The media coach training processes pay attention to individual skills and environmental factors. Individual skills – here defined as the capacity to operate - is developed along three (...)

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Media Coaches competences

The media coach is responsible for initiating media projects within a variety of environments and contexts; therefore we talk about individual skills, knowledge and attitude, as well as environmental factors.

Individual skills:

Are defined as a personal, individual ability to exercise certain skills (access, use, analyse, understand and create). These skills are found within a broader set of abilities that allows for increasing levels of awareness, the capacity for critical analysis, a creative, problem-solving capacity and the ability to create and communicate content inter alia participating to public life;

Environmental factors:

A set of contextual factors that affects individuals and relates to media education, media policy, cultural environment, citizens’ rights, the roles that the media industry and civil society play, etc.

Core competences:

Media literacy is generally defined as the ability to access the media, to understand and to critically evaluate different aspects of the media and media contents and to create communications in a variety of contexts. Media literacy relates to all media, including television and film, radio and recorded music, print media, the Internet and other new digital communication technologies.

Today media literacy is one of the key pre-requisites for active and full citizenship and is one of the contexts in which intercultural dialogue needs to be promoted. To become a competent media coach, educators should acquire the adequate knowledge, skills and attitudes.