This keynote address will discuss the findings and implications stemming from a study of what literacy means for a group of 12 teachers and teacher educators. It will also discuss the factors that have caused the ongoing evolution of these ideas about literacy. Relying on the idea of a "permeable literacy continuum," which uses five major literacy paradigms as its unit of analysis, this study shows that ideas about literacy have moved toward more inclusive frameworks, where more diversity of readings and writing genres, a more fluid connection between literacy and technology, and a permanent process of reflection about what literacy means are salient issues in today's conversations about literacy. This plenary will also engage the author and the audience on a reflexivity process about what literacy means in an ELT context and the challenges that rethinking literacy in ELT in this new millennium entails.