Media literacy is considered as a

Media literacy is best understood as a continuous process rather than a one-time achievement.

It is a lifelong ability to access, analyse, evaluate and create media messages that must keep pace with changing technologies and formats.

Because the media environment constantly shifts, the skills need ongoing renewal, which makes it a sustained and evolving practice.

Treating it as a corporate campaign is wrong, since it is an educational and civic capacity, not a firm's promotional drive.

Calling it a limited objective misreads its scope, because media literacy is broad and open-ended, not narrowly bounded.

Dismissing it as a temporary fad is mistaken, as it is a durable competence of growing importance, not a passing trend.