A Comparative Study of Media Literacy among Communication Students of Damavand Islamic Azad University and Public Relations Students of Tehran University of Applied Science and Technology in 2016

This research has been conducted to comparatively examine media literacy among communication students of Damavand Islamic Azad University and Public Relations students of Branch 55 of Tehran University of Applied Science and Technology in the Iranian year 1395 (March 21, 2016-March 20, 2017). The statistical population of the research comprises Communication students of Science and Research Branch of Damavand Islamic Azad University and Public Relations students of Branch 55 of University of Applied Science and Technology (N = 3200). Survey and comparative research method were applied to conduct the research. The sample size was calculated by using the Cochran formula (n = 258) and the sample population selected by applying stratified random sampling method. Media literacy questionnaires were used to collect data. The validity of the research has been assessed through content validity by experts. Split half methodology was used to test reliability of the research and independent T test to test the hypotheses. The research findings showed there is a significant difference between communication students of Damavand Azad University and public relations students of Branch 55 of Applied Science and Technology University with respect to dimensions of media literacy (purposeful and more selective use of the media, message evaluation, different message combinations, summarizing various messages, usage skills and familiarity with computer and Internet). Generally, the media literacy level is higher among students of Damavand University than those of the University of Applied Science