Digital media expert Markus Viljasalo is a volunteer trainer for the media education project in Palestine. / Photo: Karoliina Knuuti

Online Media Guide spreads critical media literacy

A media guide, produced by the Finnish Lifelong Learning Foundation, helps in the building of Palestinian civil society. The guide is a free online resource for all. Its core message: critical media literacy is a crucial civic skill of the social media age.

– When you understand how media functions – and how to use its channels yourself – you are in a better position to evaluate its content and trustworthiness. A critical reading is crucial, regardless of the source, says Karoliina Knuuti, producer of the Media Guide.

For much of early 2016, she has been headquartered in Ramallah, the capital of the Palestinian National Authority in the West Bank. Knuuti coordinates a project, which supports the building of Palestinian civil society through media education. The project is run by the Finnish Lifelong Learning Foundation and funded by the Finnish Foreign Ministry.

The Media Guide, produced in the project, is a central tool for its media education activities. The Guide was published online in the end of April in Arabic and English.

Critical attitude as an anchor

According to Karoliina Knuuti, critical media literacy is a basic civic skill.

Karoliina Knuuti / Photo: Anna Tervahartiala

– Media constantly tries to influence us but critical readers are unlikely to be carried along into whichever direction.

This is especially important for Palestinians who have for over six decades lived under the Israeli-Palestinian conflict. Continuous media warfare is waged alongside the conflict, with both parties defamating each other.

Equally, a European, following the crisis through media, needs his or her dose of media criticism.

– The information machinery of Israel is very professional and efficient. Therefore Western media mainly relies on information produced by only one party of the conflict, Israel, Knuuti explains.

Tools for understanding media

The Finnish Foundation partners with the Media Development Center of Birzeit University, near Ramallah, in the project. The staff of the Centre participated in producing the content of the Media Guide, along with Karoliina Knuuti and a group of Finnish masters’ degree students of journalism.

The online guide is available to be used freely by anyone interested in media basics, marketing and media ethics. It contains a variety of tools for media analysis and evaluation of information.

– For example, we explain why a media outlet should always rely on a clear ethical code. In Finland adherence to a national code for journalists bears fruit in the form of ranking first in the World Press Freedom Index, Knuuti illustrates.

A free resource for all

The main target group for the Media Guide are Palestinians. Pirkko Ruuskanen-Parrukoski, CEO of the Finnish Lifelong Learning Foundation, hopes that the guide will also be used widely outside Palestine.

-In this age of social media every citizen is both a media consumer and content producer. Media education for adults must not be overlooked, Ruuskanen-Parrukoski says.

The Media Guide
– is an online publication on journalism, marketing and social media, compiled by communications experts
– is available in English and in Arabic
– is freely available online on www.mediaguide.fi; the Arabic version functions best with the browsers Firefox, Safari or Chrome
– was produced within the Civic skills via media education in Palestine project by the Finnish Lifelong Learning Foundation, funded by the Finnish Foreign Ministry.
Translation from Finnish and adaptation by Markus Palmén. Originally published in Souli Media.