We often encounter misinformation, manipulation, sensationalism and hate speech, so it is clear to us why it is important for citizens to be media literate. Therefore, it is clear how important media literacy is in suppressing the aforementioned phenomena.
This was said by the Minister of Culture and Media, Tamara Vujović, during the presentation of the public opinion survey "Media Literacy in Montenegro" organized by the Agency for Electronic Media (AEM).
"Unfortunately, we still cannot boast of great results when it comes to the state of media literacy in Montenegro. According to the research of the non-governmental organization (NGO) 'Institute for Open Society' from Sofia, which was used for the purposes of drafting the Media Strategy 2023-2027, In 2021, Montenegro found itself at the very bottom of the scale when it comes to media literacy," Vujović said.
She pointed out that media literacy is not a luxury, "but the foundation of a democratic society".
She added that it is crucial to empower citizens to be informed, engaged and critically aware members of society.
"As you are aware, the first Media Strategy was recently adopted with the accompanying Action Plan 2023-2024, which emphasizes strengthening media literacy among citizens and represents a comprehensive framework for the promotion of critical thinking, the development of digital skills and the prevention of digital violence. As part of the Media Strategy , we have numerous activities that treat the issue of media literacy as one of the basic skills of the digital age. It is no longer an optional skill in today's world, but is necessary for active participation in modern society," said Vujović.
She pointed out that media literacy is a challenge "for every individual in our society".
Libra: When unverified news is spread from many different sources, the illusion can be created among readers that it is the truth
The Head of Mission of the Organization for European Security and Cooperation (OSCE) in Montenegro, Dominik Vag, said that media literacy refers to "the ability to critically process various media messages".
She emphasized that media-literate individuals are enabled to understand media content, which, according to her, is important in preserving democracy.
"When unverified news is spread from several different sources, the illusion can be created among readers that they are the truth, given their wide media presence," Vag said.
According to her, research has shown that social networks represent one of the main channels of communication.
"Television remains the primary source of information. Citizens primarily perceive media literacy as the ability to value different media content, while a smaller part relates it to other aspects, such as the creation of media content...", assessed Vag.
She emphasized that the media can strongly influence public opinion.
Bakić: Through efforts to raise media awareness, society builds resistance to authoritarian tendencies
AEM Director Sunčica Bakić said that traditional regulation expects citizens to be resistant to misinformation.
"Through efforts to raise media awareness, society builds resistance to authoritarian tendencies. It promotes an inclusive and pluralistic public opinion that is key to the realization of democratic values and processes. That is why the activities we carry out rest on two levels. The first aims to provide data on state of media literacy in order to enter the fight to raise a critical level of awareness ready and to identify groups that require our special attention," said Bakić.
She added that the second level entails raising awareness of media literacy in identified groups.
Bakić emphasizes that "the oldest members of society require help in navigating the sea of disinformation".
Raičević: Every phone is a medium, every account has become a way of communication
Vladimir Raičević (IPSOS) said that we are witnessing progress in terms of information.
He noted that the research was conducted on a sample of 1.003 people.
He said that 21 percent of respondents spend more than six hours on the Internet.
"Three quarters of citizens have an account on a social network. Facebook is dominant (64 percent), followed by Instagram (59 percent), YouTube (28 percent). Today, every phone is a medium, and every account has become a way to communicate. Three quarters of citizens "Montenegro is informed, several times a week, through television and then online media. Radio is slowly coming back to the scene," Raičević said.
He pointed out that "the age group from 16 to 29 uses social media the most, which is expected".
Raičević said that citizens most believe "what they hear from people in the environment".
"Traditional media enjoy greater trust. Television remains the key to verifying the truth, and the Internet for up-to-date information," Raičević said.
According to him, television has the greatest influence on the opinion of citizens.
"It has been observed that the media can influence political decisions and decisions - both through biased reporting and through an imbalance in the amount of media space dedicated to different points of view... The Internet, i.e. social networks and online publications, are most often perceived as a source of fake news.. ", Raičević said.
As he explains, the results of the research showed that five percent of citizens believe that fake news is not present in Montenegro, while 68 percent believe that it represents a threat to democracy.
Raičević said that the media literacy index is 12,2, while its value can range from 0 to 25. According to him, this will be a parameter for recording further progress or stagnation.
"Citizens primarily perceive media literacy as the ability to evaluate different media content. About 90 percent of citizens believe that media literacy is important for citizens..." Raičević said.
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