In modern science, attempts to measure media literacy / media competence are made from time to time. However, those who try to do it usually employ different theoretical premises, interpret phenomenon under consideration in their own ways, and, as a result, use various criteria for evaluations. Based on the analysis of more than hundred most oft-quoted (both in foreign and Russian scholarship) definitions of media literacy, the author offers his own conception of the term and puts forward the way it can be measured.