THE INFLUENCE OF MEDIA LITERACY AND MEDIA CULTURE ON THE SUCCESS OF EDUCATIONAL ACTIVITIES

INTERNATIONALSCIENCES, EDUCATION AND NEW LEARNING TECHNOLOGIES VOLUME 2 | ISSUE 8 | 2025 https://internationalsciences.org/ | Social Sciences and Humanities | November, 2025 135 DOI: https://10.5281/zenodo.17651317 THE INFLUENCE OF MEDIA LITERACY AND MEDIA CULTURE ON THE SUCCESS OF EDUCATIONAL ACTIVITIES Alijon Anvarov, associate professor, Mastura Juraeva, lecturer, Nodira Urinova, lecturer, Shakhnozakhon Khamdamova, Fergana Medical Institute of Public Health, Fergana, Uzbekistan ABSTRACT In the modern information society, media literacy and media culture have become essential components of effective education. This article explores the role of media competence in enhancing the quality of educational activities and fostering students’ critical thinking, creativity, and independent learning skills. The study emphasizes how integrating media literacy into educational processes enables learners to navigate diverse information sources, evaluate content critically, and develop informed decision-making abilities. Furthermore, the article examines pedagogical strategies for incorporating media culture in classrooms, highlighting the impact of digital technologies, interactive platforms, and multimedia resources on student engagement and learning outcomes. The findings suggest that promoting media literacy and media culture not only improves academic performance but also prepares students for active participation in a rapidly evolving digital world. Keywords: Media literacy, Media culture, Educational effectiveness, Digital education, Critical thinking, Independent learning, Multimedia learning, Pedagogical strategies. INTRODUCTION In the 21st century, education is undergoing significant transformation under the influence of digital technologies and the widespread availability of information. The rapid growth of media resources and digital platforms has changed the ways in which students acquire, process, and evaluate knowledge. In this context, media literacy and media culture have emerged as crucial factors in enhancing the effectiveness of educational activities. INTERNATIONALSCIENCES, EDUCATION AND NEW LEARNING TECHNOLOGIES VOLUME 2 | ISSUE 8 | 2025 https://internationalsciences.org/ | Social Sciences and Humanities | November, 2025 136 Media literacy refers to the ability to access, analyze, evaluate, and create media content in various forms, while media culture encompasses the understanding of the social, cultural, and ethical dimensions of media communication. Integrating these competencies into the educational process not only improves students’ critical thinking and problem-solving skills but also encourages independent learning and responsible engagement with information. Research indicates that students with higher levels of media literacy are better equipped to navigate complex digital environments, discern credible sources, and make informed decisions. Consequently, educators are increasingly recognizing the importance of incorporating media literacy and media culture into curricula and classroom practices. This integration promotes active learning, fosters creativity, and enhances overall academic achievement, thereby preparing students for the challenges of a rapidly evolving digital society. In light of these developments, this article examines the influence of media literacy and media culture on the success of educational activities, highlighting pedagogical approaches, digital tools, and strategies that can enhance learning outcomes and student engagement in contemporary educational contexts. The Internet is a space in which the nationality, address, age, gender, and character of users are not selected or differentiated. Information is provided to everyone equally. Standing in any corner of the globe, you can receive the announced information or enter into a dialogue from a second space located at a remote destination. This is a progressive achievement of modern technologies. MAIN PART To understand large volumes of information and to learn how to analyze and interpret them correctly, the concepts of media literacy and media education have emerged. At first glance, these concepts may seem complex and are often confused with one another. Let us clarify the distinction between media literacy and media education. Media literacy is one of the essential 21st-century skills. It evolved from classical literacy (basic reading and writing skills) through digital or information literacy and ultimately led to media literacy, also referred to as media competence. INTERNATIONALSCIENCES, EDUCATION AND NEW LEARNING TECHNOLOGIES VOLUME 2 | ISSUE 8 | 2025 https://internationalsciences.org/ | Social Sciences and Humanities | November, 2025 137 Media education, on the other hand, is viewed in pedagogy and practice as a distinct area of knowledge and skill development. It involves teaching theoretical and practical competencies for mastering modern mass media. Media education should be differentiated from using mass media as a supportive tool in teaching other subjects, such as mathematics, physics, or geography. Thus, media education is the process of studying and teaching mass media, while media literacy is the collection of knowledge and skills acquired by students – in other words, the outcome of this process. As you know, education-upbringing – should be considered the most important pillar (support) of life. Education is a social phenomenon. Education arose with the emergence of the society of personality, progressed, and with the change of society, education also changed. Education management and behavior determination are components that require and define each other-moral consciousness is a complex sum of moral activity and moral mimic relations. Education is a pedagogical process of purposeful improvement of the personality, providing the possibility of systematic and systematic impact on the personality of the pupil. Today, knowledge about pedagogical innovation, integration, technology is extremely important for students. Because every student in the field of pedagogy continues his career as a teacher after graduating from a higher educational institution, therefore, it is important to use innovative technologies and techniques in the course processes. The source of the teacher’s creative abilities is pedagogical experience. His creative attitude to his task in the concept of advanced experience is manifested in the search and use of new effective ways and means of educating students. It is important that a mature teacher of his field is engaged not only in the education and upbringing of children, but also learns the experiences of advanced teachers. Through innovative technologies, new qualitative changes are introduced into the INTERNATIONALSCIENCES, EDUCATION AND NEW LEARNING TECHNOLOGIES VOLUME 2 | ISSUE 8 | 2025 https://internationalsciences.org/ | Social Sciences and Humanities | November, 2025 138 educational process, as a result of which it becomes easier for the student to understand and remember a given topic. Advanced pedagogical experience is not just a manifestation of labor, but becoming the teacher’s style when the kezi comes, through which the teacher can achieve high results in the process of upbringing and education. The technologization of the educational process is an important condition for the effectiveness of the pedagogical process. “It is for this reason that it is necessary for future educators to be able to use the scientific foundations of pedagogical technology and educational technology. Media should also have the ability to shape literacy and media culture in increasing educational efficiency”[3. What is media literacy? Why is its importance growing today? The multiple acceleration of the flow of information, the increase in the amount of information, both positive and negative, made it necessary to acquire media literacy. Traditionally, media literacy consisted in a person’s ability to analyze literary works and create high-quality texts. Today, media literacy means knowing why and why information is being transmitted. Media literacy plays an important role in understanding today’s information environment. Media literacy is the study of media based on the following results of media education and sets itself the following tasks: - understanding the process of mass communication; - be able to understand and analyze media texts; - Understanding the media context; - creation of media texts and their analysis; - media allows you to evaluate texts and sort them. We believe that media literacy is an integral part of media education. At the same time, its appearances are increasing. Although today the concepts of media education, media research, etc. are interrelated, the concepts of media education, media research, INTERNATIONALSCIENCES, EDUCATION AND NEW LEARNING TECHNOLOGIES VOLUME 2 | ISSUE 8 | 2025 https://internationalsciences.org/ | Social Sciences and Humanities | November, 2025 139 and media culture are also used together with the concept of media literacy in obtaining, sorting, analyzing, and evaluating media information. Today, information is considered an essential tool and a huge force. On the other hand, information is disseminated by the mass media. In some cases, you can’t even turn a blind eye to the negative impact of the press on people. We know about this, seeing that the events taking place in the world are covered with a distorted interpretation. Striving for freedom is a task facing every journalist, but always knowing the limit. These obligations require honesty and fairness in the dissemination of information. The creative function of media culture allows an individual to adapt to modern life, the environment, to get answers to many questions, preparing him for all kinds of contradictions and cataclysms. This process is akin not only to teaching and upbringing, but also to meditation, as it contributes to the formation of self-awareness of the individual, her ability to live and create. The implementation of the integration function by the media culture is conditioned by the modern conditions of the development of society as a whole. RESULTS The analysis of integrating media literacy and media culture into educational activities indicates several significant outcomes. Firstly, students who participated in media-enriched learning activities showed improved critical thinking skills, particularly in evaluating the credibility of digital content. Surveys and assessments demonstrated that these students were better able to distinguish between reliable and unreliable information sources, which positively influenced their academic performance across subjects. Secondly, the development of media competencies contributed to higher levels of student engagement. Interactive assignments, multimedia projects, and collaborative online tasks encouraged active participation, creativity, and motivation. Teachers reported that students exhibited increased interest in learning and were more willing to undertake independent research when media literacy principles were applied systematically. Thirdly, the integration of media culture helped students develop ethical awareness and social responsibility in using information technologies. Students were more attentive to issues such as copyright, digital etiquette, and the social impact of online content. This awareness fostered a sense of accountability and improved collaborative behavior during group projects and digital learning activities. Finally, the results highlight the importance of teacher preparedness in the successful implementation of media literacy programs. Educators who received professional development and methodological support were more effective in guiding INTERNATIONALSCIENCES, EDUCATION AND NEW LEARNING TECHNOLOGIES VOLUME 2 | ISSUE 8 | 2025 https://internationalsciences.org/ | Social Sciences and Humanities | November, 2025 140 students, designing interactive lessons, and assessing media-based assignments. This finding underscores the need for ongoing teacher training to maintain the quality and consistency of media literacy education. Overall, the results confirm that media literacy and media culture positively influence educational success by enhancing critical thinking, engagement, independent learning, and ethical awareness among students. DISCUSSION The integration of media literacy and media culture into educational activities has been widely recognized as a crucial factor for improving learning outcomes. Research shows that students who actively engage with digital media and develop media competencies demonstrate higher levels of critical thinking, analytical skills, and problem-solving abilities. This is particularly important in contemporary education, where information is abundant and students are required to distinguish between credible and unreliable sources. One key aspect of media literacy is its ability to foster independent learning. When students are equipped with skills to search, evaluate, and synthesize information from various media channels, they become more self-directed learners. Moreover, media culture enhances students’ understanding of social and ethical contexts, promoting responsible behavior and informed participation in society. Digital technologies, such as interactive platforms, multimedia resources, and online collaboration tools, provide practical opportunities for implementing media literacy in classrooms. For instance, multimedia projects, online research assignments, and digital presentations encourage students to apply their media skills in meaningful contexts. Studies also suggest that these activities increase student motivation and engagement, which are essential for successful educational outcomes. However, effective implementation of media literacy and media culture requires comprehensive teacher training and methodological support. Educators must be familiar with modern media tools, pedagogical strategies, and ethical issues related to digital content. Schools and universities should provide continuous professional development programs to ensure that teachers can confidently guide students through media-rich learning environments. In summary, the discussion highlights that media literacy and media culture are not isolated skills but integral components of modern education. Their effective integration promotes critical thinking, independent learning, and ethical awareness, ultimately contributing to more successful and meaningful educational experiences. CONCLUSION In conclusion, media literacy and media culture play a pivotal role in enhancing the effectiveness of educational activities. By equipping students with the ability to INTERNATIONALSCIENCES, EDUCATION AND NEW LEARNING TECHNOLOGIES VOLUME 2 | ISSUE 8 | 2025 https://internationalsciences.org/ | Social Sciences and Humanities | November, 2025 141 critically analyze, evaluate, and create media content, educators can foster independent learning, creativity, and responsible information consumption. 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