Özet:

Nowadays, as technology is rapidly evolving, the functionality of mass communications means is increasing and its use is diversified. To adjust to this diversity, taking the written, verbal, hearing messages sent by the media while becoming mandatory, subject to harmful and useful distinction, is important for the conscious consumption of the media messages. With this consciousness, it is possible to access with the equipment of media literature. Media literature is the ability to possess equipment that can properly perceive media messages and interpret these messages from a critical perspective. In this context, the purpose of this study is to reveal the social reward of media literature by making a comparative analysis of the media literature consciousness of citizens, the conditions of being aware of the media literature and how much they can apply the concept of media literature in their lives. The study was revealed by a face-to-face survey of 384 citizens living in the province of Elazığ and 200 academics working at the University of Fırat through random (uninterrupted) sampling. In a survey study in which the comparative analysis between academics and citizens was carried out, the hypotheses found at the beginning of the research were tried to be tested. The data obtained from the surveys have been evaluated and interpreted by entering the SPSS 22.0 program. The research has achieved important scientific data that can be attributed to value. In this context; the consciousness, awareness, level and applicability of media literature in the daily life patriotic are not clear and clear differences, but the percentage is higher in academics than in terms of citizens and the social reward of media literature is more dominant in the intellectual level in the resolution of the two sections (variable) x2.

Özet:

Nowadays, with the rapid development of technology, the functions of mass media are increasing and their usage is diversified. Taking this diversity as a necessity and it is important to consciously consume the media messages by subjecting the written, verbal, and audible messages sent by the media to harmful and useful distinctions. It is possible to achieve access to media literacy with this awareness. Media literacy is the ability to have capability that can correctly perceive media messages and to interpret these messages from a critical point of view. In this context, the purpose of the study is to reveal the social balance of media literacy by making comparative analyzes on the awareness of media literacy, awareness of the media literacy and the extent to which citizens apply the concept of media literacy in their lives in Elazığ city, with academicians and citizens who representing two different levels in terms of knowledge level. The study was conducted through a face-to-face survey conducted by random (neutral) sample of 384 citizens living in Elazığ in 2018-2019 and 200 academics working at Fırat University. In Elazığ province, a comparative analysis was conducted between academicians and citizens that in the questionnaire study, the hypotheses revealed at the beginning of the research were tried to be tested. The data obtained from the questionnaires were evaluated and interpreted by entering SPSS 22 program. As a result of the research, important scientific data that can be attributed to value have been obtained. In this context; the awareness, awareness level of media literacy, and applicability in everyday life are higher in the academics than in the citizens fraction (variable) in terms of percentiles, with no clear and obvious differences, and the social confrontation of media literacy is more dominant in the intellectual level in the (rec square) (x²) has been achieved. 

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