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A media education perspective

Cultures of media practice and `media-bildung'

Helmut Schmidt University, Hamburg, nohl{at}hsu-hh.de

This contribution introduces, from a media education perspective, two concepts which may be useful for further theoretical reflection upon the rich empirical material provided in the other articles of this special issue. The first concept, 'cultures of media practice', refers to habitualized patterns of media practice collectively shared by members of a specific social group. The articles provide many examples of such cultures of media practices, including different 'experiential spaces' such as gender, ethnicity, social class and generation. The second concept, 'media- bildung', covers fundamental changes which people undergo in their attitude towards the subject-matter covered by the media and/or the media itself. In the contributions to this special issue such processes of 'media- bildung'can be identified along with processes of media learning in which people acquire new knowledge and/or develop new skills without transforming their orientations.

Key Words: audience • cultures of media practice • learning • media-bildung • transformation of orientations

European Journal of Cultural Studies, Vol. 10, No. 3, 415-419 (2007)
DOI: 10.1177/1367549407079716


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