Chiang Mai Rajabhat University Students’ Media Literacy in Facebook Use

Abstract

          This quantitative research aimed 1) to study Facebook use behavior; 2) to study media literacy in Facebook use; and 3) to study the relationship between Facebook use behavior and media literacy in Facebook use. The sample group was 400 students of Chiang Mai Rajabhat University, studying in year 1- 4. Data were collected through questionnaire, and analyzed by statistical software packages. The statistical tools used in the data analysis were mean, percentage, standard deviation, and Pearson correlation. Demographic characteristics revealed that there were a greater number of female than male, 22 years old; and the average monthly income was lower than 5,000 baht.

           Regarding Facebook use behavior, it was found that the respondents used Facebook everyday for a period of 4-5 hours before bedtime. The usage period was between 6:30 p.m. and 8:00 p.m. and used it at home/dormitory for communication. People who influenced on Facebook use were a group of friends accounted as the most influent.

           The highest levels of media literacy in Facebook use were: analytical and content assessment skills; followed by accessibility, engagement, and creativity skills, respectively.

           Relationship between Facebook use behavior and media literacy in Facebook use indicated that the frequency level was correlated with media literacy in Facebook use at a statistically significant level of 0.01. Duration, period, place, and purpose of Facebook use were not correlated with media literacy in Facebook use.