Journal of Media Literacy Education Pre-Prints

Document Type

Research Article


This study generally aims to investigate the status of Bahir Dar University students’ social media literacy and associated factors affect developing core competences of social media literacy. A combination of qualitative and quantitative research methods have been employed in the study. The quantitative method was mainly used to respond the first four research questions. In doing so, a questionnaire survey was administered to 320 students. Focus group discussions with 21 undergraduate students in three campuses of the university were also conducted. Both descriptive and inferential statistics of means core, standard deviation, one sample t-test, independent sample t-test, correlation and multiple regressions were used to analyze data gathered from the quantitative design. Data gathered from FGD were analyzed qualitatively. Accordingly, the students’ overall social media level was found to be low. Female students perform slightly lower than their counterpart male students. Among the five skills of social media literacy, students’ level was relatively weak in ethical awareness and media evaluation. Geographical background, Digital media exposure, socio-economy, digital divide are also identified as a determining factors. Finally, some possible recommendations are posed based on the findings.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.



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