Rambo Amadeus: the society of tomorrow depends on media literacy development today
The media literacy campaign “Let’s Choose What We Watch” has doubled the number of parents who are talking to their children about the content they follow in the media – almost two-fifths of parents (38%) are doing this now
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The media literacy campaign “Let’s Choose What We Watch” has doubled the number of parents who are talking to their children about the content they follow in the media – almost two-fifths of parents (38%) are doing this now, as compared to one-fifth (21%) of parents who did so at the start of the campaign
Podgorica, 5 MARCH 2020 – “The media content our children and adolescents are exposed to today and the extent to which we develop their media literacy now will have a direct impact on our society tomorrow, when these children, based on inevitable biological laws, take over social functions from us,” UNICEF National Goodwill Ambassador Antonije Pušić, better known as Rambo Amadeus, said at the presentation of the results of the media literacy campaign “Let’s Choose What We Watch”.
Young reporters Nađa Lalović and Emir Drešević presented the IPSOS Agency data from December 2019, according to which one in every two parents now restricts the content and time their children spend watching TV or surfing the internet, as compared to one in every three parents who did so at the start of the campaign. Furthermore, almost two-fifths of parents (38%) are talking to their children about the content they follow in the media, as compared to one-fifth (21%) of parents who did so at the start of the campaign.
Media literacy is developed through careful selection and critical analysis of all media content. There is currently a lot of debate about false information and fake news as an important social problem. Media literacy is the only long-term response to such phenomena. This is why we take particular pride in the results achieved within the campaign to date.
Her colleague Emir Drešević is pleased with the fact that parents have heard the messages of the campaign.
We call upon parents to continue to choose what they watch, listen to and read along with their children, talking about it in order to encourage critical thinking and analysis of all media content.
Most of the anomalies in the behaviour of individuals or the society in which we live can largely be interpreted as a consequence of non-critical exposure to media propaganda during the destructive nineties of the last century, when those parts of our society that at present are at the peak of their productivity were at the age of adolescence, adopting non-critically propaganda content as a model of thinking.
Pušić added that it is very important that young people choose what they watch and critically analyse all the content, as well as that the development of a media-literate society should be supported.
The media literacy campaign “Let’s Choose What We Watch” was launched by the Agency for Electronic Media of Montenegro and UNICEF in February 2018, first and foremost with a view to promoting media literacy among parents and children, as well as to improve the quality of media reporting on issues relating to the rights of the child, and to enhance the quality of media programmes intended for young people in Montenegro.
The success of the campaign has also been recognized at the international level, through the Global Media and Information Literacy Award that was presented to the campaign in September 2019. The award was presented by the UNESCO-led Global Alliance for Partnership on Media and Information Literacy (GAPMIL), in cooperation with United Nations Alliance of Civilizations and an international university network.
