The Impact of Social Media Usage on Media Literacy and Public Trust: A Quantitative Study among Students in South Punjab, Pakistan

Abstract

Social media has transformed communication, information dissemination, and public interaction, profoundly influencing media literacy and public trust. This study explores the impact of social media usage on media literacy and public trust among students in media studies and political science departments in South Punjab, Pakistan. The objective is to examine how social media shapes critical evaluation skills and trust in institutions. A quantitative, cross-sectional design was employed, with data collected through convenience sampling from 232 participants. A structured questionnaire was used as the primary tool, focusing on social media usage, media literacy, and public trust. Data were analyzed using SPSS for reliability, validity, and regression analysis. Results indicated significant positive relationships between social media usage and media literacy (r = 0.62, p < 0.001) and public trust (r = 0.37, p < 0.001). Regression analysis further confirmed that social media usage significantly predicts media literacy (R² = 0.62) and public trust (R² = 0.37). Despite its contributions, this study has limitations, including its reliance on self-reported data, convenience sampling, and the inability to establish causality. Future directions include longitudinal studies, diverse samples, and exploring moderating factors like digital literacy or cultural influences. These findings emphasize social media’s potential to foster critical skills and trust.