Media Literacy: Concept, Theoretical Explanation, and its Importance in the Digital Age

  • David Haruna Mrisho, PhD St. Augustine University of Tanzania
  • Dotto Emmanuel Bulendu Department of Mass Communication and Journalism, St. Augustine University of Tanzania
  • Negussie Andre Dominic, PhD St. Augustine University of Tanzania
Keywords: Media Literacy, Digital Media, Information Age, Mass-Mediated Society, Media Literacy Theory, New Media
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The advent of new media technologies has brought drastic and dramatic changes in the media landscape globally. The digital media advancements (Multimedia, social media, and communication technologies) trigger change in all aspects of the human life (social, political, economic, and cultural). The cultural practices of doing things, learning and personal life domains receive a significant influence from the digital enhanced communities. The flow of fake news and misinformation has dramatically increased due to the rapid advancement of digital technologies. Media literacy skills are more important than ever. Media literacy enhances critical thinking skills that enable individuals to make independent choices on accessing, evaluating, analysing, and creating content when exposed to digital media space. The current study brings discusses media literacy as a concept, its theoretical explanation, and its importance in society in the digital age. Drawing from literature, this study concludes that, at its core media literacy is about fostering knowledge, skills, and competence on the key facets of the mass media phenomenon, such as media industries, media messages, media audiences and media effects. From its theoretical lens, media literacy discourages protectionist approach to digital media exposure and recognizes and acknowledges the socio–cultural effect of media in our mass mediated society


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10 February, 2023
How to Cite
Mrisho, D., Bulendu, D., & Dominic, N. (2023). Media Literacy: Concept, Theoretical Explanation, and its Importance in the Digital Age. East African Journal of Arts and Social Sciences, 6(1), 78-85.