An empirical study on the social opportunity of media literacy (A comparative analysis between academicians and citizens in Elaziğ city)

Nowadays, with the rapid development of technology, the functions of mass media are increasing and their usage is diversified. Taking this diversity as a necessity and it is important to consciously consume the media messages by subjecting the written, verbal, and audible messages sent by the media to harmful and useful distinctions. It is possible to achieve access to media literacy with this awareness. Media literacy is the ability to have capability that can correctly perceive media messages and to interpret these messages from a critical point of view. Media literacy with the power to control over the messages sent to the target group by the media; child, young, adult, elderly it is of utmost importance for every individual who creates the society without any doubt. In this context, the purpose of the study is to reveal the social balance of media literacy by making comparative analyzes on the awareness of media literacy, awareness of the media literacy and the extent to which citizens apply the concept of media literacy in their lives in Elazığ city, with academicians and citizens who representing two different levels in terms of knowledge level. The conducted research is based on quantitative research. The study was conducted through a face-to-face survey conducted by random (neutral) sample of 384 citizens living in Elazığ in 2018-2019 and 200 academics working at Fırat University. In Elazığ province, a comparative analysis was conducted between academicians and citizens that in the questionnaire study, the hypotheses revealed at the beginning of the research were tried to be tested. The data obtained from the questionnaires were evaluated and interpreted by entering SPSS 22 program. As a result of the research, important scientific data that can be attributed to value have been obtained. In this context; the awareness, awareness level of media literacy, and applicability in everyday life are higher in the academics than in the citizens fraction (variable) in terms of percentiles, with no clear and obvious differences, and the social confrontation of media literacy is more dominant in the intellectual level in the (rec square) (x2) has been achieved.