Literacy in the general sense is the ability to be able to read (consume) and write (create). Media literacy builds on these two core elements of general literacy. Media literate individuals know how to
1) be wise consumers - to critically analyze media in all of its forms in a variety of contexts (social interactions, political discussions and campaigns, product advertising, etc.)
2) be deliberate message contributors - to use various media to share opinions and perspectives in constructive and creative ways.