In the article we present the conception and structure of media competence, and depict the problem of developing competent consumer and originator of media production. There are described our diagnostic tools for studying media competence and some results of their using. Moreover we give the review of experimental work for searching effective ways of developing media competence of primary school students at the lessons of literary reading.

Keywords: media education, media competence, primary school, critical thinking, media technology, development, media texts.