Examining the Relationship Between Audience-Centered Media Literacy and the Participation and Interaction of Radio Iran Audiences
Keywords:
Audience-centered media literacy, audience participation, audience interaction, Radio Iran, structural equation modelingAbstract
The present study aimed to investigate the relationship between audience-centered media literacy and the levels of audience participation and interaction with Radio Iran, as well as to determine the contribution of cognitive, skill–critical, and action–productive dimensions of media literacy in enhancing audience engagement. This applied study employed a quantitative, descriptive-correlational survey design. The statistical population consisted of Radio Iran audiences, from whom 200 participants were selected through convenience sampling. Data were collected using a researcher-developed questionnaire. Content validity was confirmed by communication and media experts, while reliability was established using Cronbach’s alpha coefficients. Data analysis was conducted through Structural Equation Modeling (SEM) using SmartPLS 3 software. The SEM results revealed that the cognitive dimension of media literacy had a significant positive effect on audience interaction (β = 0.205, t = 3.094, p = 0.002), whereas its effect on audience participation was not significant (β = -0.088, t = 1.36, p = 0.170). The skill–critical dimension significantly predicted both interaction (β = 0.385, t = 6.15, p < 0.001) and participation (β = 0.498, t = 6.31, p < 0.001). Similarly, the action–productive dimension exerted significant positive effects on interaction (β = 0.269, t = 3.60, p < 0.001) and participation (β = 0.439, t = 4.55, p < 0.001). Overall, the skill–critical dimension emerged as the strongest predictor of audience participation and interaction. The findings indicate that increasing audience participation and interaction with Radio Iran depends less on merely expanding media-related knowledge and more on strengthening audiences’ analytical, critical, action-oriented, and content-production competencies. Therefore, moving from a one-way communication model toward an audience-centered and interactive broadcasting approach can foster active audience engagement and enhance the effectiveness of radio communication.
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