Item
Transformation of the Creative Industries Image Due to the Media Literacy of the Social Media Audience
- Type
- Journal Article
- Author
- Marianna Shmatko
- Year
- 2025
- Publisher
- Media Education (Mediaobrazovanie)
- Abstract
- Active measures are being taken to stimulate the growth of the creative economy at the state level in many countries. Therefore, the integration of the media literacy into public communication about the cultural and creative industries development becomes urgent. That will help the society not only to navigate the extensive information flow of various practices supporting the culture sphere and stimulating the creative production, but also to effect consciously on public policy in these areas. The research purpose is to regard how the creative industries image is transforming due to the media literacy of the social media audience, and with which of the existing creative economy development concepts (policies) this image correlates. The research results were obtained by using the monitoring and the content analysis of materials about the creative and the cultural industries from YouTube, Telegram and VKontakte. The author also carried out the statistical accounting of the various forms of media literacy among the Russian-speaking audience in the social media thematic channels and communities. As a result, the rating of the most popular creative activities was formed. The quantitative data presented in the article clearly demonstrate that the Russian-speaking audience of the social media thematic channels and communities consciously differentiates and selects the content about such creative industries as development of computer games and digital products, production of modern music, marketing, advertising and PR, industrial and environmental design. The research confirms that the cultural industries image is rapidly transforms into the creative industries image under the media literacy influence, and the "CreaTech" idea prevailing in its base combines itself the creative skills, innovations and digital technologies. Thus, due to the media literacy, the demand for the more active discussion about the role of creative work and education in creative professions between the state and the society is forming.
- Language
- English
- Keywords
- Media Literacy, Advertising Literacy
- Tags
- Visual communication, Narrative and storytelling
- PGDMIL Course
- C02 – Media, Technology and Content
- PGDMIL Block
- C02-B3: Advertising and MIL
- Has Part
- C02-U10: Advertising: The Creative Process
- Corpus Status
- Pending Review
Similar Articles
- Development and Validation of a Smoking Media Literacy Scale for Adolescents
- The Promises, Challenges and Futures of Media Literacy
- Developing and validating a media literacy self-evaluation scale (MLSS) for elementary school students.
- Advertising or not advertising: representations and expressions of advertising digital literacy on social media.
- Towards a comparative and integrative framework for regulatory oversight of online advertising: Challenges, mitigation strategies, outcomes, and areas of intervention
- Targeted Digital Advertising and the effect of Digital Literacy