Social Media Literacy in the Iranian Population Regarding Health Information in the Context of the COVID-19 Pandemic

Abstract

Media literacy plays a pivotal role in combating misinformation related to health on social media platforms. This mixed-method thesis explores the level of social media literacy among the Iranian population regarding health information amid the COVID-19 pandemic. The research employed both quantitative and qualitative approaches: a public survey based on the UNESCO media literacy framework, and interviews with media experts. The quantitative phase consisted of a 113-question survey, which received 38 final responses from the public. In the qualitative phase, ten media experts were interviewed to interpret the survey results and discuss potential strategies to enhance media literacy. Findings revealed a significant discrepancy between the public's self-assessed media literacy and the experts' evaluations. Factors such as gender, education, and age did not significantly affect media literacy levels within the studied group. However, trust, generational gaps, and cultural values were found to influence the development of media literacy. The COVID-19 pandemic presented opportunities to address media literacy challenges. Based on the research findings, several recommendations are provided for designing effective programs and strategies tailored to Iranian social media users. Recognizing the illusion of knowledge and the gap between public perception and expert assessment is crucial for effective intervention. Improving media literacy can help Iranians avoid health-related misinformation on social media. Furthermore, this study offers a roadmap for identifying which areas of social media literacy require immediate attention and serves as a pilot for broader research into the impact of cultural, religious, and political factors on media literacy.