Abstract

In this theoretical article, we identify a conceptual error in the notion of ‘global media literacy’ and present and discuss eight typologies of media literacy formed on the basis of the ideological, political and economic dimensions of media and media literacy. While the first four types are past-oriented, they differ in terms of their endorsement or criticism of the government and capitalism. The same holds for the remaining four types except with respect to their future orientations. The time orientation, attitudes towards the government and capitalism determine how media literacy is conceptualized and what type of media literacy is to be promoted. It is proposed that unlike the original sense of literacy which was cognitively based, media literacy is socially constructed, which means that the widespread literacy analogy drawn from reading and writing to media use and interpretation is problematic. Finally, after delineating the eight typologies of media literacy, we discuss whether they apply to the digital world. It is argued that Type 8 media which is future-oriented, anti-government, and anti-capitalist find opportunities in the digital world which they lack due to funding issues in the non-digital world. Another point of the discussion involves the less tribal nature of digital media use since digital media users have access to different views which is not always the case for users of non-digital media. It is hoped that the typology of media literacy presented in this article will be critically discussed and utilized in future studies in the field.