Research article · 2026
INFLUENCE OF MEDIA LITERACY SKILLS ON INDIVIDUAL WORK PERFORMANCE OF ACADEMIC STAFF OF COLLEGES OF EDUCATION IN A DEVELOPING COUNTRIES.
Abstract
Purpose: The study was out to investigate the influence of media literacy skills on individual work performance of academic staff of colleges of education in southeast Nigeria. Design/Methodology/Approach: The descriptive survey research design was adopted for this study. The research utilized a quantitative methodology and involved academic personnel from public colleges of education in Southeast Nigeria who were surveyed both offline and online. 725 questionnaire respondents were selected using purposeful sampling. Version 28 of SPSS was used for data analysis and hypothesis testing. Findings: The findings revealed that media literacy skills are not correlated with academic staff’s work performance. Statistically, the significance of media literacy skills on individual work performance was shown in the results where t-values evidently appeared to have weak values on the relationship (MLS -> IWP (t=0.284, β=0.465, p=< 0.338), indicating that media literacy skills does not have any significant effects on individual work performance. This shows that the enhancement of the media literacy skills of the academic staff does not lead to comparable increase in the work performance of the academic staff. This indicates that the media literacy skills have no significant relationship with individual work performance. Implication: Suggested solutions to the challenges of enhancing media literacy of academic staff include development of media literacy initiative for education sector, providing adequate media facilities in schools with network coverage and providing comprehensive training on media literacy skills to academic staff for teaching and research activities. Originality/Value: It was recommended that management of institutions should keep a close eye on their academic staff of Media Literacy Skills to maximize each academic staff's productivity.
Keywords
Media Literacy Skills, Individual Work Performance, Academic Staff, colleges of Education, Southeast Nigeria.
Download the PDF if the journal has made the file available.