A group of students from the Faculty of Information Sciences and Computer Engineering (FINKI) recently conducted an anonymous survey as part of their course on Media and Communications. The goal was to assess the information literacy of young people in Macedonia, particularly in the context of the growing influence of social networks. This research raises an important question: Are social networks part of our everyday life, or is our everyday life becoming part of social networks?
The survey, which involved 80 respondents, targeted individuals aged 20 to 25, a demographic that is deeply embedded in digital platforms. It comprised 10 questions designed to explore social media usage, information habits, and trust in online sources.
Key Survey Questions:
- Age group of respondents.
- Gender distribution.
- Daily hours spent on social networks.
- Most used social network (Facebook, Instagram, TikTok, Twitter, LinkedIn, Reddit).
- Frequency of obtaining information through social networks (on a scale from 1 to 5).
- Perceived impact of social media algorithms on the content viewed.
- Trust in social media sources (influencers, journalists, professionals, politicians, etc.).
- Frequency of verifying information from social networks (on a scale from 1 to 5).
- Perception of social media pressure to buy certain products.
- Open comment on the impact of social media on daily life.
Survey Results: A Snapshot of Social Media Usage
The results shed light on the habits and behaviors of young social media users in Macedonia:
- 58.8% of respondents were aged 20 to 25, with a 57% female to 43% male ratio.
- 20% of respondents reported spending more than 6 hours per day on social networks. This highlights how much social networks are integrated into daily life, often at the cost of productivity.
- Instagram emerged as the most popular platform, followed by TikTok. Surprisingly, Facebook trailed slightly ahead of Reddit, and no respondents selected Twitter as their most-used platform.
- Almost all participants reported getting their information from social networks, reflecting the dominant role these platforms play in news consumption.
Trust and Information Verification
A key finding is the low trust in influencers. While influencers dominate social media platforms, survey respondents trust them only slightly more than politicians, which is a notable outcome given the extensive reach of influencer marketing.
On the other hand, respondents placed the most trust in professionals like doctors, professors, and engineers. Journalists and the media were the second most trusted group, signaling a demand for credible, professional sources in an environment often rife with misinformation.
Social Media Algorithms: Influence and Pressure
When asked about the influence of social media algorithms, all respondents agreed that algorithms shape the content they see. This reflects growing awareness of how these platforms operate, which is a positive sign for information literacy.
Respondents were also asked whether social media algorithms create pressure to purchase products. The answers ranged widely, indicating a diverse perception of the commercial influence embedded in social media interactions.
ANOVA Analysis: Information vs. Verification
An ANOVA analysis was conducted to compare how often respondents are informed through social networks versus how frequently they verify that information. The average score for obtaining information was 4.18 on a scale from 1 to 5, with a variation of 0.66. However, when it comes to verifying information, the average was lower at 3.42, with a higher variation of 1.15.
These figures suggest that while young people in Macedonia are frequently informed through social networks, they are significantly less likely to verify the accuracy of that information. The higher variation in the responses also indicates that habits regarding information verification are more inconsistent compared to how often respondents receive information.
Conclusion
The survey highlights important trends regarding the information literacy of young people in Macedonia. Social networks are undeniably a key source of information, but users are less diligent about verifying the content they encounter. Additionally, while influencers have significant presence, trust is more often placed in professionals and traditional media. The findings suggest a need for increased education on how to critically assess information, especially in an era dominated by social media algorithms
