Multilevel Factors Affecting Undergraduate Students' Media Literacy in the Deep South of Thailand
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Abstract
Today, technologies are evolving rapidly, which affects how people connect with each other in their society. Online social networks notably influence younger generations. This study aimed to examine the level of media literacy among undergraduate students in the southern border provinces of Thailand, and factors influencing their media literacy including those that are personal and ones that relate to their study programs. The sample group consists of undergraduate students in the southern border provinces of Thailand, obtained through stratified random sampling within universities at faculty and program levels. Subsequently, 560 students were selected from 56 programs within 8 faculties at Prince of Songkla University, Pattani Campus; 410 students from 41 programs within 4 faculties at Yala Rajabhat University; and 220 students from 22 programs within 8 faculties at Princess of Naradhiwas University. In total, there were 1,190 participants from 119 programs across 20 faculties. Data were collected using two sets of questionnaires: one assessing student media literacy and the other examining factors affecting student media literacy. Later, the obtained data were statistically analyzed for percentages, means, and standard deviations. Factors affecting media literacy were analyzed using multilevel regression analysis. Findings revealed that the participants demonstrated a high level of media literacy overall and across all dimensions. Individual factors which are related to their digital literary include gender, age, GPA, family income, peer connection, and anti-propaganda attitudes. This relationship is statistically significant at .01 level. At the program level, the factor of assessment and evaluation also influences their media literacy at .05 level of statistical significance. Therefore, it is advisable to develop assessment and evaluation methods that emphasize promoting students' higher level of thinking skills.
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