Visual Literacy of PR Recipients in the Media Sphere – Anxieties

In the times of the image culture, an extremely important element of media education is the dis-semination of knowledge about the specifics and determinants of visual communication in the me-dia, especially those inspired by public relations tools. The world of influencers, youtubers and vid-eo bloggers is often the environment for the dominant reception of media messages among kids and young adults, especially those with smartphones. The paper aims to outline areas in which knowl-edge about imaging has its application in the area of media education, and to provide examples of PR activities shaping the reception in these fields. Visual media education should develop the visual literacy of recipients including knowledge on PR visual activities. Through the intentional and crea-tive use of visual competencies, the recipient can better communicate with others. At the same time, the awareness of the participation of PR tools in media content is related to social attitudes of chil-dren and young people, especially to the consumption and market behaviours.