The mediating role of digital platforms in the relationship between media culture and shaping Saudi public awareness

Ali Abdullah Alshohaib, Khalid

doi:10.21608/jkom.2024.379683

The mediating role of digital platforms in the relationship between media culture and shaping Saudi public awareness

Author

Khalid Ali Abdullah Alshohaib

University of Business and Technology, KSA

10.21608/jkom.2024.379683

Abstract

The study aims to identify the mediating role of digital platforms in the relationship between media culture and shaping public awareness among students of media colleges and departments in Saudi universities. Data were collected for a simple random sample of media major students in Saudi universities, and 338 samples were obtained suitable for analysis. The study found that there is a positive and strong relationship between media culture in its dimensions (information culture, digital culture, critical culture) and the formation of public awareness in its dimensions (cultural awareness, social awareness, digital awareness). There is a positive and strong relationship between media culture and the role of digital platforms. A positive and strong relationship between the role of digital platforms and the formation of public awareness, and a partial mediating effect (direct and indirect) of the role of digital platforms and its dimensions (platform strategies, platform performance), on the relationship between media culture and the formation of public awareness at the level of the basic variables and their dimensions in all cases. It has been shown that the extracurricular training programs provided to students - especially the first years - are weak. The study recommended spreading a culture of interest in digital platforms, developing the services they provide, and continuously supporting and updating university infrastructure, especially laboratories, websites, and educational platforms.

Keywords

References

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