The effectiveness of digital communication strategies in enhancing media literacy in the digital era: a quantitative study

Background: Media literacy is crucial in the digital era, yet many still struggle to critically engage with online content. Traditional approaches are insufficient to address challenges like disinformation and algorithmic bias. This study explores the effectiveness of digital strategies such as gamification and interactive campaigns in improving media literacy in Indonesia. Aim: This study aims to examine the effectiveness of digital communication strategies in enhancing media literacy in the digital era. The background of this research lies in the growing urgency to address misinformation, disinformation, and the public's limited critical capacity when facing digital information, particularly among active social media users. Method: A quantitative approach with an explanatory survey design was employed, involving 300 respondents from three major cities in Indonesia. The research instrument was an online questionnaire consisting of scales on digital communication strategy and media literacy, validated by experts and tested for reliability, yielding a Cronbach’s Alpha value of 0.87. Data analysis was performed using simple linear regression via SPSS version 26. Result: The results indicate that digital communication strategies have a positive and significant effect on media literacy levels (B = 0.531; p < 0.000; R² = 0.282). Participatory and educational digital communication strategies significantly improve users’ ability to recognize, evaluate, and respond critically to information. These findings support the new media literacy model, which emphasizes user engagement, algorithmic awareness, and understanding of the digital information production structure. Conclusion: This research offers practical implications for the development of media literacy policies and the design of more effective, inclusive, and adaptive digital communication strategies tailored to the dynamics of the digital society.