Impact Of Social Media on University Students' Media Literacy in Yunnan Province

Abstract

This study investigates the level of media literacy among university students in Yunnan Province, with a focus on the role of social media in shaping their media competencies. The research aims to: (1) assess students’ current media literacy levels, (2) examine the relationship between demographic characteristics and media literacy, (3) explore the influence of social media usage, and (4) propose guidelines for improving media literacy in this context. A mixed-methods approach was adopted. Quantitative data were collected through surveys administered to 450 students, and analyzed using descriptive statistics, factor analysis, and regression analysis. Additionally, qualitative insights were gathered from in-depth interviews with 20 participants to explore their motivations and perceptions regarding media use. The results indicate that social media platforms such as WeChat (97.78% usage), Weibo, Douyin, and Xiaohongshu play a central role in students’ daily communication and information consumption. However, media literacy levels vary significantly, particularly in critical thinking, content evaluation, and information filtering. Demographic factors such as gender, age, and academic year were found to influence media literacy, with senior students demonstrating higher proficiency. Notably, social media usage accounts for approximately 52% of the variance in media literacy levels, indicating a strong predictive relationship.

The study concludes that social media exerts a significant positive influence on media literacy. It recommends integrating media literacy education into university curricula, emphasizing critical thinking, ethical awareness, and practical media engagement. Collaboration among educators, families, and social media platforms is essential to foster a more informed and responsible student population.