While we are well aware of the immense amount of media and its tremendous influence, we often are still operating in a 20th century paradigm. The focus is on text and the many conventions associated with writing correctly and effectively. In their book, Literacy is NOT Enough, Crockett, Jukes, and Churches point out that in the 21st century more is required.
From the book:
It is critical for educators to understand that excellent traditional writing skills are not enough to make someone a good communicator in our multimedia world. Effective communication in the digital age requires more than the ability to produce traditional products like handwritten or typed reports.
Students need to be able to communicate as effectively in the graphical formats as we were taught to communicate with text.
Media Fluency goes beyond operating a digital camera or knowing how to create a podcast. It’s about being able to look critically at content in any medium, but it also involves choosing the most appropriate and effective medium for communicating an intended message and then being able to produce it.
Media Fluency means being a “prosumer” – an effective consumer and producer of digital content. So there are two components for Media Fluency: one for media input, or consuming, and another for media output, or producing.
Here is a video by Lee Crockett on Media Fluency!