New and emerging digital inequalities among the Internet population are especially related to differences in the
level of media literacy (Ala-Mutka, 2011; Livingstone, 2003; A. Martin & Grudziecki, 2006; van Dijk, 2005). People
who have little or no abilities to effectively and efficiently deal with social media can be excluded from many
positive outcomes these media have to offer. This explains why media literacy, although it is not a new concept
in the scholarly literature, is recently gaining increased attention from scholars and policymakers. One of the
major challenges of contemporary information society policies is to ensure that all people are media literate so
that they have the necessary competences to deal with social media applications.