Medijska pismenost kao ''alat'' za cjeloživotno razvijanje kompetencija za interakciju s medijima
In 21st century the orientation of users to media (printed, electronic and online) reached the level where we can say that one of the key competencies of modern human is the ability to master media-mediated information. It is competence of selecting the appropriate amount of useful (and usable) information and its incorporation into the existing knowledge-system of users (which is the operating system in their everyday life). Therefore, in modern communication and information science more attention is paid to media literacy as a concept of tansformation of media-mediated cognition to knowledge. This paper deals with the concept of media literacy by placing in the context of lifelong learning and it highlights the competence of mastering the media, as one of the key mechanisms of protection against negative effects of media, but also increasing the usability of media effects by the user.