Keywords

Media Influence, Dominant Digital Media, Knowledge, Fuzzy Cognitive Maps, University Students, Chile

Abstract

There is widespread concern regarding the influence—partly negative—of dominant digital social media (e.g., TikTok) on knowledge. This influence impacts various areas, such as time available for study, customs, and emotional well-being. Several models have been used to study media influence on opinion using fuzzy cognitive maps. This study presents a model of this type, which differs from previous models by focusing on the specific influence of digital media on the knowledge of university students and incorporating concepts not considered in previous models, such as digital wisdom. The model has four conceptual layers: the individual level, including concepts like habits of using dominant and alternative digital media, digital wisdom, and emotional well-being; the social level, which considers concepts like dominant and alternative digital media, social structure, and face-to-face interaction; the knowledge level, based on communication characteristics according to the theory of the wisdom of crowds, including notions such as diversity of perspectives and knowledge sources; and finally, the knowledge quality assessment level. Results for the case of students at the Universidad Católica del Norte, Coquimbo campus, indicate a high influence of dominant digital media, resulting in low knowledge quality.

References

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Fundref

Este trabajo ha sido financiado por la Cartera de proyectos de investigación internos para acreditar claustros académicos de ECIEM (subproyecto 1104), en el marco de los proyectos de Convenios de Desempeño 2023 de la Universidad Católica del Norte, Chile.

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Technical information

Received: 2024-11-05 | Reviewed: 2025-04-15 | Accepted: 2025-04-16 | Online First: 2025-05-18 | Published: 2025-05-20

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Oswaldo Terán., Niriaska Perozo. (2025). Influence of Dominant Communication Media on Knowledge: Case of University Students. Comunicar, 33(81). 10.5281/zenodo.15571115

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