AN ASSESSMENT OF MEDIA LITERACY IN THE LEVEL OF KIU STUDENTS

This study assessed the media literacy levels of students at Kashim Ibrahim University (KIU) in response to the growing influence of digital media on information consumption and decision-making. With increased exposure to online content through social media, blogs, and digital news platforms, university students face challenges such as misinformation, media bias, and the inability to verify credible sources. A sample of 100 undergraduate students was selected using stratified random sampling across various faculties, and data were collected through a structured questionnaire covering demographics, media consumption patterns, media literacy skills, and challenges encountered. Descriptive statistics, including frequencies, percentages, and mean values, were used to analyze the data. The findings revealed that KIU students demonstrate a relatively high level of media literacy, especially in distinguishing fake news, identifying media bias, and understanding the influence of media on attitudes and behavior. Social media emerged as the most frequently used source of information, followed by blogs and online news platforms, while traditional media such as television, radio, and print were less utilized. Despite their digital awareness, students face significant challenges, including difficulty identifying credible sources, confusion from conflicting media reports, limited training in critical media engagement, and information overload from excessive media content. The study also identified key strategies to enhance media literacy, including integrating media literacy into the university curriculum, organizing workshops and seminars, creating awareness about misinformation, and promoting critical thinking among students. The research concludes that while KIU students possess foundational media literacy skills, there is a strong need for structured institutional interventions to strengthen their ability to critically evaluate and responsibly use media content in an increasingly digitalized information environment.