Theo Hug

Debates on media competence and media literacy have been going on now for a few decades.
Many concepts have been developed in various disciplines. Along with that, discourses on
visual literacy have been intensified, too, although visuals have been used in educational
contexts throughout history. But only recently, after almost three thousand years of
historiography, turns like the iconic turn, pictorial turn or mediatic turn have been claimed.
"Competencies of Visuals" (Ratsch et al. 2009) and their epistemological relevance are
intensively discussed in arts, architecture and philosophy as well as in educational,
communication and media studies. In this situation, we are facing new conceptual challenges
for media education and media literacy discourses.
The paper starts (1) with an outline of some points of departures, followed (2) by a discussion
of selected concepts of 'visual competence,' 'media competence' and 'media literacy.' In part
(3), "new literacies" are questioned. Finally (4), the contribution aims at conceptual
clarifications and the relativization of literacy concepts. In this context, medial forms sensu
Rainer Leschke (Media and Forms, 2010) are being considered as a fruitful framework not
only for future developments in media theory but also in media education and educational

Dannelsesbegrepet er borte fra arbeidet med læreplaner. Dannelse brukes i Europa, i Skandinavia og i Storbritannia ( literacy), Tysk (Bildung)
Visual competence. Media literacy and " New literacies".
Visual competence, Media Literacy and New literacies - conceptual Challenges for Media Education
Introduced language in this field. : Mel Bochner 1991
Starting point for conclusion


Visual technology - caveman-ppt- iconocracy - epistemically hopes/fears - video platforms-increased access/Speculative capital-imaginations and boundaries are there. The interplay What can technology and man do. Goes beyond the divine, good message, genesis. Macrocontextual dimension. SCAPE/our time Technoscape-technological networks- flow of images, money, ideas, digital capitlism, cognitive capitalism, political capital etc.
Vieving practises have changed our lives.
TODAY we talk about. Media Konwledge Network society -> Opens up for PICTURAL Mitchell, ICONIC Goody Merchel?, MEDIATIC TURNS interplay of these fields.
Many disciplines, many concepts: focus on knowledge or application, linguistic/receptive barriers (languages) Mainstream elements in English research/ relates to economy and politics. language barriers.
Double dynamics: What do these terms mean?

European charter for media literacy ( french: film, German: technology: http://www.euromedialiteracy.eu/ )

Visual literacy (bildung)

Visual competence (Muller 2008 visual competence cycle: Context level, competence cycle.

Media Literacy

Jenkins H. model ( focus on participation; networking, interaction etc.)

Critical literacy

New literacies

Trendsetting, innovations are the new literacies. If we take literacy to new areas, we miss the aspect on education, to act appropriately. Medialisation: we need new concepts. Literacies have been connected to sex, musical .....etc..pragmatic and not useful any more. Etnographic studies: what is done with the concepts.What abbout new work orders? Claify media political activism and the universal pragmatic diversion to literacy. SIgnificant attribution and knowledge development needs new distinctions and other concepts. Dissemination of meaning is more relevant.

Beyond literacies

Media competence- media education. Education learning cultures Transmedial networking and Techno and culture/ nat science - human hist have become insolite. Internal differentiation is problematic. Ther key function of media forms is important to media education.