Make Media Matter is an interactive forum for fostering a deeper understanding of the vital role media plays in our lives, society, and world. It is based on the premise that we have yet to develop a "common language that enables us to untangle the myriad of conflicting messages we consume every day....If we as a society are to harness the true potential of media, we must meet, communicate, challenge, share and empower ourselves to consume and create media in ways that strengthen global citizenship. This is the goal of IFC's Make Media Matter."

Hofstra University Professor Paul Mihailidis' "5 A's of Media Literacy" provides a basic vocabulary for the Make Media Matter site in an effort to facilitate discussions by consumers and creators of media.

1. Access: Who controls access to the information you use?
2. Awareness: How does the media you consume affect your values?
3. Assessment: How do you assess a media experience to better understand it?
4. Appreciation: How can you better appreciate a diversity of voices?
5. Action: How can media literacy empower you to take action?

In addition to an interactive blog exploring the meaning of these 5 A's, the site offers several resources, such as the Make Media Matter College Network ("Tap into a nationwide network of people who study the power, potential and pitfalls of media every day."), a list of college and university media literacy programmes, course packages and teaching tools used by education professionals, and projects, organisations, multimedia, and books devoted to understanding media.

Make Media Matter is expected to grow and evolve to include: the latest media news, panels on important issues, entertaining quizzes, step-by-step exploration of the 5 A's of Media Literacy, and guides for consuming and creating one's own media content.

Media Literacy.

Make Media Matter is the brainchild of Paul Mihailidis, PhD, Director, Salzburg Academy on Media & Global Change, Salzburg, Austria Assistant Professor, Hofstra University, New York. Mihailidis's research concerns the effectiveness of media education in teaching about media's roles and responsibilities in civil society. He has published works on media literacy, global media and civil society, and on post-secondary learning outcomes in media programmes.