Media literacy is increasingly becoming an important component of European and national policy agendas in the media and communication sectors. The new Audiovisual Media Services Directive (AVMS), for example, sets out a reporting obligation for the Commission to measure levels of media literacy in all the Member States. Whereas the media remain key enablers for European citizens to better understand the world and participate in democratic and cultural life, media consumption is changing. Mobility, user generated communication, Internet and booming availability of digital products are radically transforming the media economy. As a consequence, it is crucial to build up better knowledge and understanding of how the media work in the digital world, who the new players in the media economy are and which new possibilities, and challenges, digital media consumption may present.
