MEGATRENDS AND MEDIA

TRANSFORMATION OF THE MEDIA GARDEN
can be also deined as shared beliefs among the family members about
what is important, what to do, what to prefer, how to make choices,
what to expect from the family members, etc. As noted by Ilguniene and
Griškevičiute “all fundamental family values have a spiritual basis and are
essential for harmony in family life”. 2 They are partly constant and partly
changing. However, the question of contemporary family values is highly
topical. In this text we want to depict the family values related to media
education and perceive them from the point of view of contemporary
children. E.g. Livingstone 3 depicts the trend of new socialization and
media effects that spread towards to unknown and less clear actors.
Contemporary children grow up into a fast changing society where their
socialization is provided by new ways and through new factors. In plural
and medialized society apart from educational and socialization actions
of parents, teachers and other immediate social ideals there comes into a
socialization play many other actors and mediated patterns of behaviour.
Does it mean that children are less affected by educational efforts of their
parents? Is development of media literacy in families part of their values
today? Do children relect these ideas in their everyday lives? What
challenges brings it to the family life nowadays?
2 Medialization of contemporary family and its educational
context – example of the Czech Republic
According to various sources, contemporary European family can be
called media-rich. 4 Data of the Czech Statistical Ofice 5 show that in
Czech households with children the computers are represented by 92 %,
internet connection has up to 91,5 % households with children, mobile
phones 99 % of households with children. Similarly the survey data of the
Centre of Media Studies 6 inform about the situation in Czech households
2 ILGUNIENE, R., GRIŠKEVIČIUTE, D.: The involvement of social educators
in the cultivation of family values. In Social Education/ Socialnis Ugdymas.
2012, Vol. 20, No. 31, p. 90 – 101.
3 LIVINGSTONE, S.: Young People and New Media. London : Sage, 2002.
4 LIVINGSTONE, S.: Young People and New Media. London : Sage, 2002.
5 Informační společnost v číslech 2014. Český statistický úřad. [online].
[2015-01-25]. Available at: .
6 CEBE, J. et al.: Stav mediální gramotnosti v ČR. 2011. [online]. [2014-08-
25]. Available at: .
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