In EYNCRIN we see media literacy as the ability of young people to access, analyze, evaluate, and create media. 

​We strive to support and sustain media literate youth who are equipped with knowledge and skills to comprehend the complex messages we all receive from television, radio, Internet, newspapers, magazines, books, billboards, video games, music, and all other forms of media.  We empower young people with skills that allow them to consider the purpose of the information they are viewing, the credibility of the source, as well to draw a conclusion about the viewpoint or position being presented.

In 2018 the EU established the European Media Literacy Week in order to raise awareness of the importance of media literacy across the EU and to highlight different existing initiatives, in particular those at regional and national levels.

Media literacy skills are included in the educational standards of every state—in language arts, social studies, health, science, and other subjects.  Many educators have discovered that media literacy is an effective and engaging way to apply critical thinking skills to a wide range of issues. 

EYNCRIN Media Literacy LAB`s approach to media literacy education comes from a media justice framework:

  • Media Justice speaks to the need to go beyond creating greater access to the same old media structure.
  • Media Justice takes into account history, culture, privilege, and power. We need new relationships with media and a new vision for its control, access, and structure.
  • Media Justice understands that this will require new policies, new systems that treat our airways and our communities as more than markets.

Media literacy skills can help youth and adults:

- Develop critical thinking skills
- Understand how media messages shape our culture and society
- Identify target marketing strategies
- Recognize what the media maker wants us to believe or do 
- Name the techniques of persuasion used 
- Recognize bias, spin, misinformation, and lies 
- Discover the parts of the story that are not being told 
- Evaluate media messages based on our own experiences, skills, beliefs, and values 
- Create and distribute our own media messages
- Advocate for media justice