ABSTRACT
The present study provides an interdisciplinary perspective on enhancing the cultural (heritage) literacy of young recipients through media production. The aim of the article is to present a comprehensive perspective on a media product that is seen as a means of education that supports implicit learning about culture and cultural heritage. In this context, media products are presented as an effective option for enhancing cultural (heritage) literacy. By presenting a single-case study, the article highlights the importance of the preparation of university-educated professionals for the field of media and culture. These professionals are capable of interpreting, creating and using media products for the process of enhancing the cultural heritage literacy of society. The secondary aim of the article is to contribute to theoretical insights on the topic that is presented, and also to stimulate further, broader discussion on its application in practice, which has been relatively overlooked in current scholarship.
KEY WORDS
Cultural (Heritage) Literacy. Culture. Education. Media Product. Value.