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This article analyses the status of media literacy in Brazil from the perspective of non-formal education. It quantifies the situation through a sample of projects (N=240) and organizations (N=107) that develop media literacy activities according to the internationally recognized three dimensions of media education (access/use, critical understanding, and media content media production). These projects are aimed at different communities of citizens according to various levels of segmentation (age, location, social status, social groups, and professional fields). The analysis shows the preponderance of activities geared to the production of audiovisual content (65.4%) and to expanding the rights and communicative capabilities of certain communities, generally excluded from the traditional mass media (45.8%). Moreover, the majority of institutions have projects with a medium and high potential of empowerment (77.6%). Based on the literature review and the analysis conducted, the research presents a model that can be used for studying media education projects in the field of non-formal education. Thus, this article offers an initial look at non-formal media literacy in a country that, due to its size and large social differences, should take advantage of the complementarities that non-formal education provides to formal education, and its curriculum, regarding the development of media education and empowerment of citizens.