Bridging Digital Media Proficiency and Media Literacy: A Study of Communication Students at the University of Sharjah

This study investigates the relationship between digital media proficiency and media literacy among communication students at the University of Sharjah.Media literacy, encompassing the ability to access, analyze, evaluate, create, and engage with various forms of media, involves not only technical competence but also critical thinking regarding the content, ethical considerations, and cultural implications of media consumption and production.The study assesses the students' level of digital media proficiency and explores its correlation with their media literacy.By examining this connection, the research aims to evaluate the preparedness of communication students to navigate the complexities of the digital media environment and offers insights into strategies for enhancing media literacy within academic curricula.The authors adopted a quantitative approach using the survey tools.The sample consists of 285 respondents out of 1038 students enrolled to the college randomly chosen to answer the questionnaire (27.45%).The findings of this study reveal that students at the College of Communication at the University of Sharjah possess a high level of digital media proficiency, reflecting strong technical competence.Additionally, they demonstrated a solid understanding of the requirements and skills necessary for engaging with digital media.The study also identified a correlation between the students' level of digital media proficiency and their awareness of digital media concepts, highlighting the impact of these skills on enhancing their overall media literacy.Based on these results, the study recommends emphasizing the development of digital media skills among students, as improving technical proficiency contributes to their ability to analyze, evaluate, and understand the ethical and cultural implications of media content.Furthermore, the study suggests leveraging digital transformation initiatives within communication programs to raise awareness among students about the importance of digital media skills and their role in enhancing media literacy, ultimately preparing them to navigate the complexities of the digital media landscape.