Why Should You Care About Audiovisual Literacy?

The answer may be simple: audiovisual literacy is closely linked to audience development. But why does it seem that only film and audiovisual education professionals care about it? Producers, cinema operators and distributors also have a stake in understanding how audiences engage with audiovisual content. What could it mean for the entire industry if we paid more attention to this?
This session will explore the links between two closely related fields that rarely come together in practice. It will also draw on the ongoing international project Audiovisual Connect LAB, coordinated by krutón (Czechia) and bringing together partners across eight European countries. The project combines research, education and advocacy to strengthen audiovisual literacy among young people aged 15–19 and support the audience development. Through student and educator research, practical learning activities and the development of transferable methodologies, AC LAB explores how young people understand film language, recognise authorship and perspective and discover European films beyond algorithm-driven platforms. The project aims to generate evidence and practical tools that can help educators, cultural organisations and the wider audiovisual industry better understand and engage young audiences.