The article attempts to identify and characterise the selected social determinants
of media literacy in a family. First of these is the generational diversity that conditions
different competences and ways of media use. The constant presence of media
in a family unit and its integral connection with daily life within that family provoke
the statement that the media has become an important participant in the process of
communication. Therefore, the second determinant is constituted by the models of
communication in the family: whether these are one-way, two-way or non-directional
communication models. On the basis of the variety of communication types,
this paper concentrates on the negotiation model of communication – this being
considered to be the most adequate in the active use of media. The discussion takes
the perspective of “soft” media determinism by Paul Levinson.
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