Abstract
Media industry representatives have supported and created media literacy initiatives beginning in the 1960s and up until the present time, helping to advance the media literacy competencies of citizens. But the media industry's role in media literacy education has been controversial as diverse approaches have been used by media organizations including the film, news, broadcast, and cable TV industries, advertisers, and technology and digital platform firms. The media industry has supported outcomes such as increasing consumer demand for media products and services, advancing consumer protection or harm reduction, celebrating creative self‐expression, and cultivating advocacy among members of a target audience. The media industry's involvement in media literacy is part of a wider cultural trend that is occurring as deregulation of media industries places more responsibility on the shoulders of individuals. Diverse stakeholders aim to build bridges between the classroom and the culture, encouraging people to move from passive spectators to active participants in an increasingly mediated world.
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