Just found an outstanding list of different levels of media literacy educational goals for different age groups, from kindergarten through 12th grade. Here are some of the highest level (9-12 grade) issues which they advocate media literacy in:

1. Understands that media messages have economic, political, social, and aesthetic purposes (e.g., to make money, to gain power or authority over others, to present ideas about how people should think or behave, to experiment with different kinds of symbolic forms or ideas)
2. Understands how different media (e.g., documentaries, current affairs programs, web pages) are structured to present a particular subject or point of view
3. Understands aspects of media ownership and control (e.g., concentration of power and influence with a few companies; diversification of media corporations into other industries; the commercial nature of media; influence of origins on a media message or product)
4. Understands the extent to which audience influences media production (e.g., selection of audiences on the basis of their importance to advertisers or media institutions; production of programs with high audience ratings and low production costs, such as game shows; how media producers determine or predict the nature of audiences)
5. Understands the influence of media on society as a whole (e.g., influence in shaping various governmental, social, and cultural norms; influence on the democratic process; influence on beliefs, lifestyles, and understanding of relationships and culture; how it shapes viewer’s perceptions of reality; the various consequences in society of ideas and images in media)

This is some great stuff. It comes from a non-profit private organization focusing on education called McREL.