The Impact of Media Literacy on Instagram Self-Presentation Among University Students

Instagram is a critical environment where individuals construct and express their identities. This study investigates the role of media literacy in shaping self-presentation behaviours on Instagram among university students. Data were collected using Media Literacy and Self-presentation scales (N=307). The findings revealed that students demonstrated moderate to high levels in both variables, suggesting a considerable degree of conscious media consumption and strategic self-presentation practices in digital contexts. There were no significant differences in media literacy or self-presentation regarding demographic factors such as gender, grade level, and Instagram usage duration. However, media literacy significantly predicts self-presentation behaviours on Instagram, highlighting its pivotal role in shaping online identity management. These results highlight the critical role of media literacy within the context of social media. The results of the current study also point to the necessity for educational initiatives aimed at enhancing digital competencies among young adults.