Digital media, above all the internet, is part of our everyday – professional and private – lives. Particularly in our professional worlds, the influence of digitalisation is becoming more and more apparent. In a study conducted by the University of Regensburg in 2014, 75 per cent of those polled said that they perceived very strong effects of digitalisation in their professional environment.
The competent handling of digital media has become a key qualification that opens new doors in the labour market and unlocks economic potential. For a knowledge-based economy such as Germany’s, the digital skills of employees and consumers are particularly important in international competition.
This is why digital integration is one of the main objectives of the German government's Digital Agenda 2014–2017. The focus is no longer on introducing people to the internet, but on fostering their digital competence and responsibility. Skills and know-how with regards to the information society are to be broadened and deepened, so that everyone is capable of using existing offers sensibly and confidently in their everyday lives. Against the background of growing e-commerce business and a decrease in local services caused by demographic change, firm action must be taken by all parties. Which approaches for strengthening media competence make sense?