On the Main Theories of Media Education

Abstract

When studying the social factors determining the individual’s formation and activity, it becomes necessary to look at the specificity of mass media functioning  because of its  impact on the individual’s everyday activity.

Relationship with the mass media is a new type of communication requiring, from the individual, certain skills. Media education is believed to be a personality development process through mass communication means.

Media education theories provide a conceptual basis for the cultural-psychological and social-psychological aspects of media education.

The theoretical ground for the ‘practical’ approach is treating media as a customer satisfaction resource. The function of media education is to develop in viewers necessary practical skills.

Different theoretical approaches determine the peculiarities of social expectations in the process of communication, distribution of roles among the participants, acquisition of skills and formation of dispositions for creative activity.