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"Media literacy empowers people to be both critical thinkers and creative producers  of an increasingly wide range of messages using image, language, and sound. It is  the skillful application of literacy skills to media and technology messages. As  communication technologies transform society, they impact our understanding  of ourselves, our communities, and our diverse cultures, making media literacy  an essential life skill for the 21st century." (The Alliance for A Media Literate America, 2000)