Abstract:

In today’s digital world, students interact daily with vast amounts of online information, media content, and digital platforms. This reality makes digital media literacy an essential component of 21st century learning. Digital media literacy enables learners not only to access digital information but also to critically analyze, evaluate, and create media in responsible and informed ways. In contemporary digital environments, algorithms increasingly shape what users see online, while influencers play an important role in shaping opinions, trends, and behaviors. At the same time, practices such as slacktivism raise questions about participation, engagement, and the effectiveness of digital activism. This study explores how digital media literacy supports the development of key 21st century skills such as critical thinking, communication, and responsible digital participation. The study takes place in the Master’s program at the National School of Commerce and Management, within the module Digital Media Studies taught to S7 students. Drawing on practitioner reflection, the study examines how and why digital media studies is integrated into the curriculum. As the instructor of this module, the researcher adopts a reflective practice approach to analyze classroom experiences and student engagement with digital media topics. The research uses classroom-based activities and guided discussions to explore how students interpret and respond to digital media content. Particular attention is given to students’ understanding of algorithms, influencer culture, slacktivism, and issues of control and influence in digital spaces. The study highlights the role of digital media literacy in preparing learners to become critical and responsible digital citizens in an increasingly interconnected world.

Keywords:

Digital Media Literacy, 21st Century Skills, Algorithms, Influencer Culture, Digital Citizenship.