A Path Analysis on Media Health Literacy and its relation to Social Media Consumption in Tehran

Abstract

In spite of the necessity of Media Literacy for optimal use of new communication technologies, media consumption experience may increase media literacy as well. The purpose of the present research is to propose a model for predicting internet users' media health literacy according to their Social Media Consumption patterns. By Media Health Literacy, we mean people’s perceived abilities to access, analyze, create and convey health messages through media. The research method is survey which was conducted in May 2019. The research tool is the questionnaire whose reliability (Cronbach’s Alpha=0.837) and validity (face validity and construct validity) have been confirmed. The statistical population is adult citizens of Tehran who use internet. According to the Path Analysis model, "Gratifications obtained from social media use in the field of health" is the most powerful predictor of "Media Health Literacy" levels. "Frequency of Social Media Use", "years of education", "Adoption of health-related social media" and "Age" are the other independent variables which have shares in predicting Media Health Literacy's level among Social Media Users in Tehran. In conclusion, by increase in citizens' access to internet, Digital divide shifts from unequal access to new communication technologies to the quality of usage. In addition, Digital Divide remains between social groups in terms of "age" and "years of education", but "sex" does not define Social Media Users' "Media Health Literacy" levels.

Keywords

• digital divide
• media consumption
• media health literacy
• path analysis
• social media