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MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices Parliament between 2006 and 2007 (Maruja Rodriguez, Matteo Zachetti and Aviva Silver, among others), which ends precisely with the enactment of the European Directive Audiovisual Services. The last section of the legal implementation of media literacy in Spain runs the thread of the discussion and the drafting of the successive projects of the General Law of the Audiovisual. In it,-and the indirect effect of the III Conference EAVI Citizens' participation to public life through Media done at the Spanish Senate in November 2009 —the government and various political groups raise awareness of the need to give legal status to the obligation of promote the media literacy and on the last stretch of drafting the Law amendments which are adopted to provide. 2.1. Latest advances Nowadays, the EU puts great emphasis on skills, both creative and critical, of the citizens in the media. So far the issue was not mentioned in the legislation and the creative aspect was secondary in the whole theoretical tradition. Secondly, there is an idea that these critical and creative capacities are essential for the vitality and the smooth operation of media services. From the development of these capabilities will be derived, according to the Commission, a fundamental improvement in the media in issues such as transparency, pluralism and communication security. We moved away from the traditional idea develop in large parts of the media industry to consider media criticism as a limitation on freedom of communication. Lastly, it is also a new idea that media literacy is a task for everyone and not just the purpose of formal education. The Audiovisual Councils as independent bodies and regulators have promoted initiatives related to media literacy environment. Specifically, the Audiovisual Council of Andalusia, almost since its creation affects in "the need for a proper education of citizens, especially the youngest, to promote freedom and ability to defend their rights as users of the visual system ". In this line there have been numerous performances and they focus on the protection of children rights, studies to determine the habits, opinions, evaluations and expectations of the Andalusian population with the audiovisual media (audiovisual Barometer of Andalusia), instructions about matters such as advertising service and personal contact sexual services or treatment recommendations on media cases, toy advertisements on television, the appearance of minor emission of dramatic events, violence in sports, informative treatment of politics during elections or the media treatment of immigration. The last action of the CAA has focused on the organization of a conference on Media Literacy and Children, in collaboration with the School Board of Andalusia, celebrated in Granada in October 2011. We should note here that the job of the Catalan Audiovisual Council, national and other European bodies such as OFCOM and CSA and American as CNTV of Chile. In particular, the last one has a long history in Media Education. The CNTV search for the formation of a critical citizenship, informed and responsible to contribute to a quality television, respectful with the protection for 161
MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices the children hearing, the dignity of the people, cultural, ethnic and religious diversity, among others, while promoting parental controls so that parents guide TV consumption of their children in an informed, educated and active way. One of the warnings of this and other regulatory agency understand that "as the media and open opportunities for citizenship are constituted like tools of expression, social development and inclusion also configure risk scenarios, especially for children and youth. The TV is a social good for which a right is practiced, as evidenced by the constant increase in citizen complaints about the contents of this media. The TV landscape is diversified and it begins more complex: the digital spectrum can accommodate many more services than the analog spectrum television and the television contents dissociate from the media. Audiences does not watch TV only trough the television, because this consumption has diversified to others audiovisual platforms and mobile phones. Thus, monitoring, control, decisions, recommendations and ultimately, sanctions of these regulators provide an important support for the development of media literacy also of quality. Of course, in university circles, research groups directed by experts as Aguaded (University of Huelva), Pérez Tornero (UAB), Fontcuberta (Pontifical Catholic University of Chile) or Beaumont Fernandez (Universidad Carlos III of Madrid), have launched research projects whose reference is media literacy and therefore the quality of journalism. And it is from this area, the university one, from which the emphasis is not on what (the critical formation of the audiences above all the media contents) but how (method of measurement and analysis of the levels of quality of the audiovisual and digital products). In the last congress Communication and Risk organized by the AE-IC (Tarragona, 2012) have presented submissions which studies the quality of journalistic content. The proposal:"The challenge of excellence. Indicators to measure the quality of journalism "is intended to lay the foundations for a method of analyzing the quality of the productions to arrange journalistic, textual and contextual aspects, so, not only those derived from the final product but also those related to production conditions, so it can be interpreted possible interests in the inclusion and treatment of certain news. The study method will consider from deontological aspects related with the use of sources, from its identification and plurality of character. They also have a fundamental weight on issues as the originality of the themes facing the derivatives of the official agenda, or the bet for the investigative journalism. The ability to develop the issues in depth, the variety of informative-interpretive genres, the plurality of opinion signatures, the autonomy of the editors or the expressive richness and the linguistic correction are others indicators to include. Another communication "The Value Added to Journalism, as a tool to establish the criteria of a quality journalism" which means that the definition of quality journalism based on ethical principles as veracity, contrast, coherence and fairness stumble with economic, ideological and paraprofessionals working. 162
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