Abstract
The article traces essential discourses around the pedagogical guiding concepts of media education - especially the discussion about media competence, media literacy and media education. Differences but also possibilities of connection between the discourses are shown. Special emphasis is placed on the concept of media education, which is conceived in terms of alienation theory as the re-appropriation of media experiences. In this way, a close relationship is created to the idea of participation as discussed in the context of Web 2.0.