Research On Media Literacy Of Malaysian Generation Zin Web 2.0 Era

This article begins by addressing the impact of user empowerment via regular usage of various new media tools and platforms powered by web2.0 technology.Five new dimensions were then proposed for the concept of 'active audience' in 21st century,in order to measure one's level of new media literacy more accurately.Surveys and focus groups were conducted to collect both quantitative and qualitative data on new media consumption behaviors,motivations,and literacy levels of Malaysian Generation Z,youngsters who are born after 1990-the so-called 'digital natives' we hear so much about.The analysis shows that Gen Z is generally more active in online social networking,driven by their needs for affiliation.However,there's lack of critical thinking,creativeness,initiative,interactivity,and will to participate among Gen Z in general.This has then led to poor information literacy skills,unenthusiasm in original content sharing,low degree of civic participation,and high level of dependency on new media,especially smartphones,in their everyday life.Finally,this article proposes a new model named Motivation and Literacy Model,by integrating Katz's Uses and Gratifications Theory and McClelland's Achievement Motivation Theory.It suggests that achievement motivation is one of the key variables affecting one's literacy level.In other words,new media literacy of Gen Z can be improved by stimulating their achievement motivation.Media literacy education in 21st century plays an important role,not only in cultivating students' critical thinking and other skills,but also stimulating students' needs and motivations to learn for self-growth.