Media literacy in the digital environment: Perspectives, challenges, and potentials for audiences In Serbia

Abstract

Recent public opinion polls indicate that the public’s distrust in traditional news media is on the rise and that citizens increasingly turn to alternative information sources in the digital environment. Professional journalism—burdened by a multifaceted crisis—faces the challenge of maintaining a central position in the public information process. In this environment, media audiences may themselves produce media content and perform some journalistic functions, such as selection and verification of the news. These processes have the potential to contribute to the democratization of public information and to improve the critical capacity of citizens, which could help the public resist manipulation attempts from various political actors and organized interests. In such a context, improving media literacy is often discussed as a panacea for democratic challenges in the digital environment in both academic and media discourses. Similar to other countries, the popularity of media literacy programs in both formal and informal education is on the rise in Serbia. Recent empirical research shows that such programs are not a universal remedy and that their success is contingent on careful planning and setting realistic goals. The first aim of this study is to offer a critical review of the literature on media literacy focusing on theoretical and methodological diversity, as well as on the empirical findings regarding intervention effects. Based on this analysis, we will propose a research agenda with the aim of bridging the works of practitioners and researchers in order to increase the potential of future media literacy programs to improve the civic capacities of digital audiences in Serbia.