A Model for Digital Media Literacy and Critical Engagement among Youth Audiences

Thesis Abstract

The rapid proliferation of digital media platforms and the increasing exposure of youth audiences to diverse online content have heightened concerns about their ability to critically evaluate information, identify misinformation, and engage responsibly in digital spaces. Despite the growing importance of digital media literacy (DML), existing models lack contextual specificity to effectively address the unique cognitive, social, and technological challenges faced by youth in contemporary digital environments. This study aims to develop a comprehensive theoretical model that delineates the components and processes underpinning digital media literacy and critical engagement among youth audiences aged 15 to 24, with the ultimate goal of informing targeted pedagogical strategies and policy interventions. The research adopts a mixed-methods design, integrating both quantitative and qualitative approaches to ensure a holistic understanding of the phenomena. The quantitative phase involves a cross-sectional survey conducted among a representative sample of 1,200 university students from three major institutions within a metropolitan area. The survey instrument, developed through rigorous validity and reliability testing, measures variables such as digital media literacy levels, critical thinking skills, information verification behaviors, and engagement practices. Data are analyzed using descriptive statistics, exploratory factor analysis, and multiple regression analysis to identify key antecedents and predictors of critical engagement. The qualitative component comprises focus group discussions with 60 participants, purposively sampled to explore contextual factors, perceptions, and attitudes towards digital media consumption and critical engagement strategies. Thematic analysis is employed to interpret qualitative data, facilitating the integration of findings within the proposed model. The study anticipates identifying core components of digital media literacy, including media awareness, analytical skills, digital tool competence, and social responsibility, which interact to influence critical engagement behaviors such as information verification, source evaluation, and civic participation. The findings are expected to demonstrate that higher levels of media literacy significantly predict more critical engagement with digital content, moderated by contextual factors such as peer influence, digital access, and prior knowledge. These results will contribute to theoretical advancements by operationalizing a contextually relevant framework grounded in the theories of Media Literacy Development and the Elaboration Likelihood Model, emphasizing cognitive and motivational pathways to critical engagement. The proposed model explicates the dynamic interplay between individual competencies, contextual influences, and engagement outcomes, offering a nuanced understanding of how youth navigate digital information spheres critically. This contributes to the existing body of knowledge by filling empirical gaps related to culturally contextualized models of digital media literacy and engagement among youth, particularly within developing country settings where digital literacy initiatives are nascent. Policy and educational implications are significant; the findings will inform curriculum development, digital literacy interventions, and policy frameworks aimed at fostering critical media skills among youth. The study concludes with recommendations for integrating digital media literacy modules into formal education, strengthening media-education collaborations, and tailoring interventions to enhance youth critical engagement. Future research directions include longitudinal studies to assess the impact of targeted literacy programs over time and the exploration of digital media literacy in diverse socio-economic contexts. Overall, this research provides a robust, empirically validated model that enhances understanding of critical digital engagement, ultimately contributing to the cultivation of a digitally literate and socially responsible youth populace.