การรู้เท่าทันสื่อมวลชนกระแสหลักของคนกรุงเทพมหานคร

Abstract

This research is a survey research that aims at exploring media exposure, media use skill, and media literacy, and explaining the factors affect media literacy of metropolitan residents. Questionnaires are used as the collecting data tool. The sample is metropolitan residents which are youth, adolescence and elderly. The total sample is 617.
The findings reveal that the participants usually expose to television, radio and newspaper respectively. Their purpose is to receive information about current affairs and entertainment. The overall media use skill of the participants shows that they expose to 2 media types. They watch 3 television stations, listen to 1 radio station and read 1 newspaper a day. In all sample groups, media literacy is considered in high level. The research finding suggests that the components of their media literacy, which are media content comprehension, media content analysis, media evaluation, and critical judgement, are in high level; however, the safety-interaction with media content is moderate. The factors affect the level of media literacy are 1) personal demographic factors: age, gender, and education, and 2) circumstantial factors: discussion on media with family members, experience of media education, and number of media use daily.