The article presents the outline of a research project aimed at exploring media competencies in an ethnographic manner. A prerequisite for such endeavor is a useful operationalization of the central concepts, including both technical, creative and critical skills. Moreover, the project targeted to Polish 13 to 16-year-olds must take into account their special relationship with new technologies. Based on the analysis of statistical data, we show that attractive tool should take advantage of a combination of technology with an interesting scenario. In our opinion, the perfect tool is a multimedia educational project that collects data using gamification mechanics. In conclusion, we investigate the effectiveness of this strategy.

The article presents the outline of a research project aimed at exploring media competencies in an ethnographic manner. A prerequisite for such endeavor is a useful operationalization of the central concepts, including both technical, creative and critical skills. Moreover, the project targeted to Polish 13 to 16-year-olds must take into account their special relationship with new technologies. Based on the analysis of statistical data, we show that attractive tool should take advantage of a combination of technology with an interesting scenario. In our opinion, the perfect tool is a multimedia educational project that collects data using gamification mechanics. In conclusion, we investigate the effectiveness of this strategy.