Digital Literacy as a Mediating Variable: Assessing the Internet's Transformative Impact on Mainstream Media Engagement among University of Swat

Abstract

This study investigates the impact of internet adoption on mainstream media consumption patterns among students at the University of Swat. Framed within the theoretical perspective of the Uses and Gratifications theory, the research examines the shifting preferences and perceived utility of digital versus traditional media platforms. Employing a quantitative approach, data were collected via a structured questionnaire administered to a sample of 100 students across diverse academic departments. The findings indicate a pronounced preference for the internet as a primary information medium, largely attributed to its perceived accessibility and utility for academic purposes. Consequently, the results demonstrate a significant displacement effect, with internet usage substantially exceeding engagement with traditional media outlets including television, radio, and newspapers for information gathering. The study concludes that the internet is redefining media consumption hierarchies within the student demographic, underscoring a critical transition towards digital-centric information ecosystems.