-the process of accessing, analyzing, evaluating and creating messages in a wide variety of media modes, genres and forms.
-uses an inquiry-based instructional model that encourages people to ask questions about what they watch, see, and read.
-provides tools to help people critically analyze messages to detect propaganda, censorship, and bias in news and public affairs programming
-to understand how structural features (such as media ownership, or its funding model) affect the information presented.
-enable people to be skillful creators and producers of media messages, both to facilitate an understanding as to the strengths and limitations of each medium, as well as to create independent media.
-an expanded conceptualization of literacy.
-By transforming the process of media consumption into an active and critical process, people gain greater awareness of the potential for misrepresentation and manipulation (especially through commercials and public relations techniques), and understand the role of mass media and participatory media in constructing views of reality.
source from: Wikipedia, the free encyclopedia, and had been edited.
In my own words, it is about learning and gaining knowledge. It is important definitely. It is not only about listening or seeing, it's also about thinking and analysing.
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