Social media is a top source of news for nearly three in four students, and half at least somewhat trust platforms such as Instagram and TikTok to deliver that news and other critical information accurately. As for legacy media sources, namely newspapers, just two in 10 students indicate they regularly rely on them for news. That’s even as most students indicate they trust newspapers to convey accurate information.
These are some of the findings from Inside Higher Ed’s new Student Voice flash survey with Generation Lab on media literacy, conducted last month. Some of the data seems grim in light of declining public trust in institutions and expertise, and the spread of misinformation—concerns that many of the survey’s 1,026 two-year and four-year respondents share: Some 62 percent express some or a lot of concern about the spread of misinformation among their college peers. (See also this month’s news that Meta is eliminating third-party fact-checkers.) And not quite half of respondents (46 percent) approve of the job colleges and universities as a whole are doing to promote students’ media literacy.
At the same time, the data suggests that colleges and universities are at least somewhat effective in this area. One example: Just one in 10 students rates their level of media literacy prior to attending college as very high, compared to the quarter of students who rate their current level of media literacy as very high. Nearly all respondents, 98 percent, also indicate they regularly practice at least some basic media literacy skills to check the accuracy of the information they’re consuming. To some degree, this challenges ongoing skepticism about students’ critical thinking abilities and how helpful colleges are in developing them.
When asked to highlight ways colleges and universities can help them build their awareness and skills, students ranked creating digital resources to learn about media literacy highest on a list of possible actions.
Inside Higher Ed and Generation Lab defined media literacy in the survey as the ability or skills to critically analyze for accuracy, credibility or evidence of bias in the content created and consumed in sources including radio, television, the internet and social media. Read on for an overview of the findings in six charts, plus some additional analysis—and how colleges can help close some of these gaps.
Students’ top sources for news are social media and friends and family/word of mouth. Relatively few students indicate they regularly get their news from sources such as newspapers, broadcast/network TV news, radio or magazines. This is relatively consistent across institution type (two-year/four-year and public/private nonprofit), though students at private nonprofits (n=259) are much more likely than their public counterparts (n=767) to indicate they read newspapers, at 38 percent versus 15 percent, respectively. By student type, those 25 and older (n=167) are much less likely than their peers 18 to 24 (n=842) to say they rely on friends and family/word of mouth for news, at 33 percent versus 52 percent, respectively.
Most students aren’t turning to legacy media as a top source of news, though they generally express trust in sources such as newspapers and broadcast network/TV news to deliver news and other critical information accurately. But more than half also express some or a great deal of trust in social media to deliver accurate information. Same for friends and family/word of mouth.
When engaging with media of different kinds, about two in three students say they regularly check the accuracy of the information by analyzing the source’s perspective and/or possible biases, thinking critically about the message delivered (such as distinguishing fact from opinion), and verifying the information using other sources.
Approximately half of students also say they consider the algorithm that is pushing them certain content on websites and/or social media, pause to check the information before sharing with others or on social media, and identify who or what additional sources are being included in the content. While nearly all students indicate they practice some of these skills, some differences emerge by political affiliation, with self-identified Democrats more likely than self-identified Republicans to report analyzing the source’s perspective and/or possible biases, for example, at 68 percent versus 53 percent.
Many students indicate that their level of media literacy has increased in college. Students also express more confidence in their own level of media literacy than that of their peers, on average: While 72 percent of students rate their own level of media literacy as somewhat or very high, just 32 percent rate their peers’ level of media literacy this way, on average. And students across a range of demographics express at least some concern about the spread of misinformation among their college peers. This includes 63 percent of both Democrats and Republicans. By age, respondents 25 and older are likelier to express a very high level of concern (37 percent of this group versus 24 percent of the 18-to-24 set).
How are institutions doing when it comes to helping students build their media literacy? As with their own level of media literacy relative to their peers’, respondents have a rosier view of their own institution than they do of higher education as a whole. This is relatively consistent across institution types, though students at private nonprofits are less likely than their public counterparts to approve of the job colleges and universities in general are doing.
As for how institutions can best help students improve their media literacy, the top pick from a list of options (up to two choices) is creating digital resources for students to learn about media literacy (35 percent). Another relatively popular option is embedding training on media literacy in a first-year seminar or program (31 percent). This option is more popular among four-year college students than it is among two-year students. But creating peer-to-peer education programs on media literacy is more popular among two-year students than it is among four-year students.
Building Habits and Competencies
Renee Hobbs, professor of communication studies and director of the Media Education Lab at the University of Rhode Island, says it’s “no surprise that college students rely on their family and friends and social networks for news, as do most Americans.” In one comparison, an Intelligent survey of four-year college students following the 2024 election, respondents cited TikTok and Instagram as their top two news sources. The same survey found that students for voted for President-elect Donald Trump were twice as likely to get their news from podcasts as those who voted for Vice President Kamala Harris. In Inside Higher Ed’s survey, Democrats are somewhat more likely than Republicans to cite news podcasts as a top news source (12 percent versus 4 percent, respectively), but Republicans are somewhat more likely than Democrats to rely on opinion podcasts (12 percent versus 5 percent).
Hobbs says it’s a “comfort” that even one in five Student Voice respondents relies heavily on newspapers. That the same, relatively small share expresses a very high level of trust in newspapers and broadcast news confirms national trends, she adds; a fall poll from Gallup, for example, found that confidence in mass media remained at a low. Noting the existence of active “news avoiders,” whose ranks are growing, according to data from the Reuters Institute, Hobbs says that her own media literacy students are required to read the newspaper. Turns out, many “appreciate the opportunity to take up the habit.”
Regarding the ever-expanding space where media literacy overlaps with digital literacy, Hobbs’s own ongoing research suggests that teaching about algorithmic personalization is very low, at least in K-12 education. At the same time, many college students are digitally savvy, and Hobbs says some of her own students have significant followings on platforms such as Instagram, TikTok and Twitch.
As for how colleges and universities can help, Hobbs says general education requirements—such as those suggested in the survey—“might be the best place for media literacy to thrive in a higher education context.” Learning outcomes from Hobbs’s own digital media literacy course satisfy gen ed requirements regarding effective communication and developing and engaging in civic knowledge and responsibilities.
Hobbs adds that academic librarians are leaders in media and digital literacy initiatives on many campuses, and that “one of the best ways for college and university students to develop media literacy competencies” is by creating media themselves. Possibilities include creating websites, podcasts, videos for YouTube or other social media, or developing a community public service media campaign or outreach program. Other opportunities? Working at the college newspaper or radio station or managing social media for a college unit or organization.
“Creating media is a great way to develop media literacy skills, and college faculty may be pleasantly surprised to see what their students can create without any special prompting.”
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