​We approach media literacy skills as a complex, existing in language arts, social studies, health, science, and other subjects, as an effective and engaging way to apply critical thinking skills to a wide range of issues. 


We seek to understand young people’s engagement with the media environment, and to inform media literacy practice.

We empbase media literacy training as a mission to provide the foundational understanding of media literacy that is needed globally. 

We work to build an understanding of the role of media in society, as well as essential skills of inquiry and self-expression necessary for all citizens in democratic societies. 

Media Literacy Awareness

We deliver awareness-raising projects and trainings, based on the five principles of media literacy awareness: 

  1. Awareness that all media messages are constructed. 
  2. Media messages are constructed using a creative language with its own rules. 
  3. Different people experience the same media message differently. 
  4. Media have embedded values and points of view. 
  5. Most media messages are organised to gain profit and/or power. 

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 young people:

  • - 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

​In MLA of EYNCRIN we take fostering media literacy and improving digital skills as a multi-stakeholder challenge which involves youth workers and youth organizations, educators, policy makers and industry.

We seek to collaborate together with a range of stakeholders in order to create a learning ecosystem for the 21st century that takes into account the unique needs of the young learners, maximises resources and opportunities, and results in tangible outcomes in a digital future.

We involve young people  as co-designers of this process, building a collaborative and participatory environment where they help create effective digital literacy interventions that are useful and meaningful to them.