Abstract:

Media are part of life. They are no longer just means of information and entertainment, but influence the thoughts, behavior, actions of people, especially among the youth. In the context of the developed society of the 21st century, media literacy has become a life virtue. The conviction is that literate/knowledgeable users have a base for reading media messages in new media products. The rapidly developing technologies and their relationship with new media creates in elders an attitude of a desire for development and qualification. This paper tracks how competence helps in the communication between journalists and readers/users of media services; analyzes the need for a change in the curriculum of higher education and attitudes towards continued education and qualifications, tailored to the challenges of the Internet and new media; comments the degree of media literacy among students in journalism-related subjects and how media literacy carries/adds “added value” to the information, the media product, i.e. broadens viewpoints, adds awareness and draws trends. The tasks of this research are to explain the way new media is adopted and used, and the prospects of improving the quality of the educational process in the higher education and intercultural education. Emphasis is placed on teaching “media literacy” as a characteristics of European education policy, which leads to safe media use, informed choice, and unlimited opportunities for communication. Modern issues are also interpreted by the experience if established scientists and leading figures in society to motivate young researchers and students towards “media literacy” to integrate media into education and improve the e-learning environment. This research sheds light on a current issue of contemporary education and training, demonstrates the need and encourages activities and initiatives to improve the quality of media education in the university environment. It imposes new virtues in the educational process – new educational programs, educational standards, and governing bodies. Thus, the educational paradigm of “education for life” is changing into “learning through the entirety of your life” which defends the position of education as a virtue and element of the culture of relationships in the new millennium.

Keywords:

Education, higher education, internet, media literacy, media.