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Media literacy

The role of the media is increasingly important in our society. We can hardly do without it and our communication has changed dramatically. This affects all layers of the population, in all phases of life. The term ‘media literacy’ stands for the set of competencies one needs to actively and consciously participate in the media society. Within, Sound & Vision is the national clubhouse for media literacy.

Kids working on laptops

The impact of media caused the launch in 2008 of the national expertise center It was an initiative of the Dutch ministry of education, culture and science. aims to promote the media literacy of children and young people from 0 to 18 years. has developed a Media literacy Competence Model in which ten concrete and useful competences are mentioned that can be pursued by everyone in the field of media literacy:


  1. Have insight into the medialization of society

  2. Understand how media is made

  3. See how media colors reality


  1. Use devices, software and applications

  2. Orientate within media surroundings


  1. Find and process information

  2. Create content

  3. Participate in social networks


  1. Reflect on one’s own media use

  2. Realize targets with media

My First Sony collection in the archive

Sound & Vision national clubhouse for media literacy is managed by five organizations from the network; ECP, NTR, Kennisnet, the Dutch Royal Library and the Dutch Institute for Sound & Vision as a secretary since 2015. As a center of expertise, focuses on network partners and media literacy professionals. Within, Sound & Vision is the national clubhouse media literacy. As such, it is the place where affiliated organizations meet for events, expert meetings and meetings that are all about connection, enforcement and inspiration.

Kids working together on a tablet

Educational program

Especially for education and for partners in the media literacy field, Sound & Vision develops educational cross-media programs, services and products in which the promotion of media literacy among young people, young people and adults plays a central role. This always involves testing against the aforementioned Media literacy Competence Model.

View our complete educational program
Media Ukkie Land in the Beeld & Geluid experience

Playing field

The playing field of children is changing rapidly. One of the most striking developments is the emergence of connected toys; the Internet of Toys. Little is known about the risks it involves. Therefore, in 2016, commissioned research into this emerging phenomenon with a checklist for parents and the report ‘Internet of Toys: A New Playing Field’ as a result.

View the checklist with ten focus areas in safety and playability (NL).

View the research report (NL)

Research into the media use of Dutch children between 0-8 years.

The report ‘Iene Miene Media’ is presented every year at the start of the Media Ukkie Days, an annual campaign of that focuses on the media education of toddlers and preschoolers.

Download the reports of Iene Miene Media.

Children during the Media Literacy debate

Competence Model

If you don’t know exactly what media literacy stands for, how can you research it, develop teaching materials, or even measure it? To answer these questions, has developed the Media literacy Competence Model based on 10 competences.



Read more about the Media literacy Competence Model