This article presents the development of a reference framework intended to support the future construction of a national media literacy indicator in Brazil. The proposal emerges from the growing need to understand and measure the level of media literacy within the population, especially in the face of intensifying disinformation and the rapid expansion of digital platforms and artificial intelligence (AI) tools. The uncritical reproduction of unbalanced content and misinformation can lead to a variety of societal issues. From the creation of fake profiles to the massive dissemination of false or misinformation—Often spreading so rapidly that mitigation becomes unfeasible—These challenges also raise deeper concerns related to inclusion, equity and human rights. In this context, media literacy stands as a key of contemporary society, promoting citizens social, emotional and productive integration. Media literacy endows individuals with the necessary skills and competencies to critically engage with contemporary media ecosystems. It also functions as a foundational element in the exercise of democratic participation. Thus, this article aims to: (1) examine the core concepts and contextual dynamics surrounding media literacy and (2) develop a reference framework to guide the future creation of a Brazilian media literacy indicator. Through the Design Science Research (DSR) methodology, the study proposes a structured framework that synthesizes key theories and concepts into a unified artifact, designed to support future empirical studies and policy development.