The programme works to build knowledge and skills across the forms of media, with a focus on the developments the digital environment has imposed and on the changing patterns by which information is produced, circulated and brought to audiences. It also seeks to strengthen a professional understanding of the role of media in society, and of the importance of responsibility, accuracy and verification in producing information and content.
Particular importance is placed on professionalism and responsibility in media work, by reinforcing the principles of accuracy and verification, distinguishing information from misleading content, upholding professional and ethical standards, and encouraging critical thinking and a responsible approach to information and sources.