“Let’s choose what we watch” campaign launching

Montenegro Agency for Electronic Media and UNICEF initiate the media literacy campaign “Let’s choose what we watch”

UNICEF Montenegro
Media literacy logo
UNICEF Montenegro
19 February 2018

PODGORICA, 19 February 2018 - Numerous studies worldwide indicate that violence in the media can contribute to increased aggressiveness in children, while educational content in the media can help children acquire certain knowledge and skills more quickly. Therefore, it is crucial to carefully choose the media content.

Research around the world shows that children need guidance from their first interaction with the media. This guidance should primarily come from parents.

Media are entering our lives more and more every day. For this reason, it is important to understand how they function and to recognize when they have a positive and when a negative influence on child development.

Abaz Beli Dzafic, Director of Montenegro Agency for Electronic Media
Director of Montenegro Agency for Electronic Media Abaz Beli Dzafic
UNICEF Montenegro / Dusko Miljanic / 2018
Director of Montenegro Agency for Electronic Media Abaz Beli Dzafic speaking at the launching of the media literacy campaign in Podgorica in February 2018

For this reason, Montenegro Agency for Electronic Media and UNICEF launched a media literacy campaign with three TV commercials aimed at parents. Their key message is: “Let’s choose what we watch“. These TV commercials were created and successfully used in the campaign which had the same name and was implemented by UNICEF and the Agency for Electronic Media in Croatia.

Let's choose what we watch, let's analyze and critically assess all media contents and let's do this together with our children from early childhood on.

Osama Khogali, UNICEF Representative to Montenegro
Osama Khogali, UNICEF Representative to Montenegro
UNICEF Montenegro / Dusko Miljanic / 2018
UNICEF Montenegro Representative Osama Khogali speaking at the launching of the media literacy campaign in Podgorica in February 2018

The aim of the campaign is to promote media literacy among parents and children, to improve the quality of media reporting on child rights issues and to raise the quality of media programs for young people in Montenegro.

By increasing the level of media literacy, we develop people’s decision-making skills in relation to the selection of the media content to be consumed. We also develop people’s abilities to critically assess and analyze media messages. We cannot expect parents and children to develop these skills on their own. For this reason, we have a great responsibility and obligation to support them in this regard.

Abaz Beli Dzafic, Director of Montenegro Agency for Electronic Media

Dzafic and Khogali agree that, in the digital age, media literacy and media regulation do not exclude, but rather complement each other. It is impossible to completely isolate children from harmful media contents. Therefore, it necessary to support them to grow into media-literate citizens.

This means that they will not only be able to choose what they watch every day, but also to analyze and critically assess what they are watching, as well as to produce different media contents and share them with others in a safe and responsible way.

Osama Khogali, UNICEF Representative to Montenegro

A survey will be carried out within this campaign to learn how children negotiate with parents their access to media, how they talk to parents and peers about what they see, and how they interpret and use the information from the media.

Also, through the campaign, cooperation between children and the media will be strengthened, so that media quote young people more often, make better quality reports on child rights issues and improve the quality of media programs for children in Montenegro.