, catalysing new work, and promoting and directing people to advice and guidance on new communications technologies.

We use our portfolio of research to define priorities for action, both for Ofcom and for our stakeholders. Research helps us identify the skills gaps and issues, directs our activity and measures our progress towards achieving our goals.

The increasing importance of media literacy, not just for individuals but for society as a whole, is reflected in important initiatives such as the formation of the UK Council of Child Internet Safety (UKCCIS) and the Ofcom-led Consortium for the promotion of Digital Participation as recommended in the recent Digital Britain Report.

We are working closely with UKCCIS to improve the safety of children when they are online. We also support Get Safe Online, with the aim of providing users with the information they need to stay secure when using online content and services.

Developments in Europe also have a direct or indirect bearing on media literacy promotion in the UK; examples include the European Commission’s Communication on a European approach to media literacy in the digital environment (2007), its recent Recommendation, the Audio-Visual Media Services Directive and the Safer Internet 2009-2013 programme. Therefore as the promotion of media literacy moves up the policy agenda there is a growing need to maximise efforts to understand and share learning about emerging issues at a European and international level. We cooperate with European counterparts (particularly the European Commission), providing leadership and stimulating debate with stakeholders, and contribute at conferences and events throughout the UK, in Europe and beyond.

The work of the Associate Parliamentary Media Literacy Group that we provide the Secretariat for is important in raising awareness of key issues among Peers and Members of Parliament. The Group has attracted several new members and its supporting website was re-launched in April 2009. (http://www.apmlg.org.uk/)

Digital Participation

The Government defines Digital Participation as “Increasing the reach, breadth and depth of digital technology use across all sections of society, to maximise digital participation and the economic and social benefits it can bring” (The Final Digital Britain Report – Page 41 www.culture.gov.uk/images/publications/chpt2_digitalbritain-finalreport-jun09.pdf) and has asked Ofcom to lead the Consortium for the Promotion of Digital Participation and develop and deliver a Social Marketing Programme and Targeted Outreach which will form part of a National Plan for Digital Participation.

The idea of the Consortium has been received very positively by industry and the third sector. It has over 60 members, who will contribute expertise and communications channels to promote Digital Participation. UKCISS and Get Safe Online are also represented on the Consortium. The Consortium was formally launched on 15 October 2009.

Ofcom supports a range of initiatives which explore the impact of digital services on people in relation to the range of services that communications stakeholders now offer and the role of regulation in this fast changing sector.

Research

Ofcom produces a range of research, some of which is highlighted here: In April 2008, we published a quantitative and qualitative research report into people’s attitudes, behaviours and use of Social Networking sites. In May we published the Media Literacy Audits – Reports on UK Adults’ Media Literacy and UK Children’s Media Literacy, updating the 2006 Media Literacy Audit. The key objectives of the Audits are:

• to provide a rich picture of the different elements of media literacy across the key platforms of television, radio, the internet and mobile phones;
• to identify emerging issues and skills gaps; and
• to provide insights that will help to target both Ofcom’s and stakeholders’ resources for the promotion of media literacy.

In September 2008 we published the Media Literacy Audit - Media Literacy of UK adults from ethnic minority groups - this report looks specifically at the media literacy skills of adults (aged 16+) from ethnic minority groups (EMGs) within the UK population.

In March 2009, we published a quantitative report on Citizens’ Digital Participation investigating the role of the internet as an enabler of digital participation Citizens’ Digital Participation | Ofcom. Between April and June 2009 we published a new series of short reports entitled Digital Lifestyles, analysing data about people’s attitudes and behaviours relating to communications technologies and identified five segments, based on the relationship people have with media devices. The specific reports address the media literacy skills of adults aged over 60, young adults 16-24 and parents of children under 16. These reports are designed to give an accessible overview of media literacy among these specific groups and aim to support people working in this area to develop and promote media literacy. 

• Media Literacy Audit - Digital Lifestyles: Hesitants, Resistors and Economisers
• Digital Lifestyles: Adults aged 60 and over
• Digital Lifestyles: Young adults aged 16-24
• Digital Lifestyles: parents of children under 16

In June 2009 we published an Audit of learning-related media literacy policy development. This report was our first joint commission with the Department for Children, Schools and Families and explored how the promotion of media literacy stretches across a range of public policy agendas. In September, we published new research into Children’s and young people’s access to online content on mobile devices, games consoles and portable media players.  

In October we published two reports on media literacy among UK children's and adults’ media literacy – both provide trends over time. The purpose of the reports is to support people working in this area to develop and promote media literacy among these groups. http://www.ofcom.org.uk/advice/media_literacy/medlitpub/medlitpubrss/uk_childrens_ml/ http://www.ofcom.org.uk/advice/media_literacy/medlitpub/medlitpubrss/uk_adults_ml/ In November 2009 we published a qualitative research study examining How people assess online content and services.

We have also produced four guides for parents and carers on:

• Protecting your children in a digital world (video and pdf available)
• Parental controls for mobile phones and, if they need to, how to report inappropriate content 
• Parental controls for games consoles and portable media players, if they need to, how to report inappropriate content
• A guide for parents and carers on mobile location based services

We have continued to publish our monthly Media Literacy e-bulletin to approximately 1600 stakeholders and have helped a wide range of organisations promote their media literacy work.

Finally, Ofcom in collaboration with other regulators and institutes has developed this International Media Literacy Research Forum to provide a platform to improve understanding of the emerging issues, to promote innovative methodologies and to raise media literacy up the agenda of policy-making bodies across the world. The Forum is intended to provide a platform for professional researchers, policy makers/regulators and practitioners from across the world to share knowledge and expertise in the field of media literacy research.