Media literacy: A foundational skill for cultural diplomats

Abstract

This article argues that media literacy constitutes a foundational skill for cultural diplomacy practitioners, navigating today’s diplomatic landscape that is a complex of global communications. The author examines how twenty-first-century media environments present both opportunities for cross-cultural engagement and challenges of disinformation, echo chambers, and artificial intelligence (AI) manipulation. The article defines media literacy as the ability to access, analyse, evaluate, create, and act using all forms of communication, emphasising its role in developing critical thinking skills and empathy essential for intercultural competence. The author presents the Center for Media Literacy's framework of ‘Five Key Questions and Core Concepts’, demonstrating how this evidence-based approach can enhance cultural diplomacy effectiveness — helping practitioners understand message construction, audience reception, embedded values, and communication purposes. The study showcases practical applications through UNESCO's Media and Information Literacy Alliance and Fulbright's NATO Security Studies Award, illustrating how international organisations integrate media literacy into cultural exchange programs. The author concludes that media literacy skills transcend borders and cultures, supporting global communication, connection, and innovation in an increasingly interconnected world.