by Aleksandra Temenugova, Institute of Communication Studies (ICS), North Macedonia.
The Institute of Communication Studies (ICS), based in Skopje, is one of the most proactive higher education institutions in North Macedonia, with over 15 years of dedicated work in advancing media literacy. Through its extensive portfolio of activities – including research, non-formal education for various target groups (high school students, university students, retirees, journalists, and academics), campaigns, and more – ICS has established itself as a unique interdisciplinary model of MIL initiatives.
Is it possible to successfully promote media literacy while addressing diverse audiences?
The short answer is yes. ICS achieves this by adhering to two key prerequisites: the first is its strategic goal of fostering media literacy (ML), and the second is its status as a higher education institution, which enables a multi-dimensional scope of action. ICS operates across academia, non-formal education for both young and older audiences, as a creator of resources, initiator of campaigns, and advocate for public action.
ICS’s Media Literacy Portfolio: a snapshot of activities
In Higher Education: As a partner in the five-year USAID-funded project led by IREX YouThink, alongside the Macedonian Institute for Media (MIM) and the Youth Educational Forum (MOF), ICS has been instrumental in promoting media literacy in higher education. So far, ICS has facilitated the inclusion of ML in the curricula of eight faculties across various universities in North Macedonia.
Research and experience from this collaboration reveal that educational institutions vary significantly in their understanding of essential ML skills and competencies, highlighting the need to standardize these competencies in higher education. Topics from these efforts are regularly addressed in KAIROS, ICS’s academic journal, the Media Literacy Dictionary, and the institute’s annual symposium (the next one is scheduled for 12th of March, more info follows).
Non-Formal Education for Youth: Operating under the premise that a society cannot nurture democratic values without a critically minded youth, ICS has established itself as a key promoter of media literacy among high school and university students.
The institute has developed strong partnerships with high schools through activities such as:
- Extracurricular workshops, so called Journalistic Sprints delivered by journalists as guest speakers and ICS trainers aimed at decoding of media content and creating journalistic pieces.
- Internship programs in national and local media outlets, where students apply their newly acquired skills.
A vital part of this ecosystem is the Medium platform, where students publish their work and access resources for producing quality content. At the end of each academic year, interest peaks for ICS’s five-day Media Literacy Camp, an intensive program simulating newsroom work.
In 2024, ICS successfully hosted the 8th annual Media Day, with engagement of 12 media outlets as hosts of more than 170 high school students across the country.
Collaboration with Media Outlets: ICS’s commitment to nurturing quality journalism is reflected in its close collaboration with media outlets and professional journalists. Beyond participating as guest lecturers or trainers in master classes on journalism and digital skills, media partners are actively involved in ICS campaigns advocating for greater transparency in public institutions.
Over the past two years, more than 40 media outlets across North Macedonia have published over 100 in-depth analyses of government ministries and agencies, fostering accountability and public awareness.
Through a Memorandum of cooperation, ICS works with the Macedonian public broadcaster (MRTV) to regularly air educational resources for media content analysis developed by ICS. This partnership supports the broadcaster’s obligation to promote media literacy among citizens.
Engaging with Retirees: Recognising that older adults are among the most vulnerable groups to disinformation and media manipulation, ICS has established a strategic partnership with the Macedonian Pensioners’ Union. Through the UK Embassy-funded “Use Facts” project, ICS trained over 500 retirees over three years, equipping them with skills to critically evaluate media content. The internal evaluation revealed that pensioners who participated in disinformation recognition training were 6-12% better at identifying disinformation compared to their untrained peers. Additionally, women pensioners who attended gender-based disinformation training demonstrated almost twice the capacity to apply advanced verification techniques.
Here are some of their impressions with English subtitle:
Networking and Global Engagement: ICS is a founding member of the Media Literacy Network, established by the Agency for Audio and Audiovisual Media Services (AAVMU) in 2019. The network, which includes over 80 members, provides a platform for sharing knowledge and experiences in media literacy locally and globally.
As the holder of the UNESCO Chair for Futures Literacy, ICS actively participates in the Global Media and Information Literacy (MIL) Week, a nationwide initiative organised by AAVMU.
One example of ICS’s international engagement is its partnership with the Finnish media regulator KAVI and the University of Florence through the EU funded ICME Project. This collaboration allowed the three partners to exchange, apply, and contextualise positive media literacy models focused on: Inclusivity, Active Citizenship, and Creativity.
Open Mind, Open for Collaboration
With a strong foundation in research, education, and advocacy, the Institute of Communication Studies remains committed to advancing media literacy for a more informed and critically engaged society. Contact: info@iks.edu.mk
Author
Aleksandra Temenugova, Program Manager at ICS, focuses on promoting media literacy. She has led numerous projects and research initiatives, including the Macedonian Media and Information Literacy Coalition (MAMIL), which was recognized by the European Commission in 2019 as one of the ten best media literacy projects in Europe. With a decade of experience in journalism education and seven years as a TV journalist, Temenugova continues to shape the media literacy landscape in North Macedonia.
