Identifying Solutions for Increasing Media and Information Literacy among Faculty Members and Students of Iranian Universities

In society, faculty members and students have an important intellectual position. In today's mediated world, this group of people as the center of community science and knowledge, is influenced by media activities both inside and outside the country. They can have a great influence on increasing media literacy and information of other people in the community, as the intellectual leaders, with regard to LazarSfeld’s Two-Step Flow of Communication Model and Rogers’s Innovation Development Model. Studies show that the level of media and information literacy among this group of people is not well. The statistical population of the study is the media and information literacy experts and the data are collected based on semi-structured interviews to the extent that theoretical saturation was achieved. The research method is qualitative content analysis. The results show that universities, media, and guild-civic institutes play an important role in increasing media and information literacy of the community. At the end, some solutions are offered to the academic institution (higher education).