MEDIA LITERACY IN HIGHER EDUCATION: UNIVERSITY STUDENTS OF ADVERTISING AND PUBLIC RELATIONS AT THE UNIVERSITY OF ALICANTE AND THEIR YOUTUBE EXPERIENCE

In our present multimedia environment media literacy is becoming more important than ever. Understanding the students’ own culture, experiences and knowledge of the world are essential to critical and effective teaching. The media themselves are a form of pedagogy and analysing the real importance of a contemporary tool such as YouTube precisely in the context of university students of Advertising and Public Relations can offer us worthy conclusions to the awareness of its real use and enormous potential. After setting forth some assumptions and goals about the topic, we will present some questionnaires designed to both teachers and students. Checking the obtained results in the questionnaires together with the analysis of YouTube material used and/or produced by the university collectivity will help us realize about key aspects to be improved in our teaching approach in relation to our growing concern in the issues involved in media literacy in higher education.