NEOPHODNOST REDEFINISANJA POJMA MEDIJSKA PISMENOST U VREME VLADAVINE KEPTOLOŠKIH ALATA
THE NECESSITY OF REDEFINING THE CONCEPT OF MEDIA LITERACY IN THE ERA OF CAPTOLOGICAL TOOLS

Summary/Abstract: This paper explores the complexity and various aspects of media literacy, emphasizing its evolution and significance in the contemporary digital environment. Definitions of media literacy encompass a wide spectrum, from basic abilities in creating and understanding media content to critical thinking and analysis of media metalanguage. The introduction of the concept of “captology,” a discipline studying the influence of sophisticated algorithms and computer programs on user decisions and behaviors, further underscores the complexity of the modern media landscape and the need to expand traditional definitions of media literacy. Introducing the concept of captology can provide a theoretical framework for critically understanding and analyzing contemporary media practices, complementing traditional approaches to media literacy. New captological tools influence user values independently of message content, thereby expanding the scope of manipulation beyond textual interpretation, directly impacting users’ value systems and ideologies. Given that every media text carries ideological weight affecting users, the concept of captology highlights the need to enhance media literacy to recognize new levels of manipulation shaping user consciousness and behavior. Introducing captology as a theoretical framework enables critical understanding and analysis of contemporary media phenomena, supplementing traditional approaches to media literacy. Finally, the paper emphasizes the necessity of redefining the concept of media literacy to adequately respond to the challenges of today’s media landscape, highlighting the importance of research in the emerging field of captology for practical application in media practice.

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