THE STUDY ON THE PARTICIPATION PATTERN OF MEDIA ENTREPRENEURS TOWARD THE PUBLIC’S MEDIA LITERACY ENHANCEMENT

Abstract

The objectives of this research article were to investigate patterns toward the public’s media literacy enhancement by media entrepreneurs. In this action study, qualitative research tools were employed to collect data from key informants, including 15 media entrepreneurs and media specialists, and 27 stage workshops with the total number of 162. The data obtained were analyzed and presented descriptively. The findings suggested that the patterns of media literacy formation by media entrepreneurs consist of 1) providing knowledge and enhancing media literacy which should be proceeded with media consumers in educational institutes and in forms of media literacy training programs for the targeted, 2) developing media consumers into active citizens along with constructing media citizens in order for these people to take part in protecting their freedom, to verify public information and to respect others’ opinions, 3) enhancing responsibilities of media entrepreneurs through incentive measures along with assigning duty indicators coupled with assessment system in order for the outcomes to be processed as tax reduction,              4) employing public media channels to produce media literacy programs, which, with freedom, must not be corruptible by financial incentives and political power, 5) enhancing self-monitoring among media entrepreneurs with media monitor or media watch through the consideration of committee consisting of media entrepreneurs, volunteers, media consumers, and academics, 6) direct financial supports from responsible bodies to produce media literacy programs.