Srinakharinwirot University
Bangkok, 03.10. – 07.10.2016

The workshop brought together academic experts of media and communication studies from different social, political and cultural backgrounds in order to find synergies for the development of state of the art and educationally productive concepts of media cultural studies. The transcultural setup of the workshop responded to the fact that all societies and cultures face the challenge of and have to deal with economically driven processes of globalization and the powerful dynamics of cultural, social and media change. Related to these phenomena the workshop was a rare and precious opportunity to bridge Asia and Europe by a transcultural learning partnership of experts in order to build sustainable capacities of knowledge and networks for the ongoing transition of societies.


ZU 3 Participants Marian T. Adolf (Speaker of the Workshop)
Cornelia Wallner (Lead Delphi Study)
Susan Alpen (Project Assistant)
CU 5 Participants
SWU Host Institution
UMK 5 Participants
UPM 5 Participants
AJC 4 Participants
USSH Host institution
UniVie 3 Participants


According to the general goal of the project, i.e. to establish an inter-culturally mindful and scientifically meaningful media literacy learning system, the goals of the workshop were as follows:

  • Getting to know theory-based concepts of qualification of the role of media in relation to society and societal change in the 21st century,
  • Learning about the latest developments and the scholarly state-of-the-art in contemporary Media Culture research,
  • Designing a broad and comprehensive understanding and shared conceptual basis of Media Literacy in order to establish a theoretical foundation for culturally, societally and locally specific conditions,
  • Disseminating, discussing and sharing reflexive and analytical stocks of knowledge on the variety of challenges and problems with regard to implementing Media Literacy, sharing knowledge about and debating existing educational concepts currently included in curricula as well as teaching methods,
  • Developing an initial frame for a MEDLIT-specific system of diffusing knowledge and creating an intellectual climate of critical media awareness and usage against the background of rapid media and social change,
  • At the same time, the workshop allowed for in-depth discussions of the joint Delphi-study and its progress. In particular the national teams discussed the outcomes of Delphi wave 1, extracted and consolidated lessons learned both on a methodological as well as on an empirical level and shared the findings of the national cases. Subsequently, further steps in launching Delphi wave 2 were discussed, including time tables, milestones and the strategies in transferring the outcomes into the following actions.

General Outcome

According to the feedback after the workshop, the meeting was successful, both in relation to the content as well as concerning the didactic arrangements. The general results were:

  • A general theoretical understanding of media culture and media literacy among the participants: knowledge about the various theoretical concepts and analytical approaches,
  • An intercultural concept of media and information literacy: understanding the media cultural approach for inter- and transcultural dimensions of literacy,
  • A better understanding for the joint traits as well as particularities of the national partner’s media cultures and systems,
  • Further methodological exchange and training as well as a modus operandi for taking on board national particularities and priorities.

Important Results

The workshop led to

  • Collectivization of the empirical and theoretical work so far,
  • A better understanding for the national particularities as well as a better understanding of the strategies of the joint effort,
  • Agreement on further actions and closer alignment of the partner’s efforts,
  • Establishing the importance of a culturally sensitive approach to the consequences of media change and mediatization.

Detailed Documentation

For detailed documentation of the Workshop Media Culture, please go to:

DHUB (as this section is for MEDLIT members only, please login with your access data) > Downloads > 07_Documents according to Work Package Structure > 4 DEVELOPMENT – Media Culture > 4.1 Workshop Media Culture