May 2023 saw the successful completion of Evaluating Media Literacy with a Theory of Change. This project, funded by the UK government and led by the Centre for Excellence in Media Practice (CEMP) at Bournemouth University, was undertaken in association with MILA. It enabled the elaboration of a robust evaluation framework for measuring the impact of media literacy interventions.
The project drew from research into around thirty current or recent media literacy initiatives in the UK. It produced a transferable and sustainable framework and methodology that can be used not only for the independent evaluation of media literacy initiatives but also to inform their future design.
The evaluation framework uses theory of change to help measure the impact of media literacy initiatives for four elements:
- full and safe access to digital technology and media;
- critical awareness of media representations and what content and information can be trusted;
- the capability to use media literacy actively, rather than as passive consumers;
- the critical understanding of the consequences of actions in the media ecosystem and how to use capabilities for positive consequences.
This evaluation approach measures the impacts of projects in terms of the difference media literacy makes to people’s lives, the way people engage differently with media, changes to their media behaviours and how they use their media literacy for positive actions in the world.
MILA’s involvement in this project is a pointer to how it can engage with stakeholders for future activities, where the Alliance can contribute as a critical friend or as a partner drawing from multiple areas of expertise and professional settings. See the project website for further details about conclusions and outputs.